1. Association Media &
Publishing
g
Web Analytics
W b A l ti
Measure, Write, Measure: Using
Analytics to H l Shape O li
A l ti t Help Sh Online
Editorial
Tuesday, May 18th

2. Agenda
Collection, Understanding, Decision Making
What is web analytics?
Why h ld
Wh should I care? ?
What should I measure?
What do I do with the information?
Who should be tasked?
When do I start?
Case Study: Institute of Food Technologists

3. What is web
analytics?
Aggregated information about visitors.
How did visitors find my website?
y
Did they have a pleasant experience?
Why did they visit?

4. Why should I care?
Achieve your business goals, improve
association member experience.
What do you want visitors to do
on the website, what do visitors
want to do on the site?
If you know what you want your
visitors to do, do you know why
and whether or not it something
d h th t its thi
visitors WANT?

5. What should I
measure?
Measure what impacts decision
making!
What may be important to you, may not
be important to the person down the
hallway
What do you control, what do you
influence?

6. What do I do with
the data?
Make informed decisions.
Drive content strategy (drill down)
Improve visibility of popular content
Strengthen partnerships with websites
that refer traffic

7. Who should be
tasked?
Everyone, kinda.
What part’s of your business are
impacted by the association
website(s)?
Who is handy with Excel?
Who’s the newbie?

8. When should I
start?
NOW, but you probably already
started.
Who’s the person who makes the
changes and updates to the website?

9. Case Study: Institute of
Food Technologists
Association, publisher, conference
organizer

10. Case Study: Institute of Food
Technologists
Why did IFT care?
New Website
Member experience
Advertising revenue

11. Case Study: Institute of Food
Technologists
What does IFT Measure?
Visitors
Pageviews
Bounce Rates
Traffic Referrals
Conversions
New Members
Subscribers
Online Learning Sales

12. Case Study: Institute of Food
Technologists
Who was tasked?
Knowledge and Learning
Advertising Sales

13. Case Study: Institute of Food
Technologists
When did IFT start?
Long time ago…Webtrends
8 months ago…Google Analytics

14. Case Study: Institute of Food
Technologists
What does “start” mean for IFT?
Business goal review
Test group selection
Translation of group business goals
into measurement points
Staff training, coaching, evangelization
Monthly review of data, contextualize!

15. Case Study: Institute of Food
Technologists
What’s happened since “start?”
Testing scenarios
Benchmarks developed
Understanding of group impact and
adoption

16. Case Study: Institute of Food
Technologists
SEO Implications…
More Indexible Content
Friendly URLs
Title Tags
Cross Linking
g
Inbound link preservation (redirects)

17. Tool Box
Cheap Tools
Google Analytics
Viral Heat
Social Mention
Twittalyzer
y
Google Webmaster
Google AdPlanner

18. Questions?
Michael Carr
mcarr@aspirantmarketing.com
@ p g
708-369-0433