data driven decision making jessica fries-gaither fries-gaither.1@osu.edu kim lightle...

Data Driven Decision MakingJessica Fries-Gaither

fries-gaither.1@osu.eduKim Lightle

lightle.16@osu.edu

Multiple Sources of Data from Multiple Sources**

Tell us something about…• Our users• Their needs• And where they are on the webAnd informs…• Content Development• Delivery Decisions**OSU, ExpertVoices, Content Clips, Google

Data Streams

• Survey data– General web use– Specific content

• Expert reviews (external evaluator)• User Feedback

- User testing (homepage, issue page, article format)- Focus groups (science content knowledge)- Blog comments and in-links- Comments of guest contributors

Web Metrics• Referrals (front door or side window)• Search logs – Search engine referral logs– Site search logs

• Number of Pageviews• Sessions• Requested Pages• Click Paths• Time Frames• Session Length – How “sticky” are pages?

Cyberzine Usage Statisticshttp://beyondpenguins.nsdl.org/

Basic Usage Statistics• Pageviews• Visits• Unique visitors• Average

pages/visit• Average time on

site• Bounce rate• New visits

Who is our audience?

Intended audience = elementary teachersActual audience = ?Infer from:• Traffic sources• Keywords• Landing Pages• Top Content

Traffic Sources

Direct Traffic ~ 6%Referring Sites ~13%Search Engines ~ 81%

Decisions• Maximize search

engine optimization• Solicit links from

related sites• Promote site to

increase direct traffic• Design site to

encourage further exploration

Traffic Sources: Referring SitesReferring Sites• Expert Voices• internet4classrooms.com• NSDL• Byrd Polar Research Center• NSF• Yukon Education Student Network• International Polar Year

Compare to site averages:

Decisions

• Identify where teachers are on web and solicit links/distribute content.

Visitors from NSDL.org

Site average

Pages/visit 8.06 1.92

Time on site 12:54 1:35

Keyword Searches(September 2008)

Water cycle lesson plansDiscrepant eventsTeaching context cluesBeyond penguins and polar bearsRocks and minerals lessonTeaching day and nightCause and effect activitiesExpository articlesScience notebooksSeasons misconceptions

Top Landing Pages (September 2008)

Rock and Mineral lessonsHome pageLiteracy Content Knowledge: Context CluesWater Cycle lessonsDiscrepant Events in Elementary ClassroomsSeason Misconceptions Aurora art lessons Rock and mineral misconceptions

Top Content(September 2008)

Rock and Mineral lessonsHome pageWater Cycle lessonsLiteracy Content Knowledge: Context CluesSeptember IssueSeason misconceptionsRocks and Minerals feature story Discrepant Events in Elementary ClassroomsWeather and Climate lessonsDay/Night and Seasons lessonsAurora art lessonsRock and Mineral misconceptions

Where on the web are teachers?

Monitor referring sites for number and depth of visits

Digital stories uploaded to YouTube and TeacherTube.

YouTube TeacherTube Blog*

Polar Sense of Place

79 471 64

Antarctic Rocks 35 227 52

*Only includes “clicks” on that particular post. Does not represent all views (general blog traffic and RSS subscribers).

Conclusions

• Web metrics are useful, but don’t provide conclusive data about audience and needs

• Need to triangulate data across multiple data streams

• Need to consider context: project design, and users themselves