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How to Harness the Power ofGoogle Analytics and Vanity
Nooshin LatourCommunicationsand Marketing
Anirvan ChatterjeeData Strategy
WHAT IS UCSF PROFILES?PROFILES.UCSF.EDU
Hard to find the right expert
Photo by CTSI at UCSF, used under CC, https://flic.kr/p/k2Dkp3
for biomedical researchers
What is UCSF Profiles?
• Every UCSF researcher has a profile• Every profiles automatically includes
publications and research topics• Researchers can log in to add a photo,
bio, awards, etc.
What is UCSF Profiles?
• Users can search UCSF Profiles to find an expert on a topic, enabling collaboration
• Profiles data is publicly available via APIs, and used in 30 UCSF apps & websites
What is UCSF Profiles?
• Lots of traffic from on and off campus– 2,800 visits per day– 1 million visits per year– 75% of traffic from search engines
• We actively mine web analytics data to provide insights into site usage
PHASE 1: LAUNCHJAN 2010 – DEC 2011
How do you launch a brand new campus-wide resource?
Photo by Diane Yee, used under CC, https://flic.kr/p/e48bHL
Tactics
1. News article on UCSF.edu
2. Executive Vice Chancellor emails ~8000 people
3. Send postcard to the 2500 people profiled– Free iPad contest for users who update their profiles
4. Get major campus websites to link to the site– e.g. UCSF.edu, Library, School of Medicine
5. In-person outreach at faculty event
Results
Jan-
10
Mar
-10
May
-10
Jul-1
0
Sep-1
0
Nov-1
0
Jan-
11
Mar
-11
May
-11
Jul-1
1
Sep-1
1
Nov-1
10
5,000
10,000
15,000
20,000
25,000
30,000
Visits per month (campus) Visits per month (external)
PHASE 2: GROWTHJAN 2012 – JUN 2013
How to understand, increasewebsite traffic and usage?
Photo by Thomas Sauzedde, used under CC, https://flic.kr/p/admtKw
1. Search engine optimization
2. Advanced Google Analytics
3. Pretty URLs
profiles.ucsf.edu/ProfileDetails.aspx?Person=276329999
profiles.ucsf.edu/deborah.grady
4. Get incoming links from all over
ucsf.edu
cancer.ucsf.edu
directory.ucsf.edu
ctsi.ucsf.edu
neurology.ucsf.edu
meded.ucsf.edu
immunology.ucsf.edu
postdocs.ucsf.edu
osr.ucsf.edu
ind.ucsf.edu
osher.ucsf.edu
accelerate.ucsf.edu
familymedicine.medschool.ucsf.edu
microbiology.ucsf.edu
humangenetics.ucsf.edu
id.medicine.ucsf.edu
endocrine.ucsf.edu
medicine.ucsf.edu
anesthesia.ucsf.edu
epilepsy.ucsf.edu
globalhealthsciences.ucsf.edu
surgery.ucsf.edu
radiology.ucsf.edu
ucsfhealth.org
open-proposals.ucsf.edu
anp.ucsf.edu
epibiostat.ucsf.edu
stemcell.ucsf.edu
diabetes.ucsf.edu
globalresearch.ucsf.edu
pharmacy.ucsf.edu
addiction.ucsf.edu
bms.ucsf.edu
pharmchem.ucsf.edu
ohns.ucsf.edu
mountzion.ucsfmedicalcenter.org
healthvalue.ucsf.edu
tobacco.ucsf.edu
ari.ucsf.edu
surgicalmovementdisorders.ucsf.edu
medschool.ucsf.edu
dgim.ucsf.edu
pharm.ucsf.edu
pediatrics.ucsf.edu
multiplesclerosis.ucsf.edu
transplant.surgery.ucsf.edu
cardiology.ucsf.edu
studentlife.ucsf.edu
globalprojects.ucsf.edu
mphd.ucsf.edu
psych.ucsf.edu
pibs.ucsf.edu
whcrc.ucsf.edu
cfar.ucsf.edu
nephrology.ucsf.edu
experimental.medicine.ucsf.edu
fellows.ucsf.edu
urology.ucsf.edu
cvri.ucsf.edu
general.surgery.ucsf.edu
officeofresearch.ucsf.edu
dahsm.ucsf.edu
gi.ucsf.edu
odonovanlab.ucsf.edu
coe.ucsf.edu
dermatology.ucsf.edu
ccb.ucsf.edu
sfghres.ucsf.edu
acrc.ucsf.edu
lomvardaslab.ucsf.edu
hcgne.ucsf.edu
geriatrics.ucsf.edu
top.ucsf.edu
ita.ucsf.edu
nursing.ucsf.edu
hospitalmedicine.ucsf.edu
nic.ucsf.edu
plastic.surgery.ucsf.edu
memory.ucsf.edu
prds.ucsf.edu
pulmonary.ucsf.edu
5. Syndicate Profiles data tocampus websites and apps
Results
Jan-
12
Feb-1
2
Mar
-12
Apr-1
2
May
-12
Jun-
12
Jul-1
2
Aug-1
2
Sep-1
2
Oct-
12
Nov-1
2
Dec-1
2
Jan-
13
Feb-1
3
Mar
-13
Apr-1
3
May
-13
Jun-
130
10,000
20,000
30,000
40,000
50,000
60,000
70,000
Visits per month (campus) Visits per month (external)
PHASE 3: ENGAGEMENTJUL 2013 – JUL 2014
The challenge
