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Using Web Analytics
       for
Newsroom Decisions



Radio Free Europe/Radio Liberty
  d              / d      b
           May 2011
          Dana Chinn
     Twitter: @danachinn
My mission
       To help news and nonprofit organizations
       build
       b ild and retain audiences
               d t i      di
       by using data for decision-making



• Setting site goals

• Mapping metrics to goals, or,
  determining what needs to be measured

• Using Key Performance Indicators
  for
  f news sites
            it

• Tracking traffic by topic

• Using site data about streaming, radio
  programming and web-only content
Using data effectively starts
with clarifying organizational goals
           y g    g             g
      vs. individual site goals



      Start here



                              not here




                                         3
Radio, TV

Internet
 RFERL.org
 RFERL org
 Individual sites
     Computer
     Mobile
 Social media
     RFE
     Individual sites




                 4
Each individual site needs
 specific audience goals




             Is each individual site reaching and
             engaging its highest priority
             targeted audiences?
             t    t d    di      ?


             Does it have the content it needs to
               oes t a e t e co te t t eeds
             reach its targeted audiences?




                                              5
Using data for decision-making
               decision making


                          You h d to cut one reporter.
                          Y   had t     t         t
                          How should the others re-
                          arrange their time?




 You got new funding!
 What should be covered
 – something new or
 something more?



                          Should you partner with another
                          organization?

                                                         6
What does a site need to do
to
t achieve its quantifiable goals?
    hi    it       tifi bl    l ?
      Has content, but not the audience,
      or not enough of the audience
          -- navigation, design
          -- marketing



                             Has the
                             audience,
                             audience but
                             not the content


                    Doesn t
                    Doesn’t have the content or the
                    audience
                       --Add content – how much? what
                       type? Have the expertise already?
                       Reassign or hire?
What needs to be measured:
All ways a person can engage with y
      y    p            g g       you*
                * not “all the places you put content and hope everyone will come”



      Computer
         p


                                           SEARCH

       Home   1
                Work                                                         SITES
               Public

                                           SOCIAL MEDIA
      Mobile devices
      WAP/mobile web

                                                5-7
        2         3
                        Apps

              4 Tablet
                                                                                     8
“So what?” metrics waste time,
lead to analysis paralysis


         Our site has 5,000 monthly unique visitors.

              Last Tuesday that story got 20,000 page views.
         The average time spent on our site last week
         was 24 minutes.
                 Our iPhone app was downloaded 10,000 times.
         We have 2,000 fans on our Facebook page
                 2 000                      page.
                        We have 5,000 Twitter followers.



            Measure only
            what’s meaningful and useful
            to make decisions
                                                           9
actions
What verbs indicate engagement?


       Visit
       Vi it , regularly
                   l l



               Read/view content, a l
               R d/ i               lot


Interact,
Interact often
  -- rate, print, vote, take a poll, click on an ad
  -- share, e-mail, comment, contribute




                                                      10
Audiences, actions, metrics differ by channel


                                            SITES           SOCIAL MEDIA
                                                                                *
                                                                           Totals

1. Who? How many?
   In target audience?               ?      ?       ?   ?   ?   ?    ?

2. No. f i i ?
2 N of visits?
   How often?                        ?      ?       ?   ?   ?   ?    ?

3. What did they see?                ?      ?       ?   ?   ?   ?    ?
   Did they get want
   they wanted?

4. Did they interact?
          y                          ?      ?       ?   ?   ?   ?    ?
   What did they do?
   How much?
                                                                           11
 * Different metrics, methodologies for each channel!
Two types of web analytics data
Behavioral research

        What people did
        when they came to your site,
        as captured by
        an action taken on a keyboard or mouse



Attitudinal research

         What people  say they did
                what they think
                and
                why
         as captured by
         surveys, focus groups, social media, usability studies
                                                                  12
Behavioral research
           Key Performance Indicators
                 for news sites
                 f         it

