data driven decision making jessica fries-gaither [email protected] kim lightle...
TRANSCRIPT
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