Using Analytics to Support Content Evangelization

Transcription

1 Using Analytics to Support Content Evangelization Catholic Media Conference 2018 Green Bay, Wisconsin Billy Atwell, Chief Communications Officer Diocese of Arlington

2 PART ONE AUDIENCE BEHAVIOR STRATEGY ANALYSIS

3 Diocesan Survey

4 FACEBOOK

5 PART ONE - AUDIENCE Facebook Publishing Tools Tab

6 PART ONE - AUDIENCE Facebook Insights Overview

7 PART ONE - AUDIENCE Facebook Insights Posts Tab

8 PART ONE - AUDIENCE News Feed Targeting/ Audience Restrictions

9 PART ONE - AUDIENCE BEHAVIOR STRATEGY ANALYSIS Facebook Insights Videos Tab

10 PART ONE - AUDIENCE BEHAVIOR STRATEGY Facebook Advertising

11 ANY QUESTIONS?

12 Who is your audience?

13 PART ONE - AUDIENCE BEHAVIOR Third Party Paid Advertising Targeted Devices Audience Breakdown

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16 PART ONE - AUDIENCE BEHAVIOR STRATEGY ANALYSIS Distribution List

17 PART ONE - AUDIENCE BEHAVIOR STRATEGY ANALYSIS Distribution

18 PART ONE - AUDIENCE BEHAVIOR STRATEGY ANALYSIS Hurricane Relief Efforts Grand Total Raised over 2 Months: $125,770

19 PART ONE - AUDIENCE BEHAVIOR STRATEGY Facebook Advertising

20 PART ONE - AUDIENCE BEHAVIOR STRATEGY Facebook Advertising

21 PART ONE - AUDIENCE BEHAVIOR STRATEGY Facebook Advertising

22 PART ONE - AUDIENCE BEHAVIOR STRATEGY Facebook Advertising

23 PART ONE - AUDIENCE BEHAVIOR STRATEGY ANALYSIS Facebook Advertising

24 PART ONE - AUDIENCE BEHAVIOR STRATEGY ANALYSIS Tapping potential donations

25 ANY QUESTIONS?

26 More Social Media Resources: arlingtondiocese.org/cmc Contact Natalie Plumb, Digital and Social Media Coordinator Catholic Diocese of

27 PART TWO Tracking and Measuring Success with Web Analytics

28 PART TWO - WEB ANALYTICS Recommended Resources at REPORTS 6 ESSENTIAL GOOGLE ANALYTICS REPORTS CAMPAIGN URL BUILDER GOOGLE CAMPAIGN URL BUILDER ACADEMY GOOGLE ANALYTICS ACADEMY LINKS + RESOURCES LINKS AND DOWNLOADABLE RESOURCES ON GOOGLE ANALYTICS SLIDES FROM TODAY S PRESENTATION

29 Tracking and Measuring Success with Web Analytics 1. Understanding Google Analytics a. Best Practices b. Essential Reports 2. Case Study: How the Diocese of Arlington used Google Analytics to learn more about site visitor behavior on its Diocesan website home page

30 PART TWO - WEB ANALYTICS UNDERSTANDING GOOGLE ANALYTICS BEST PRACTICES #1 - Exclude employee traffic from your website analytics The Problem: Employee visits to your website = artificially inflated website traffic

31 PART TWO - WEB ANALYTICS UNDERSTANDING GOOGLE ANALYTICS BEST PRACTICES #1 - Exclude employee traffic from your website analytics The Solution - Create an I.P. address filter How to:

32 PART TWO - WEB ANALYTICS UNDERSTANDING GOOGLE ANALYTICS BEST PRACTICES #2 - Track visits to a landing page from multiple marketing channels during a campaign The Problem: Knowing which marketing channel sent the most traffic to your landing page during a campaign

33 PART TWO - WEB ANALYTICS UNDERSTANDING GOOGLE ANALYTICS BEST PRACTICES #2 - Track visits to a landing page from multiple marketing channels during a campaign The Solution Google Campaign URLs Creating Google Campaign URLs for each campaign and all of its marketing channels How to

34 PART TWO - WEB ANALYTICS UNDERSTANDING GOOGLE ANALYTICS BEST PRACTICES #3 - Track traffic from different sections of your website The Problem Inconsistent URL structures

35 PART TWO - WEB ANALYTICS UNDERSTANDING GOOGLE ANALYTICS BEST PRACTICES #3 - Track traffic from different sections of your website Anatomy of an organized website URL: The Solution: Organize/Restructure your URLs Use the Content Drilldown report How-to: arlingtondiocese.org/cmc

36 PART TWO - WEB ANALYTICS UNDERSTANDING GOOGLE ANALYTICS BEST PRACTICES #4 - Track how site visitors interact with your site (e.g. where they click, what they download, etc.) The Solution Google Tag Manager How-to: arlingtondiocese.org/cmc

37 PART TWO - WEB ANALYTICS Understanding Google Analytics Essential Reports

38 PART TWO - WEB ANALYTICS UNDERSTANDING GOOGLE ANALYTICS ESSENTIAL REPORTS Essential Reports Behavior and Acquisition - the two most important report groups in Google Analytics Important Tip: For accurate Acquisition reports, create Google Campaigns URLS on a regular basis

39 PART TWO - WEB ANALYTICS UNDERSTANDING GOOGLE ANALYTICS ESSENTIAL REPORTS Essential Reports Acquisition reports include: Performance of campaigns and marketing channels* (All Traffic reports and Campaign reports) Behavior reports include: Top landing pages (Landing Page report) Top pages (All Pages report) Where site visitors go after your home page (All Pages report Navigation Summary Tab) Top performing sections of your website** (Content Drilldown report) Top downloaded resources and clicked links*** (Events reports) * Requires Google Campaign URLs ** Requires clean, organized URLs ***Requires Google Tag Manager Setup

40 PART TWO - WEB ANALYTICS UNDERSTANDING GOOGLE ANALYTICS ESSENTIAL REPORTS Essential Reports Learn more about these reports:

41 PART TWO - WEB ANALYTICS CASE STUDY Diocese of Arlington Home Page

42 PART TWO - WEB ANALYTICS DIOCESAN HOME PAGE (CASE STUDY) CASE STUDY: ArlingtonDiocese.org 1. The Question How do our visitors interact with our Diocesan home page? 3-STEP PROCESS USED FOR DATA ANALYSIS

43 PART TWO - WEB ANALYTICS DIOCESAN HOME PAGE (CASE STUDY) CASE STUDY: ArlingtonDiocese.org 2. The Strategy Retrieving reports from Google Analytics that gave us data on: Website entrances through home page vs. any other page Most-clicked elements on the home page Top pages viewed after the home page 3-STEP PROCESS USED FOR DATA ANALYSIS

44 PART TWO - WEB ANALYTICS DIOCESAN HOME PAGE (CASE STUDY) CASE STUDY: ArlingtonDiocese.org 3. The Visualization Built with Microsoft Power BI using the Google Analytics reports we exported to Excel. 3-STEP PROCESS USED FOR DATA ANALYSIS

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46 ANY QUESTIONS?

47 Additional Contacts: Joseph Feeley Web Content Manager Natalie Plumb Digital and Social Media Coordinator Contact More Resources: arlingtondiocese.org/cmc Billy Atwell, Chief Communications Officer Catholic Diocese of