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We are the
Champions
of...What?
Tracking Digital Metrics That Matter
Introduction to the TeamWelcome!
Autumn Rose
Director, Analytics
@aarose
Arose@forumone.com
Minal Bopaiah
Former Communications
Manager, PSI
@brevityandwit#17NTCDataChamps
#DataChamp
Champion your Cause, Measure your Success
#17NTCDataChamps
We do a lot.
As communications professionals we are spread thin, working on
multiple initiatives across multiple channels with multiple
stakeholders
#17NTCDataChamps
Mission
Initiative
Initiative
Initiative
Tactic
Tactic
Tactic
Tactic
Tactic
Tactic
Tactic
Tactic
Tactic
Tactic
Tactic
Tactic
Tactic
Tactic
Tactic
Tactic
Tactic
Tactic
Tactic
Tactic
Tactic
Tactic
Tactic Tactic
Tactic
Tactic
Tactic
Tactic
Initiative
Tactic
Initiative
Tactic
Tactic
Ta
Tactic
Initiative
Tactic
Tactic
ic
Tactic
c
Initiative
Tactic
Tactic
Tactic
Tactic
ic
Tactic
Sometimes
we can lose
sight of our
mission.
#17NTCDataChamps
But our mission
is what gives us
clarity in setting
our direction.
Mission
It All Starts with Your Mission
Your mission should be used as the glue that ties together all
your communications activities.
#17NTCDataChamps
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
#17NTCDataChamps
Initiative
Initiative
Initiative
Objective
Objective
Mission
Objective
Objective
Objective
Objective
Objective
Objective
Map it Together
Identify the specific projects and activities
that your organization is taking on to
achieve those initiatives.
#17NTCDataChamps
Objective
Objective
Objective
Initiative
Initiative
Initiative
Objective
Objective
Mission
Objective
Objective
Objective
Objective
Objective
Objective
?
Map it Together
Identify the specific projects and activities
that your organization is taking on to
achieve those initiatives.
Are there things that
fall outside of those core
initiatives?
Objective
Objective
Objective
Initiative
Initiative
Initiative
Objective
Objective
Mission
Objective
Objective
Objective
Objective
Objective
Objective
Just say no.
Aligning Your Work
If you can’t map a tactic to your mission…
it’s time to reevaluate.
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.
#17NTCDataChamps
We Are the Champions of . . . What, Exactly? Tracking Digital Metrics That Matter
Mission
Help people in the developing world lead healthier
lives by marketing affordable products and services.
Mission
PSI: Mapping it Out
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
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
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
Once we can frame our work,
determine the KPIs that
tell our story of success
#17NTCDataChamps
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
#17NTCDataChamps
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
#17NTCDataChamps
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
#17NTCDataChamps
Get the Right Equipment
#17NTCDataChamps
Time to Stretch
It’s audience participation time
#17NTCDataChamps
Site
Performance
Tools
● Performance of specific content
● User engagement
● Traffic sources
Google Analytics - Free
#17NTCDataChamps
Social Media
Tools
● Tweets
● Retweets
● Posts
● Reach
● Shares
● Likes
#17NTCDataChamps
Email
Tools
● Subscribers
● New subscribers
● Emails sent
● Emails opened
Recommended: N/A
● Clickthrough
● Unsubscribe
● Forward
#17NTCDataChamps
Once we have the data,
how do we set benchmarks?
#17NTCDataChamps
There are no “right” targets.
You are always competing
against yourself.
#17NTCDataChamps
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
#17NTCDataChamps
Bounce
Rate
63% Bounce Rate
Information Distribution Sites
60% Bounce Rate
Community Sites
34% Bounce Rate
Data Exploration Sites
Site Performance
#17NTCDataChamps
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
#17NTCDataChamps
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
#17NTCDataChamps
Initiative
Objective
e
ective
Mission
Objective
Tactic
Tactic
Tactic
Now that we’ve
done the work...
Initiative
Objective
e
ective
Mission
Objective
Tactic
Tactic
Tactic
...how do we
communicate the
results?
Pro Tip
Impact stories will align with your
audiences; your reporting will align with
your organizational structure.
#17NTCDataChamps
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
We Are the Champions of . . . What, Exactly? Tracking Digital Metrics That Matter
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
We Are the Champions of . . . What, Exactly? Tracking Digital Metrics That Matter
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
We Are the Champions of . . . What, Exactly? Tracking Digital Metrics That Matter
Frequency
Quarterly/Yearly
Content
High level summary of progress towards
yearly goals
Showcase select successes and
learnings
Provide insight into anticipated future
goals
Reporting it Up CEO & Board
Introduction to the TeamThank You!
Autumn Rose
Director, Analytics
@aarose
Arose@forumone.com
Minal Bopaiah
Consultant
@brevityandwit
minal@brevityandwit.com#17NTCDataChamps
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
#17NTCDataChamps

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