Understanding Behavior: Getting Engaged or Stranded at the Inbox? Using Core Metrics to Read Between the Lines. Want to engage your key stakeholders (aka website visitors and email recipients) or maybe just read a bit of their minds? In this hands on session, analytic guru Jordan Dossett will help you navigate your way through visitor behavior. From website visitors to email subscribers, knowing the how and when can be tricky. In this session we will examine: page duration, click path, email clicks, reads and lies. We will look at open rates, bounces, gray/black listing, campaign tags, url shorteners, and much, much, more. As always, part of this session is held in open format for Q&A so remember to bring your questions. Takeaways: 1. How to use analytics to understand my website visitors and email subscribers and better understand their needs. 2. Analytics can be hard to read or understand. This session will highlight and make it easy for visitors to take home solutions they can use right away with ease. 3. A quick overview of analytic tools from free to paid solutions and what and when to integrate them.

1. Understanding Behavior:
Getting Engaged or Stranded at the Inbox?
Using Core Metrics to Read Between the Lines.
Session ID: 219
Presenter: Jordan Dossett
jordan.dossett@antharia.com

2. Who is my key stakeholder?
Age, Race, Ethnicity, Gender, Disability, Income. Any key
characteristic used to classify people for statistical purposes.
DEMOGRAPHIC
Level of education, location (aka geodemographic) such as inner
city, suburbs, exurbs, miles traveled to/from work, travel time,
accessibility to transit, car ownership, technographics.
SUB-DEMOGRAPHIC
Measuring consumers' beliefs, opinions and interests. Instead of
age and race, etc., psychological information (opinions on abortion,
religious beliefs, musical tastes, cultural mores, etc.) comes to play.
PSYCHOLOGICAL (PSYCHOGRAPHIC)

3. Technographics & Clusters (or Groups)
Online frequency, access from home or office, browser
dominance, os platform, monitor resolution, how comfortable is
this user online, do they make purchases easily online? Web
based email user? What do we know about their “technology”
characteristics?
TECHNOGRAPHICS
Birds of a feather, flock together. This is not only true for
geodemographics, people who buy, believe and value similar
things naturally gravitate toward like-minded people, but this
phenomenon follows through on the web with advocacy,
donations and outreach. A cluster or demographic grouping is a
collection of people sharing a set of “values” in their profile.
CLUSTERS/GROUPS

4. NEWSFLASH
Your key stakeholder is not your Executive Director, Board of
Directors, IT Director, or anyone* that works at your organization.
KEY STAKEHOLDER
*Unless your website and email only serves your organization internally such as an intranet.

5. Goodie: Key Stakeholder Worksheet/Analysis
Before you take on layout of
your next campaign (for your
website or email) download
our free key stakeholder
worksheet at
www.antharia.com/
worksheets fill in as much
information as you can to
create a profile of who you are
targeting.
You can also get a copy of this
presentations at
www.antharia.com/
presentations

6. Sending by Stakeholder (Criteria)
Now that you know who your key stakeholders are you more than likely can
“cluster” or “group” them by criteria. This can be anything from geographic
region to past giving history, to eye color. Once you have defined criteria
utilize this as a means to segment your communication.
New Contacts.
Prime.
Recent Donors.
Faculty
Alumni.
Students.
Email Subscribers.
Donor 3+ Yrs

7. How is the session going? Remember to txt your
evaluation (if you don’t they don’t ask me back)
Evaluation Code: 219
Call In Text Online
Call 404.939.4909 Text 219 to Visit
Enter Code 219 69866 nten.org/ntc-eval
Enter Code 219

8. If you send it, they will read it… um?
If it does not bounce, they must have “received” it and surely
they “opened” it, “read” it, and taken action, right?
While it may make sense to many of us to say that if we sent it and it did not
bounce that the email was a success. Not so my friend, no so. The EEC (DMA’s
email experience council) is working hard with folks to implement some well
needed standards in defining what happens so to speak when that email
leaves your “outbox” or “queue”.

9. Email Communication Terminology
Accepted: Used in lieu of “delivered” and defined as any email that is not
rejected by a server, including emails delivered to the inbox or the spam or
junk folders and including those that are missing but did not receive a bounce
reply.
Renders: Used in lieu of “opens” and/or “clicks” and defined as the total number
of times an email is displayed (whether fully opened or within the preview
pane) by any user and recording using only a tracking pixel for a unique
subscriber address. If the user opens the email multiple times, one e-mail
render is counted for each occurrence. This metric is based off of HTML-
formatted emails only. Some contrast to this has been offered in that effective
plain text actionable emails can be delivered and tracked within these same
metrics.

10. Scheduling Your Email

11. Your organizations message is competing with: 90%!
According to The Spamhause Project, most
average sized Internet Service Providers and
networks in North America, Europe or
Australasia, today's incoming email traffic
consists of approximately 90% spam and 10%
normal legitimate wanted email.
http://www.spamhaus.org/whitepapers/
effective_filtering.html

12. Spam: By Country

13. Spam: By ISP

14. Spam: Noted Spammers

15. How is the session going? Remember to txt your
evaluation (if you don’t they don’t ask me back)
Evaluation Code: 219
Call In Text Online
Call 404.939.4909 Text 219 to Visit
Enter Code 219 69866 nten.org/ntc-eval
Enter Code 219

16. Monitoring Results

17. Follow the path…

18. Quick & “Dirty” they unsubscribed, but that’s ok!

19. It’s the path, not the click that matters…

20. Just how long do they stay?

21. Entry & Exit: Pay very close attenion

22. Typing, Searching or Clicking?

23. Where’s Waldo?

24. Maintaining Mailing List (Keep it Clean)
http://www.spamhaus.org/whitepapers/mailinglists.html

25. Focusing Further: Geodemographics

26. Goodies: Dig out your business cards!
Dig in your pockets and pass your
business card (or write your info on a
sheet of paper) up. I will be giving
away one copy of Neuro Web Design
which is a great book covering more on
the science of what makes people tick,
er I mean click.
You do not have to be present, the
winner will receive the book direct
from Amazon, but you have to turn in
your cards by end of session today.

27. Technographics

28. Technographics: Screen Resolution & Depth

29. VisiStat
http://www.visistat.com

30. Google Analytics
http://www.google.com/analytics/

31. Going Up!
https://www.goingup.com/

32. Yahoo Web Analytics
https://analytics.yahoo.com

33. How is the session going? Remember to txt your
evaluation (if you don’t they don’t ask me back)
Evaluation Code: 219
Call In Text Online
Call 404.939.4909 Text 219 to Visit
Enter Code 219 69866 nten.org/ntc-eval
Enter Code 219

34. STAYING IN TOUCH
We are sponsoring the Cyber Café. I will be
available for questions both Friday and Saturday
afternoon. Please feel free to swing by and ask away.
Ms. Jordan Dossett
Antharia (antharia.com)
jordan.dossett@antharia.com
twitter/facebook/skype: jordandossett
the only “dumb” question is the one unasked. remember my opinion is
free, you just may not always like the answer.