Flickr Photo by Powerbook Trance
I'm speaking at the eMetrics the premiere conference for Web measurement geeks. Where else you could you pick up conference schwag like a google analytics toothbrush with the words "brush, rinse, and repeat" printed alongside the google logo?
The morning key was delivered by Jim Sterne, founder of eMeterics who is an amazing speaker. His engaging and funny presentation was called "Tough Times call for Tough Measures." While most of his remarks were geared for-profit sector, there is much that we can translate to the nonprofit sector. He made the points that your metrics must get you to results - and the three most important results are:
- Increased Revenue
- Lowered Expenses
- Increased Customer Satisfaction
The underlying theme of his informative talk was about customer experience. "Figure out who you are customers and what they want they will reward you with loyalty." He asked, "how do you measure loyalty?" Count the number of people who have tattoos with your company logo."
He talked about different categories of metrics for the web:
1) Types of visitors: You have to get inside your customer's heads and what is important to them. Chart of an emotional visit to Starbucks. The last impression is the most important. You have to figure out how to segment them and what it means by segment.
2.) Customer Relationship Spectra: What kinds of visits. They visit one page and goes away. There are bouncers, looky looky, hunger, gatherer, shopper, buyer, needy or desperate? We need to focus on the buying process. Don't focus on the selling cycle, focus on the buying process. Translation for nonprofits - focus on the ladder of engagement.
3.) Measuring Loyalty: How do you measure loyalty? Count the number of people who tatoo your logo on their skin!
4.) Types of Metrics: We've got too much stuff to measure. So, we turn to tools. Problem with tools you keep doing one thing. Or else you spend a lot of money on a complex tool. It is so complex that something will go wrong. Alternative is: simple tool that is made too complex because it is doing too many things. We've got more tools, more reports, and more stuff than we know to do with.
The second time you go through your data - you can't do discovery - you need to do analysis. That's harder and takes longer.
The big five to measure:
Behavior: What do they do? - Where are people going? Google Analytics is free - strategic importance and feature set. It will get you to the point to understand analytics well enough and why you need to move up to more expensive tools.
It takes more than tools!
Embrace testing, failure, curosity, persistant analysis, and refinement
Attitude: How do they feel?
Need to look at off the site - web 2.0 - your brand is not your own. Need to keep track of what people are saying.
On Your Web Site: World's best survey - why did you come?, is there problem? if yes, fix it.
Competition: Ranking, clickstream, etc
American customer satisfaction index - how happy people are? You can measure happiness. How do you compare?
Management: How are you doing all of this? It is really annoying, but important.
Outcome: Every page has ROI. Is it working at all? Is anybody there? Is it working well? Are we increasing customer satisfaction, it is by segement. Turn people into satisfied customers who will be repeat customers and tell their friends.
There was a lot more to his fast-paced talk - I found that his style was so engaging that I had trouble taking notes. More from the WebMetrics Guru Blog and my flickr pics of some slides here.
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