Learn to map metrics across your digital platforms to your organization's mission, compare them to industry trends, and examine methods to optimize your communications strategy.
2. Introduction to the TeamWelcome!
Autumn Rose
Director, Analytics
@aarose
Arose@forumone.com
Minal Bopaiah
Former Communications
Manager, PSI
@brevityandwit#17NTCDataChamps
4. We do a lot.
As communications professionals we are spread thin, working on
multiple initiatives across multiple channels with multiple
stakeholders
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8. Mission
It All Starts with Your Mission
Your mission should be used as the glue that ties together all
your communications activities.
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9. Initiative
Initiative
Initiative
Mission
Map out how your organization is working
towards achieving its mission; this often
aligns with program areas or your
organizational structure.
Map it Together
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13. Our Power Comes From
Our Mission
Every initiative we take on and every
tactic we leverage, should be moving
our mission forward, making an impact.
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15. Mission
Help people in the developing world lead healthier
lives by marketing affordable products and services.
Mission
PSI: Mapping it Out
16. Initiative
Mission
Help people in the developing world lead healthier
lives by marketing affordable products and services.
Initiative
Innovate fundraising mechanisms to help create
sustainable and strong health systems.
e
Mission
PSI: Mapping it Out
17. Initiative
Objective
Mission
Objective
Nurture relationships with catalytic donor
organizations (e.g., BMGF, UNITAID, etc.).
Help people in the developing world lead healthier
lives by marketing affordable products and services.
Initiative
Innovate fundraising mechanisms to help create
sustainable and strong health systems.
e
ective
Mission
Objective
PSI: Mapping it Out
18. Initiative
Objective
Mission
Objective
Nurture relationships with catalytic donor
organizations (e.g., BMGF, UNITAID, etc.).
Help people in the developing world lead healthier
lives by marketing affordable products and services.
Initiative
Innovate fundraising mechanisms to help create
sustainable and strong health systems.
e
ective
Mission
Objective
Tactic
Tactics
Publish strategic content; ask donors and partners to
promote on social; drive traffic to content thru email.
Tactic
Tactic
PSI: Mapping it Out
19. Once we can frame our work,
determine the KPIs that
tell our story of success
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20. Why do we
need KPIs?
Align teams across the organization
to work towards a consistent set of
objectives, saving time and money
Demonstrate ROI on specific
activities and initiatives
Simplify reporting by developing a
consistent method of quantifying
success
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21. Selecting
your KPIs
Prioritizing & Storytelling
Unambiguously tell the story
of performance
Metrics should be able to be
directly influenced through
your work
Have the staff and resources to
impact and monitor your KPIs
in the long term
Get buy in from leadership
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22. Setting
Targets
Set your goals based on past
performance; collect 6 months of
data before making final selections
Be careful with industry standards;
it’s unlikely to find true apple to
apple comparisons
Ensure they are sustainable in both
staff time and budget
Reaching Your Goals
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27. Email
Tools
● Subscribers
● New subscribers
● Emails sent
● Emails opened
Recommended: N/A
● Clickthrough
● Unsubscribe
● Forward
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28. Once we have the data,
how do we set benchmarks?
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29. There are no “right” targets.
You are always competing
against yourself.
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30. Why can’t
I compare?
How analytics is configured can
significantly impact how data is
collected or calculated
There are different targets for
various types of content
Various target audiences behave
differently
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31. Bounce
Rate
63% Bounce Rate
Information Distribution Sites
60% Bounce Rate
Community Sites
34% Bounce Rate
Data Exploration Sites
Site Performance
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32. Pages per
Session
2.35 pages per session
Information Distribution Sites
2.75 pages per session
Community Sites
4.4 pages per session
Data Exploration Sites
Site Performance
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33. Specific
tangible and concrete
Measurable
using tools & strategies
Achievable
by you and your team
Realistic
in the real world
Timebound
monthly, quarterly, yearly
Be Smart in
Selecting your
Benchmarks
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36. Pro Tip
Impact stories will align with your
audiences; your reporting will align with
your organizational structure.
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37. The Do-ers
Frequency
Real time, self service
Content
Granular reporting on the performance
of their activities
Compare year over year performance &
benchmarksInitiative
Objective
e
ective
Mission
Objective
Tactic
Tactic
Tactic
Reporting it Up
39. Frequency
Weekly/Monthly Synthesized Reports
Content
Summarize tactic performance in
relationship to the objectives they are
looking to achieve
Compare year over year performance &
benchmarks
Propose opportunities to improve,
expand, or revise the tactics
Initiative
Objective
e
ective
Mission
Objective
Tactic
Tactic
Tactic
Reporting it Up Program Managers
41. Frequency
Monthly Synthesized Reports
Content
Monthly performance summary of all
related objectives
Highlight tactics that were uniquely
successful (or failures)
Offer specific recommendations to
improve impact on overall initiative
Provide insight into anticipated future
performance
Initiative
Objective
e
ective
Mission
Objective
Tactic
Tactic
Tactic
Reporting it Up Directors
44. Introduction to the TeamThank You!
Autumn Rose
Director, Analytics
@aarose
Arose@forumone.com
Minal Bopaiah
Consultant
@brevityandwit
minal@brevityandwit.com#17NTCDataChamps
45. Introduction to the TeamYour Next Steps
Download Our White Paper
Available at forumone.com, learn more about best
practices, selecting metrics, and building a
sustainable analytics strategy.
Give Us a Call
Discuss your needs, your ideas, or where you are
running into issues. We can help!
arose@forumone.com
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