Only 28% of users had edited their own Profiles pages (as of August 2013)
Regular Email Doesn’t Work
Source: YouKnowWhatSpamEmailis
Key Strategies
1. Measure: Establish benchmarks
2. Partnerships: Easier to work together
3. Automation: Tech trumps manual labor
4. Vanity: Tap into user motivations
CO-BRANDED PERSONALIZED EMAILS
Case study 1
Email open rates for these campaigns, vs. industry averages
• UCSF Profiles News Email: 41%• UCSF Profiles UCTV Email: 39%• Our department newsletter: 26%• Nonprofit industry avg.: 25%• Education industry avg.: 23%• Social networking avg.: 22%• Software / web app avg.: 22%
AUTOMATEDONBOARDINGEMAILS
Case study 2
Automated onboarding email
1.User added to Profiles
2.Daily process checks new user logs
3.New users get a customized welcome email,delivered via Mandrill email service provider
Automated onboarding email
After two weeks…if they didn’t edit their Profile
A/B tested subject lines
“Reminder: Mary, take a few minutesto update your UCSF Profiles page”
vs.
“Mary, here are three ways toenhance your UCSF Profiles page”
After two weeks…if they did edit their Profile
Email open rates
• Welcome email #1: 39%Click-thru rate #1: 32 %
• Welcome email #2A (didn’t edit): 26%• Welcome email #2B (did edit): 31%
CUSTOMIZED ENGAGEMENT EMAILS
Case study 3
Default vs. Customized Profile
Customization rates
As of November 2013, before this round of emails:
• 18% had added a bio and photo• 20% had added only a photo• 3% had only added a bio• 59% had added neither
Ask users to fill out their Profiles
• We sent a customized emailto 3,072 Profiles page owners
• Emails were customized by segments:1. missing photo (3%)
2. missing bio (20%)
3. missing photo and bio (59%)
Users gets a custom pitch
• Specific call to action (e.g. “add photo”)• Share average pageviews to motivate
users
Results
• “Add bio” email 12% made edits• “Add photo” email 11% made edits• “Add both” email 10% made edits
UCSF PROFILESANNUAL REPORT 2013
Case study 4
What do researchers care about?
Academic reputation
Funding
Status
Google Analytics tells us which networks looked at which user
So we can answer…
Am I being viewed by:
1. Colleagues at UCSF?
2. Colleagues at other universities?
3. Pharmaceutical companies?
4. Foundations?
5. The National Institute of Health?
A/B testing subject lines
• NAME, your 2013 UCSF Profiles page report is ready• NAME, your 2013 UCSF Profiles report is ready• NAME, your 2013 UCSF Profiles stats are ready• NAME, your UCSF Profiles stats are ready• NAME, your UCSF Profiles pageviews in 2013• NAME, your UCSF Profiles pageviews
Winner!
Email results
• Sent to 2,713 Profile owners• Zero unsubscribes!• Open rate: 46%• Click rate: 14%
Survey user feedback
• 236 recipients (8.7%) completed survey
• 100% of them said knowing who looks at their Profile page is useful/interesting
Survey user feedback
• “I want to learn exactly who (which pharma, institution, company, govt agency) viewed my profile”
• “How many people are clicking on my publications?”
• “Are my pageviews high or low, compared with others?”
• “Always happy to see my name up in lights!”
Survey user feedback
• “I like my Profiles page. I think it's a great landing site for collaborators and students who want to do research with me.”
• “I've been putting off updating my page - this is very motivating”
• “This was a pleasant surprise. I didn't even know this information was being collected. I certainly didn't know others were interested.”
Did emails helpchange users’ behavior?
YES!385 net users (6% of total)
updated their Profilesfor the first time
Key lessons
1. Measure: Establish benchmarks
2. Partnerships: Easier to work together
3. Automation: Tech trumps manual labor
4. Vanity: Tap into user motivations
The team
Thank you!
Nooshin Latour
@nooshin
Anirvan Chatterjee
@anirvan
UCSF Profiles
profiles.ucsf.edu