web analytics: creating reports that people will read

Web Analytics: Writing a report that people will read

Max Daniels - abcd/WWW - 07.13.2011

the problem

the (current) solution

recency + click = engagement

•  red columns are GA advanced segments

•  black columns are standard GA KPIs

•  purple columns are computed values

harvard.edu most engaged traffic, May-June 2011: 7.8%

photo by erix used under Creative Commons license

gazette “most engaged” advanced segment

Gazette most engaged traffic, May-June 2011: 6.5%

social influence

reach = + + +

+ + + engagement =

____________________

summary

•  big board numbers for a quick read

•  measure both quality and quantity

•  engagement requirements can be stringent (and) or relaxed (or)

•  bar for each metric can be low or high

•  formulas can be simple or weighted

•  formulas can – and will – be modified

thank you

questions? max_daniels@harvard.edu

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