Overall site indicators
1. Visits

2. Visits from new vs. returning
   visitors
                                      When you enter Google Analytics, set up “Advanced
3. Visits per weekly unique visitor   Segments” to see new and returning visitors for all
                                      metrics

4. Page views per visit

5. Bounce rate (percent of one-page
   visits) of the top landing page


Drill-down indicators that will give more detail on what happened
6. Visits by topic
7. Visits to radio vs. web content, by topic
                                                                                 13
Need to track by week – not month –
        to
        t make the data actionable
              k th d t     ti   bl

                                                                  One-time big news
                                                                              g
                                                                  event
                                                                  or
                                                                  new section launch
                                                                  or
                                                                  technical problem?




•   Seasonality
•   General effects of external and internal events
•   Technical issues that affect data integrity and comparisons
         • internal traffic
         • coding problems
         • site launches and consolidations
         • Google Analytics uses samples if the number of visits for a specified
           time period is greater than 500,000
Key Performance Indicator #1:          Visits

      A visit is counted
        every time
          someone comes to a site
                        t     it

        Visits: the strongest metric available
           An increase in visits? Always good.
           A decrease in visits? Always bad
                                        bad.




                                                 15
Strong vs. weak metrics

             Strong metrics are useful tools
                    that give clear indications
                                of what’s successful or not


c. Kyle Taylor
                      Weak metrics…
                          -- are conceptually flawed
                            “so what?” counts of things
                             so what?

                            -- are technically flawed
                               metrics calculated by               c. Kyle Taylor

                               web analytics systems
                                  b    l ti      t
                               in ways that give unclear indications

                              …could be so misleadingg
                               they could lead to bad decisions

                                                                                    16
Really weak metric #1: Unique visitors

  A unique visitor is really a unique computer.
   Unique visitors are either over-counted…




                                              17
…or under-counted.
    You don’t know when or by how much.*
                            y




              library, school,
                                                               ?
              Internet cafe



* It doesn’t matter anyway….better to measure outcomes (did
people do what you wanted?) than the number of people who came to
your site.                                                       18
Really weak metric #2: Page views
 An increase in page views can be good -
                 or bad.*

                       Bad design, navigation, site architecture?
                           design navigation
                         Lots of page views, annoyed users




         ?
                       A redesign improved usability?
                          Fewer page views, happier users

                       Content that should be there but isn’t?
                         Lots of page views, annoyed users

                       Dynamic content?
                         Fewer page views, happier users (probably)




* It doesn’t matter anyway….better to measure outcomes (did
people do what you wanted?) than the number of pages people went
to when they came to your site.                                    19
Really weak metric #3: Time spent on site

        An increase in average time spent on
                            g         p
             site can be good - or bad.*



                      Bad design, navigation, site architecture?



        ?
                        Lots of time spent, annoyed users

                      A redesign improved usability?
                         Less time spent, happier users
                                   spent




* It doesn’t matter anyway….better to measure outcomes (did
people do what you wanted?) than how much time people spent on
your site.                                                         20
Systems only measure the time spent
   in b t
   i between pages on a site, so…
                         it


?
       The time spent of a user who g
                  p                 goes only to
                                             y
       one page is NOT included in the time spent
       calculation.



        1
        minute              The time spent on the last page
                            of a site isn’t counted at all.

                  10
                  minutes

    Time spent = 1 minute
                             Site
                              X
                                                              21
Are you attracting new audiences?
               i         di
               Key Performance Indicator #2
                 y
               Visits from new visitors

               vs.


               Visits from returning
                                   g
               visitors




                                       22
Generally, is your site engaging visitors?
       How often are they visiting?
     What,
     What how much are they seeing?

Key Performance Indicator #3
Visits per unique visitor
                                    Is an
                                    average of
                                    3 visits a
                                    week for a
                                    24/7 site
                                    enough?


