Session materials from Blackbaud's Higher Ed Forums in New York, July 2010.

1. Online Engagement – Using Web Analytics to
Focus Your Efforts
Dominic Taerniti, Internet Solutions Manager
Jeff Terry, Higher Education Account Manager
Read our blog:
www.netwitsthinktank.com

2. Ground Rules
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3. 1) Participate
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4. 2) Ask Questions
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5. 3) Be Courteous
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6. 4) Enjoy Yourself
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7. Agenda for Today
9:30 a.m. Coffee & Networking
10:00 a.m. Introductions
10:30 a.m. Google™ Analytics Crash Course
11:00 a.m. School Website Examples
-Interpreting the analytics, taking action
Noon Group Discussion, Best Practice Exchange
12:45 p.m. Lunch
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8. Introductions
Tell the group:
o Who you are, where you work & what you do
o What you are hoping to get out of this session
o One thing you are passionate about OR your guilty
TV pleasure
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9. Introductions
Tell the group:
o Who you are, where you work & what you do
o What you are hoping to get out of this session
o One thing you are passionate about OR your guilty
TV pleasure
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10. Lets Talk Online Engagement

11. Here’s a list of
Online Engagement
schools doing
online engagement
perfectly
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13. No one is doing it perfectly
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14. No one is doing it perfectly
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Why is that?? © 2010 Blackbaud

15. Who is f*cking it up?
Because, it’s hard...
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16. Because, it’s hard
...And,
sometimes life
comes at us fast
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17. So...Focusing on the activities that
produce results is critical to success
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18. Google Analytics – A Crash Course
Dominic Taverniti, Internet Solutions Manager

19. Why Do Metrics Matter?
Help you understand what’s working and what’s not.
Gives you insights into your constituents.
If you can’t measure it, then you can’t manage it.
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20. What Online Metrics Tell You
How did they What did How did it
get here? they do? work?
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21. No shortage of data…what is most valuable?
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22. Google Analytics
What are the objectives of the site?
Donation
Event Registration
Site Registration
Online Participation - active
Visits - passive
Analysis should lead to actionable steps for improvement.
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23. Google Analytics
Measure Objectives
Relevant Visits
Conversions / Goals
Constituent Action
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24. Google Analytics
Monitor Trends - tie trends to objectives
Traffic – email cadence, events
Keywords – search engines, on site
Sources – email, social networks
Conversions – do other objective surface
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25. Page Analysis – Board of Directors
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26. Page Analysis
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27. Page Analysis – Navigation Summary
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28. Page Analysis – Navigation Summary
Insert more slides from Dominic…….
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29. Page Analysis – Attention Span
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30. Page Analysis – Connection Speed & Flash
8 Visitors on Dialup
16 Visitors without Flash
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31. Page Analysis – Conclusion
Actionable Steps
• Guide the audience into the site
• Include content links
• Add call-out navigation to content
• Leverage audience engagement level and technical capability
• 65% Bounce Rate
• 1.25min Time on Page
• 90% with High Speed Internet Access
• 98% have Flash installed
• Ideas
• Use video testimonials of board members to deliver call-to-action
and further engage audience
• Enable audience association with board members through
dedicated giving channels
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32. Google Analytics – Simmons College Alumni Community
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33. Google Analytics – keyword comparison
Furman University Simmons College
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34. Giving Page Analysis
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35. Giving Page Analysis
Navigation Summary : 35% go to tertiary pages
• Contact Us
• Make An Online Gift
• Why Support Simmons
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36. Giving Page Analysis
Browser size : http://browsersize.googlelabs.com/
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37. Giving Page Analysis – Conclusion
Actionable Steps
• Move the call to action
• Position above the fold
• Make it the first action
• Include more supporting information
• Contact info, Gift types
• Provide audience-centric navigation
• Fund, Interest-based, Major, Parents
• Use live chat for high touch, personalized service
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38. Google Campaign Tracking
Identify and track incoming links
• Other school web properties – Primary site, blogs
• Marketing channels – Facebook, Twitter, * Email
Create, deploy and track
• Go to the Google Tracking Link URL Builder to create links
• Provide tracking links to external sources for posting
• Track campaigns in Google Analytics
• View isolated campaigns as Traffic Source
• View campaign traffic as contributing source to any metric
* Link tracking is built into Blackbaud NetCommunity, tracking Unique
Identified Visitor
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39. Unique Identifiable Visitor – As Viewed in The Raiser’s Edge
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40. Unique Identifiable Visitor – As Viewed in The Raiser’s Edge
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41. Unique Identifiable Visitor – As Viewed in The Raiser’s Edge
Combine web activity with other data to create prospect lists
Query example:
Visited
Prospect
# of Gifts ‘Legacy
AGE > 60 List for PG
>5 Giving’
Officer
Web Page
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42. The Market is Noisy
Resources
Extending Google Analytics
Desktop Reporting's Polaris: http://www.desktop-reporting.com/index.html
Excellent Analytics: Microsoft Excel Plugin : http://excellentanalytics.com/
TRACKING
URL shortening services:
Bit.ly: http://bit.ly/
Tinyurl.com: http://tinyurl.com/
Google link tracking:
http://www.google.com/support/googleanalytics/bin/answer.py?answer=55578&
hl=en
RSS Feed subscription tracking: Feedburner: http://feedburner.com
Extras
Google Browser Size: http://browsersize.googlelabs.com/
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