We are the Champions of...What?

Tracking Digital Metrics That Matter

Introduction to the TeamWelcome!

Autumn RoseDirector, Analytics

@aaroseArose@forumone.com

Minal BopaiahFormer Communications

Manager, PSI@brevityandwit#17NTCDataChamps

#DataChampChampion your Cause, Measure your Success

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We do a lot.As communications professionals we are spread thin, working on

multiple initiatives across multiple channels with multiple stakeholders

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Mission

Initiative

Initiative

Initiative

Tactic

Tactic

Tactic

Tactic

Tactic

Tactic

Tactic

Tactic

Tactic

Tactic

TacticTactic

Tactic

Tactic

Tactic

Tactic

Tactic

Tactic

Tactic

Tactic

Tactic

Tactic

Tactic Tactic

Tactic

Tactic

Tactic

Tactic

InitiativeTactic

Initiative

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Tactic

Tactic

Tactic

Initiative

Tactic

Tactic

Tactic

Tactic

Tactic

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Initiative

Tactic

Tactic

Tactic

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InitiativeTactic

Tactic

Sometimes we can lose sight of our mission.

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But our mission is what gives us clarity in setting our direction.

Mission

It All Starts with Your MissionYour mission should be used as the glue that ties together all your communications activities.

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Initiative

Initiative

Initiative

Mission

Map out how your organization is working towards achieving its mission; this often aligns with program areas or your organizational structure.

Map it Together

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Initiative

Initiative

Initiative

Objective

Objective

Mission

Objective

Objective

Objective

Objective

Objective

Objective

Map it TogetherIdentify the specific projects and activities that your organization is taking on to achieve those initiatives.

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Objective

Objective

Objective

Initiative

Initiative

Initiative

Objective

Objective

Mission

Objective

Objective

Objective

Objective

Objective

Objective

?

Map it TogetherIdentify the specific projects and activities that your organization is taking on to achieve those initiatives.

Are there things that fall outside of those core initiatives?

Objective

Objective

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Initiative

Initiative

Initiative

Objective

Objective

Mission

Objective

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Just say no.

Aligning Your WorkIf you can’t map a tactic to your mission…it’s time to reevaluate.

Our Power Comes From Our MissionEvery initiative we take on and every tactic we leverage, should be moving our mission forward, making an impact.

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MissionHelp people in the developing world lead healthier lives by marketing affordable products and services.

Mission

PSI: Mapping it Out

Initiative

MissionHelp people in the developing world lead healthier lives by marketing affordable products and services.

InitiativeInnovate fundraising mechanisms to help create sustainable and strong health systems.

Initiative

Mission

Initiative Objective

PSI: Mapping it Out

Initiative

Objective

Mission

ObjectiveNurture relationships with catalytic donor organizations (e.g., BMGF, UNITAID, etc.).

Help people in the developing world lead healthier lives by marketing affordable products and services.

InitiativeInnovate fundraising mechanisms to help create sustainable and strong health systems.

InitiativeObjective

Objective

Mission

Initiative Objective

Objective

PSI: Mapping it Out

Initiative

Objective

Mission

ObjectiveNurture relationships with catalytic donor organizations (e.g., BMGF, UNITAID, etc.).

Help people in the developing world lead healthier lives by marketing affordable products and services.

InitiativeInnovate fundraising mechanisms to help create sustainable and strong health systems.

InitiativeObjective

Objective

Mission

Initiative Objective

Objective

Tactic

TacticsPublish strategic content; ask donors and partners to promote on social; drive traffic to content thru email.

TacticTactic

PSI: Mapping it Out

Once we can frame our work, determine the KPIs that tell our story of success

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Why do we need KPIs?

Align teams across the organization to work towards a consistent set of objectives, saving time and money

Demonstrate ROI on specific activities and initiatives

Simplify reporting by developing a consistent method of quantifying success

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Selecting your KPIs

Prioritizing & Storytelling

Unambiguously tell the story of performanceMetrics should be able to be directly influenced through your work

Have the staff and resources to impact and monitor your KPIs in the long term

Get buy in from leadership#17NTCDataChamps

Setting Targets

Set your goals based on past performance; collect 6 months of data before making final selections

Be careful with industry standards; it’s unlikely to find true apple to apple comparisons

Ensure they are sustainable in both staff time and budget

Reaching Your Goals

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Get the Right Equipment

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Time to StretchIt’s audience participation time

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Site Performance

Tools

● Performance of specific content● User engagement● Traffic sources

Google Analytics - Free

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Social MediaTools

● Tweets● Retweets● Posts

● Reach● Shares● Likes

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EmailTools

● Subscribers● New subscribers● Emails sent● Emails opened

Recommended: N/A

● Clickthrough● Unsubscribe● Forward

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Once we have the data,how do we set benchmarks?

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There are no “right” targets.You are always competing

against yourself.

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Why can’t I compare?

How analytics is configured can significantly impact how data is collected or calculated

There are different targets for various types of content

Various target audiences behave differently

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Bounce Rate

63% Bounce RateInformation Distribution Sites

60% Bounce RateCommunity Sites

34% Bounce RateData Exploration Sites

Site Performance

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Pages per Session

2.35 pages per sessionInformation Distribution Sites

2.75 pages per sessionCommunity Sites

4.4 pages per sessionData Exploration Sites

Site Performance

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Specifictangible and concrete

Measurableusing tools & strategies

Achievable by you and your team

Realistic in the real world

Timebound monthly, quarterly, yearly

Be Smart in Selecting your Benchmarks

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Objective

Initiative

Objective

InitiativeObjective

Objective

Mission

Initiative

Objective

TacticTactic

Tactic

Now that we’ve done the work...

Objective

Initiative

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InitiativeObjective

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Mission

Initiative

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TacticTactic

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...how do we communicate the results?

Pro TipImpact stories will align with your

audiences; your reporting will align with your organizational structure.

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Objective

The Do-ersFrequency

Real time, self service

ContentGranular reporting on the performance of their activities

Compare year over year performance & benchmarksInitiative

Objective

InitiativeObjective

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Mission

Initiative

Objective

TacticTactic

Tactic

Reporting it Up

Objective

Frequency

Weekly/Monthly Synthesized Reports

ContentSummarize tactic performance in relationship to the objectives they are looking to achieve

Compare year over year performance & benchmarks

Propose opportunities to improve, expand, or revise the tactics

Initiative

Objective

InitiativeObjective

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Mission

Initiative

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TacticTactic

Tactic

Reporting it Up Program Managers

Objective

Frequency

Monthly Synthesized Reports

ContentMonthly performance summary of all related objectives

Highlight tactics that were uniquely successful (or failures)

Offer specific recommendations to improve impact on overall initiative

Provide insight into anticipated future performance

Initiative

Objective

InitiativeObjective

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Mission

Initiative

Objective

TacticTactic

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Reporting it Up Directors

Frequency

Quarterly/Yearly

ContentHigh level summary of progress towards yearly goals

Showcase select successes and learnings

Provide insight into anticipated future goals

Reporting it Up CEO & Board

Introduction to the TeamThank You!

Autumn RoseDirector, Analytics

@aaroseArose@forumone.com

Minal BopaiahConsultant

@brevityandwitminal@brevityandwit.com#17NTCDataChamps

Introduction to the TeamYour Next Steps

Download Our White PaperAvailable at forumone.com, learn more about best practices, selecting metrics, and building a sustainable analytics strategy.

Give Us a CallDiscuss your needs, your ideas, or where you are running into issues. We can help!

arose@forumone.com

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