Key Performance Indicator #4
Page views per visit

    Is an
    average of
    3 pages per
      p g p
    visit for a
    site that
    produces a
    lot of                                       23
    content?
When audiences - new and returning -
    Wh     di               d   t  i
          come, are they staying?
                    Key Performance Indicator #5
                    Bounce rate percent
                                 of the landing page
                                 where most visits start


                                            “I came. I saw. I puked.”
                                            -- Avinash Kaushik on bounce rate




A bounce: a visit with only one page view                                       24
Bounce rate example




                      25
Bounce rate example




                      26
Is your site set up…




….with navigation that uses terms
that appeal to your audience and help them find what
they’re looking for?

        ….so you can track traffic by topic throughout
          so
        your site?
                                                    27
OnCentral believes that News & Politics stories are crucial to
serving audiences who live and work in the Central Avenue area.

   How many News & Politics stores are produced each week?

   How much traffic do News & Politics stories get per week?
What is “news” and what is “politics?”
       How many political stories are there? What types of politics?

How much traffic did political stories get the week of March 13?
Is each page coded in a way to get this information?
Web traffic data gives few insights…
…unless each story is coded or classified.

Does OnCentral have enough
local politics stories to build
a Central Avenue audience?

How many stories on local
politics did it have the week
of March 13? What percent of
                    p
OnCentral’s content is about
local politics?

How much traffic did local
politics stories get the week of
March 13?

Does it have enough
multimedia content on local        Note: In Google Analytics use
politics?                          unique page views as a proxy for
                                   visits
Does it have stories from all
areas of OnCentral?
Should a site be
                a supplement to radio/TV
                     or
         a 24/7         news source on its own?



Metrics that show what type of content audiences use
indicate how engaged audiences are with the news org
                                                                 Level of
                                                                 engagement
                                                                   g g
       - Listen to live stream
       - Listen to radio programming

       - Use web content

       - Listen to live stream/radio programming and
         use web content


       - Interact with news org. based on live stream or radio

       - Interact with news org. based on web content

                                                                              33
Home page bounce rates for radio news organizations
    may need to be interpreted differently
    if the goal is to build the site to stand on its own
           g

   A visit that enters the site through the home page…




                     …and
                     goes only to
                     the live stream
                     and radio
                     content…


                                            …is not counted as a “bounce” in Google Analytics.

                                             BUT it should be interpreted as a visit that’s not
                                                     h ld b i t       t d       i it th t’    t
                                             interested or engaged with web content.
                                                                                                34
Also, this is another reason why time-on-site for a radio news org isn’t a meaningful metric.
Two types of decision-making

                  HIghest Paid Person’s Opinion
                               Person s
                                 -- Avinash Kaushik, Google




               Decision-making with data
                  • S t specific, quantifiable site goals
                    Set     ifi       tifi bl   it     l

                  • Use meaningful metrics;
                    monitor weekly;
                                  y;
                    distinguish between traffic
                         from external events vs. newsroom actions

                   • Analyze traffic by audience type and topic

                   • Understand site goals and traffic before
                     tackling attitudinal survey research,
                     social media metrics,
                     mobile metrics
                                                                  35

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Using Web Analytics for Newsroom Decisions

