data driven decision-making - students' unions 2013
Post on 14-Apr-2017
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Data-drivendecision-making
#sucomms
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Jo Walters@jowaltersMembership Engagement CoordinatorSussex Students’ Union
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WARNING!
This may get a bit geeky in
places
@jowalters #sucomms
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flickr.com/photos/x1brett/3892759647@jowalters #sucomms
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graphs...
digital...
comms...
I love;
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13,500 students43% voted
2 pheasants
@jowalters #sucomms
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Web, social media, research & engagement
@jowalters #sucomms
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Important caveats
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An art & a science@jowalters #sucomms
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Not everything that counts can be counted, and not everything that can be counted counts
@jowalters #sucomms
Theories based on data
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Indicators,not the goal
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We’re still learning
@jowalters #sucomms
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What’s the point?@jowalters #sucomms
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“We want to calculate return on investment”
@jowalters #sucomms
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“It’s one of our KPIs”
@jowalters #sucomms
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“I want/need to justify how I spend my time”
@jowalters #sucomms
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“I like graphs”
@jowalters #sucomms
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Testing & learning...@jowalters #sucomms
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...helps us make better things@jowalters #sucomms
flickr.com/photos/kheelcenter/5277921657@jowalters #sucomms
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What are people looking at?
What are people searching for?
How are people navigating your site?
How do people get to your site?
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Looking at content
@jowalters #sucomms
flickr.com/photos/tarynmarie/218965633@jowalters #sucomms
We looked at real life actual online right now examples
Digital review
Digital review
Usage across the yearPageviews, bounce rate etcMost viewed contentNavigation pathSource, e.g. referralsSearch termsFacebook like sourcesReach/engaged users/talking about this on Facebook
Digital review
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http://www.sussexstudent.com/
?utm_source=facebook
&utm_medium=socialmedia
&utm_campaign=ussu
An example...
A tagged link
http://www.sussexstudent.com/
?utm_source=facebook
&utm_medium=socialmedia
&utm_campaign=ussu
This is the url we’re tracking
http://www.sussexstudent.com/
?utm_source=facebook
&utm_medium=socialmedia
&utm_campaign=ussu
Referrer, e.g. google, citysearch, newsletter4
You choose this value –
it’ll show up in Google
Analytics
http://www.sussexstudent.com/
?utm_source=facebook
&utm_medium=socialmedia
&utm_campaign=ussu
Marketing medium, e.g. cpc, banner, email
You choose this value –
it’ll show up in Google
Analytics
http://www.sussexstudent.com/
?utm_source=facebook
&utm_medium=socialmedia
&utm_campaign=ussu
e.g. product, promo code, slogan
You choose this value –
it’ll show up in Google
Analytics
flickr.com/photos/tarynmarie/218965633@jowalters #sucomms
Back to the interwebs for an example
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Comparing sources
Do different sources send different traffic?
flickr.com/photos/laughingsquid/986542579@jowalters #sucomms
flickr.com/photos/daniloramosweb/3854330282@jowalters #sucomms
Facebook creates more visits
flickr.com/photos/jdlasica/7985185163@jowalters #sucomms
Does my work have any effect?
flickr.com/photos/mharrsch/402047051@jowalters #sucomms
Tagged links, i.e. official FB/Twitter accounts
Others, e.g. other Union accounts, students
Analytics IQ lessons nerd
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How can we get more people to engage with our emails?
@jowalters #sucomms
Have you voted yet? Only 6 hours left to
vote yes or no in the referenda
Only 6 hours left to vote yes or no in the
referenda
Subject line split test 1
Each sent to ~5800 subscribers
Have you voted yet? Only 6 hours left to
vote yes or no in the referenda
• 0.9% clicked
• 11.9% opened
Only 6 hours left to vote yes or no in the
referenda
• 1.2% clicked
• 13% opened
Subject line split test 1
Each sent to ~5800 subscribers
flickr.com/photos/rickharris/430890004@jowalters #sucomms
Subject line split test 2
Each sent to ~6000 subscribers
Don't miss your chance to have your
say at Sussex, {name}
Take two minutes to choose who will represent you at Sussex, {name}
Don't miss your chance to have your
say at Sussex, {name}
• 1.5% clicked
• 17.7% opened
Take two minutes to choose who will represent you at Sussex, {name}
• 2.4% clicked
• 17.7% opened
At one point, we were getting
by changing a few wordsTWICE AS MANY VOTES
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Use this information
to improve your communications
@jowalters #sucomms
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Improve the language you use. Drop the jargon & talk like a student
@jowalters #sucomms
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Think like a student. What are
they looking for, not what do you
want to tell them?@jowalters #sucomms
flickr.com/photos/seattlemunicipalarchives/2713475713
Theorise.Do.
Test.Review.Repeat.
@jowalters #sucomms
flickr.com/photos/mrjoro/89187454/@jowalters #sucomms
Digital survey coming soon...
flickr.com/photos/joegratz/208778322@jowalters #sucomms
flickr.com/photos/ niklaswikstrom/5214708665@jowalters #sucomms
sussexstudent.com/sharing
sucomms.wordpress.com
joannawalters.co.uk
#sucomms
flickr.com/photos/paix_et_amour/2461032845
Comms by the Coast
26th July
FREE informal conference
commsbythecoast.eventbrite.co.uk
Questions?
flickr.com/photos/kalavinka/4617897952@jowalters #sucomms
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