Web Analytics that Inform Career Services John Horn, M.A. Associate Director, Career Development Career Services | University of British Columbia @hornjohnhorn | linkedin.com/in/hornjohnhorn
Today’s Agenda Learning Outcomes + Three Things It starts with a story… Understanding Web Analytics Career Services Case Studies Next steps
Learning Objectives By the end of this workshop, you will be able to… List and explain some basic concepts and terminology of web analytics Identify the value of web analytics and how they inform business (and career services) Assess how you will apply web analytics to your practice Begin your brainstorm of a web analytics strategy
Three Things 1. Nerds Are Awesome! 2. Numbers Don’t Lie. 3. Part of Your Business.
Crowdsourcing Activity! Who uses web analytics? How do you use them?
History Grad School Academic Opportunities Instructor John's Plan
John's Reality Bishop’s Orientation Week Volunteering Academic Articles & Conferences Friends & Colleagues My career in Student Affairs Appearance on The Hour History Degrees Consulting in Rwanda Hire a Student Program Traveling Passion for Writing & Performing Capacity for risk-taking Ridiculous part-time jobs
What are web analytics? Collection, analysis and reporting of web usage by customers Digital media and marketing: 24% of overall marketing budgets 28% of firms switching from traditional to digital channels 86% of companies plan to increase budgets for social and search engine optimization Research by Econsultancy and ExactTarget, 2011
“A Target Rich Environment” To here. Courtesy Bogdun_Sudhitu
What do we use them for? Without analytics, it’s subjective Measurement Optimization Optimization targets and process: – Site content and media offerings – Site navigation and internal search – The “checkout” process Inform strategic goals
Some Amazing Research Kimberley Rawes, Erin McInnis, Michelle Sargent Web Analytics Association: http://www.webanalyticsassociation.org/ http://www.webanalyticsassociation.org/ Chris McFadden, White Paper (2005); edited by Ned Kumar (2010) “Top Ten Web Analytics Tools For Tracking Your Online Visitors,” by Rick Tansun (2005) “Top Ten Web Analytics Tools For Tracking Your Online Visitors,” www.KISSmetrics.com “Human dynamics revealed through web analytics,” by Goncalves and Ramasco (2008) “A practical evaluation of web analytics,” by Phippen, Sheppard and Furnell (2004)
Some Terminology Pageviews (Unique and Returning) Visitors Average Time on Page Bounce Rate Referring Sites Entry/Exit
What can they tell you? How people find you How long they stay What they look at Where they go when they leave
What tools can you use? Google Analytics StatCounter Orbis MailChimp Hootsuite eLogic SiteMeter
How do you use them? Motivate – communicate organizational objectives in a way that is relevant and actionable to everyone Manage – provide strategic context and encourage collaboration on the milestones critical to organizational goals Monitor – track progress via Key Performance Indicators (KPIs) explicitly linked to objectives; proactively resolve problems and seize opportunities Measure – drill deeper to identify the root of issues and test assumptions in the strategy “Alignment-Centric Performance Management” (Becker, 2005)
Analysts’ Skill Set? analytical and detail-oriented human psychology marketing and brand building business technology information architecture HTML and website development user behaviour and habits Hurol Inan, Measuring the Success of your Website, 2002.
Know Your Audience Career Practitioners Marketing and Communications Front line staff Managers and Directors Faculty Members
Courtesy of Schoko-Riegel and Flickr Creative Commons
The Case for Action Second-most traffic on careers.ubc.ca Gap-analysis: What is presented online? How does it reflect academic learning? How do we advise and teach? How do we connect campus partners?
Memorial University Jennifer Browne Director, Career Development and Experiential Learning By reviewing Google Analytics and getting student feedback we redesigned the landing page of our website Use Orbis data to cross reference with Banner to determine who is using our services, which ones and who is not Since moving more services under Orbis we are getting greater uptake from students and accurate stats
CERIC Norman Valdez IT and Media Specialist Identifying what areas of our site receive the most traffic – which allows us to dedicate resources accordingly and better understand our audience and their needs. We also use the analytics as a measurement of our promotional efforts. Tracking social media analytics allows us to know how resonant our messages are, what gets the community talking, what gets shared, etc.