  • 1. Using Web Analytics for Newsroom Decisions Radio Free Europe/Radio Liberty d / d b May 2011 Dana Chinn Twitter: @danachinn
  • 2. My mission To help news and nonprofit organizations build b ild and retain audiences d t i di by using data for decision-making • Setting site goals • Mapping metrics to goals, or, determining what needs to be measured • Using Key Performance Indicators for f news sites it • Tracking traffic by topic • Using site data about streaming, radio programming and web-only content
  • 3. Using data effectively starts with clarifying organizational goals y g g g vs. individual site goals Start here not here 3
  • 4. Radio, TV Internet RFERL.org RFERL org Individual sites Computer Mobile Social media RFE Individual sites 4
  • 5. Each individual site needs specific audience goals Is each individual site reaching and engaging its highest priority targeted audiences? t t d di ? Does it have the content it needs to oes t a e t e co te t t eeds reach its targeted audiences? 5
  • 6. Using data for decision-making decision making You h d to cut one reporter. Y had t t t How should the others re- arrange their time? You got new funding! What should be covered – something new or something more? Should you partner with another organization? 6
  • 7. What does a site need to do to t achieve its quantifiable goals? hi it tifi bl l ? Has content, but not the audience, or not enough of the audience -- navigation, design -- marketing Has the audience, audience but not the content Doesn t Doesn’t have the content or the audience --Add content – how much? what type? Have the expertise already? Reassign or hire?
  • 8. What needs to be measured: All ways a person can engage with y y p g g you* * not “all the places you put content and hope everyone will come” Computer p SEARCH Home 1 Work SITES Public SOCIAL MEDIA Mobile devices WAP/mobile web 5-7 2 3 Apps 4 Tablet 8
  • 9. “So what?” metrics waste time, lead to analysis paralysis Our site has 5,000 monthly unique visitors. Last Tuesday that story got 20,000 page views. The average time spent on our site last week was 24 minutes. Our iPhone app was downloaded 10,000 times. We have 2,000 fans on our Facebook page 2 000 page. We have 5,000 Twitter followers. Measure only what’s meaningful and useful to make decisions 9
  • 10. actions What verbs indicate engagement? Visit Vi it , regularly l l Read/view content, a l R d/ i lot Interact, Interact often -- rate, print, vote, take a poll, click on an ad -- share, e-mail, comment, contribute 10
  • 11. Audiences, actions, metrics differ by channel SITES SOCIAL MEDIA * Totals 1. Who? How many? In target audience? ? ? ? ? ? ? ? 2. No. f i i ? 2 N of visits? How often? ? ? ? ? ? ? ? 3. What did they see? ? ? ? ? ? ? ? Did they get want they wanted? 4. Did they interact? y ? ? ? ? ? ? ? What did they do? How much? 11 * Different metrics, methodologies for each channel!
  • 12. Two types of web analytics data Behavioral research What people did when they came to your site, as captured by an action taken on a keyboard or mouse Attitudinal research What people say they did what they think and why as captured by surveys, focus groups, social media, usability studies 12
  • 13. Behavioral research Key Performance Indicators for news sites f it Overall site indicators 1. Visits 2. Visits from new vs. returning visitors When you enter Google Analytics, set up “Advanced 3. Visits per weekly unique visitor Segments” to see new and returning visitors for all metrics 4. Page views per visit 5. Bounce rate (percent of one-page visits) of the top landing page Drill-down indicators that will give more detail on what happened 6. Visits by topic 7. Visits to radio vs. web content, by topic 13
  • 14. Need to track by week – not month – to t make the data actionable k th d t ti bl One-time big news g event or new section launch or technical problem? • Seasonality • General effects of external and internal events • Technical issues that affect data integrity and comparisons • internal traffic • coding problems • site launches and consolidations • Google Analytics uses samples if the number of visits for a specified time period is greater than 500,000
  • 15. Key Performance Indicator #1: Visits A visit is counted every time someone comes to a site t it Visits: the strongest metric available An increase in visits? Always good. A decrease in visits? Always bad bad. 15
  • 16. Strong vs. weak metrics Strong metrics are useful tools that give clear indications of what’s successful or not c. Kyle Taylor Weak metrics… -- are conceptually flawed “so what?” counts of things so what? -- are technically flawed metrics calculated by c. Kyle Taylor web analytics systems b l ti t in ways that give unclear indications …could be so misleadingg they could lead to bad decisions 16
  • 17. Really weak metric #1: Unique visitors A unique visitor is really a unique computer. Unique visitors are either over-counted… 17
