from black hole to gold mine: adding analytics to the university portal (176039706)
TRANSCRIPT
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7/27/2019 From Black Hole to Gold Mine: Adding Analytics to the University Portal (176039706)
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From Black Hole to Goldmine
- Putting Analytics in the Portal
Martin Morrey, University of Edinburgh
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7/27/2019 From Black Hole to Gold Mine: Adding Analytics to the University Portal (176039706)
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Our Trajectory
In a Perfect Universe
Inside The Black Hole
To The Event Horizon
GOLD!
Lets Go Mining
What Next
Summary
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7/27/2019 From Black Hole to Gold Mine: Adding Analytics to the University Portal (176039706)
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In a perfectuniverse…
June 4, 2013From Black Hole to Gold
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Your university has a portal
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WHAT DO YOU KNOW ABOUT YOUR
PORTAL? Please write a user story
In your groups
On a card
Online participants
By tweeting with #edu13 #bh
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Story should contain…
WHO
WHAT
WHY
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Card Example
As a student communications officer ,
I want to know which announcements are
the most popular with students each month,
so I can improve the quality and uptake of
our communications with students
WHO
WHAT
WHY
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7/27/2019 From Black Hole to Gold Mine: Adding Analytics to the University Portal (176039706)
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What have we got?
Have you completed your card?
Have you Tweeted?
Tweets for #edu13 #bh
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Prioritise
Put sticky dots on stories you think are: Most useful
Most important
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Inside the black hole
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Portal
User
activity
The Black Hole of User Tracking
Illustration: NASA/CXC/M.Weiss
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• Server-side logging
• We could find out:
– How many users logged-in – Some idea of roles (student, staff…)
– What customisations are made
• BUT that was about it!
What we had…
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“Black Holes Ain’t So Black”
Go client side:
• It’s where the users are!
Google Analytics:
• Quick
• Familiar• Free!
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Escaping the Page
Singularity
• The default unit of tracking in Google
Analytics is…?
– …the page • BUT Page Views are little use:
– In our portal, pages ≡ tabs
• We are most interested in channels – A tab contains multiple channels
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The event horizon
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Client1: Google Analytics Events
Code attached to a user interaction Link click
Button click…
Use to record interactions with our channels, BUT:
~200 channels
Using a range of technologies
All to be coded separately
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Client2: Apply the events in client
Use jQuery to: Add click event to every link and button
displayed
After page has rendered
Covers everything user sees:
Portal interface
Portlets
Proxied content…
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Page Rendered
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Events Added, +0.1s
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GOLD!
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Seeking Nuggets…
WHAT is used? Name of channel + links, buttons, controls clicked
Navigation
WHO is using it?
Applicants, staff, students…
Organisational unit, Degree Programme
MORE
Errors, performance, geographic…
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What GOLD
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GA Events (WHAT)
Google Analytics Events have 3 keyproperties:
Category
"Navigation", "Channel-Use", "Error",…
Action
Name of the tab, channel…
Label
Text / URL of link
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Results: Top Categories
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Channel-Use Actions
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Announcements Labels
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Who GOLD
June 4, 2013From Black Hole to Gold
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GA Custom Variables (WHO)
Attach persistent attributes to user Key-Value pair, recorded with event
Maximum of 5
Used to segment our results
June 4, 2013From Black Hole to Gold
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Custom Variable 1:MyEdRole
June 4, 2013 From Black Hole to Gold Mi
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Creating a Segment
June 4, 2013 From Black Hole to Gold
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"Event Booking" Segmented
Segment
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Flow Segmented
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more GOLD(optional)
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Visits by Distance
Learners
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Visits by Applicants
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Visits by Alumni
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Announcements Error Events
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Lets go mining
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Lets Build a report
Taking our favourite story/stories
Lets choose a:
metric
dimension
way to segment users
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Way forward(optional)
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What We're Doing With It
Now Input into a portal restructuring exercise
Priorities for mobile
Reports to channel owners, projects
GA “Intelligence” for early warnings
Potential for:
Dashboards for channel/tab owners
Library, Careers, Alumni services
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Further Development
Separate JavaScript from uPortalapplication
Track drag-and-drop events
Generalise to other applications? Dual… code other analytics tools
June 4, 2013From Black Hole to Gold
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More Analytics Solutions
Pwik Open source
Access to raw data ->deeper analysis
Better real-time reporting
Google "Universal Analytics"
Custom dimensions and metrics (20!)
Tracking configured from web console
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summary
June 4, 2013From Black Hole to Gold
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Escape Complete
Using a client application of Google Analytics we can:
Track any link or button displayed to the user
Build meaningful reports on portal usage
Segment by up to 5 attributes of user/context
Portal analytics provides useful info for:
Service management and improvement
Owners of individual portal channels
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Gold miners required!
[email protected] @martinmorrey
Web Integration Manager Applications Division, Information Services, University of
Edinburgh
+ 44 131 651 5233