  • 18. …or under-counted. You don’t know when or by how much.* y library, school, ? Internet cafe * It doesn’t matter anyway….better to measure outcomes (did people do what you wanted?) than the number of people who came to your site. 18
  • 19. Really weak metric #2: Page views An increase in page views can be good - or bad.* Bad design, navigation, site architecture? design navigation Lots of page views, annoyed users ? A redesign improved usability? Fewer page views, happier users Content that should be there but isn’t? Lots of page views, annoyed users Dynamic content? Fewer page views, happier users (probably) * It doesn’t matter anyway….better to measure outcomes (did people do what you wanted?) than the number of pages people went to when they came to your site. 19
  • 20. Really weak metric #3: Time spent on site An increase in average time spent on g p site can be good - or bad.* Bad design, navigation, site architecture? ? Lots of time spent, annoyed users A redesign improved usability? Less time spent, happier users spent * It doesn’t matter anyway….better to measure outcomes (did people do what you wanted?) than how much time people spent on your site. 20
  • 21. Systems only measure the time spent in b t i between pages on a site, so… it ? The time spent of a user who g p goes only to y one page is NOT included in the time spent calculation. 1 minute The time spent on the last page of a site isn’t counted at all. 10 minutes Time spent = 1 minute Site X 21
  • 22. Are you attracting new audiences? i di Key Performance Indicator #2 y Visits from new visitors vs. Visits from returning g visitors 22
  • 23. Generally, is your site engaging visitors? How often are they visiting? What, What how much are they seeing? Key Performance Indicator #3 Visits per unique visitor Is an average of 3 visits a week for a 24/7 site enough? Key Performance Indicator #4 Page views per visit Is an average of 3 pages per p g p visit for a site that produces a lot of 23 content?
  • 24. When audiences - new and returning - Wh di d t i come, are they staying? Key Performance Indicator #5 Bounce rate percent of the landing page where most visits start “I came. I saw. I puked.” -- Avinash Kaushik on bounce rate A bounce: a visit with only one page view 24
  • 27. Is your site set up… ….with navigation that uses terms that appeal to your audience and help them find what they’re looking for? ….so you can track traffic by topic throughout so your site? 27
  • 28. OnCentral believes that News & Politics stories are crucial to serving audiences who live and work in the Central Avenue area. How many News & Politics stores are produced each week? How much traffic do News & Politics stories get per week?
  • 29. What is “news” and what is “politics?” How many political stories are there? What types of politics? How much traffic did political stories get the week of March 13?
  • 30. Is each page coded in a way to get this information?
  • 31. Web traffic data gives few insights…
  • 32. …unless each story is coded or classified. Does OnCentral have enough local politics stories to build a Central Avenue audience? How many stories on local politics did it have the week of March 13? What percent of p OnCentral’s content is about local politics? How much traffic did local politics stories get the week of March 13? Does it have enough multimedia content on local Note: In Google Analytics use politics? unique page views as a proxy for visits Does it have stories from all areas of OnCentral?
  • 33. Should a site be a supplement to radio/TV or a 24/7 news source on its own? Metrics that show what type of content audiences use indicate how engaged audiences are with the news org Level of engagement g g - Listen to live stream - Listen to radio programming - Use web content - Listen to live stream/radio programming and use web content - Interact with news org. based on live stream or radio - Interact with news org. based on web content 33
  • 34. Home page bounce rates for radio news organizations may need to be interpreted differently if the goal is to build the site to stand on its own g A visit that enters the site through the home page… …and goes only to the live stream and radio content… …is not counted as a “bounce” in Google Analytics. BUT it should be interpreted as a visit that’s not h ld b i t t d i it th t’ t interested or engaged with web content. 34 Also, this is another reason why time-on-site for a radio news org isn’t a meaningful metric.
  • 35. Two types of decision-making HIghest Paid Person’s Opinion Person s -- Avinash Kaushik, Google Decision-making with data • S t specific, quantifiable site goals Set ifi tifi bl it l • Use meaningful metrics; monitor weekly; y; distinguish between traffic from external events vs. newsroom actions • Analyze traffic by audience type and topic • Understand site goals and traffic before tackling attitudinal survey research, social media metrics, mobile metrics 35