Using Analytics to Support Content Evangelization Catholic Media - - PowerPoint PPT Presentation

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Using Analytics to Support Content Evangelization Catholic Media - - PowerPoint PPT Presentation

Dec 15, 2023 276 likes •766 views

Using Analytics to Support Content Evangelization Catholic Media Conference 2018 Green Bay, Wisconsin Billy Atwell, Chief Communications Officer Diocese of Arlington P A R T O N E AUDIENCE BEHAVIOR STRATEGY ANALYSIS Diocesan

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Using Analytics to Support Content Evangelization

Catholic Media Conference 2018 Green Bay, Wisconsin Billy Atwell, Chief Communications Officer Diocese of Arlington

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AUDIENCE ▶ BEHAVIOR ▶ STRATEGY ▶ ANALYSIS

P A R T O N E

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Diocesan Survey

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FACEBOOK

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Facebook Publishing Tools Tab

PART ONE - AUDIENCE

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Facebook Insights Overview

PART ONE - AUDIENCE

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Facebook Insights Posts Tab

PART ONE - AUDIENCE

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News Feed Targeting/ Audience Restrictions

PART ONE - AUDIENCE

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Facebook Insights Videos Tab

PART ONE - AUDIENCE ▶ BEHAVIOR ▶ STRATEGY ▶ ANALYSIS

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Facebook Advertising

PART ONE - AUDIENCE ▶ BEHAVIOR ▶ STRATEGY

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ANY QUESTIONS?

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Who is your audience?

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Third Party Paid Advertising

Targeted Devices Audience Breakdown

PART ONE - AUDIENCE ▶ BEHAVIOR

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Email Distribution List

PART ONE - AUDIENCE ▶ BEHAVIOR ▶ STRATEGY ▶ ANALYSIS

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Email Distribution

PART ONE - AUDIENCE ▶ BEHAVIOR ▶ STRATEGY ▶ ANALYSIS

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Hurricane Relief Efforts

PART ONE - AUDIENCE ▶ BEHAVIOR ▶ STRATEGY ▶ ANALYSIS

Grand Total Raised over 2 Months: $125,770

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Facebook Advertising

PART ONE - AUDIENCE ▶ BEHAVIOR ▶ STRATEGY

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Facebook Advertising

PART ONE - AUDIENCE ▶ BEHAVIOR ▶ STRATEGY

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Facebook Advertising

PART ONE - AUDIENCE ▶ BEHAVIOR ▶ STRATEGY

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Facebook Advertising

PART ONE - AUDIENCE ▶ BEHAVIOR ▶ STRATEGY

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Facebook Advertising

PART ONE - AUDIENCE ▶ BEHAVIOR ▶ STRATEGY ▶ ANALYSIS

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Tapping potential donations

PART ONE - AUDIENCE ▶ BEHAVIOR ▶ STRATEGY ▶ ANALYSIS

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ANY QUESTIONS?

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Contact

Natalie Plumb, Digital and Social Media Coordinator Catholic Diocese of Arlington n.plumb@arlingtondiocese.org @NatalieJPlumb

More Social Media Resources: arlingtondiocese.org/CMC

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Tracking and Measuring Success with Web Analytics

P A R T T W O

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Recommended Resources at www.arlingtondiocese.org/CMC

PART TWO - WEB ANALYTICS

6 ESSENTIAL GOOGLE ANALYTICS REPORTS

REPORTS

GOOGLE CAMPAIGN URL BUILDER

CAMPAIGN URL BUILDER

GOOGLE ANALYTICS ACADEMY

ACADEMY

LINKS AND DOWNLOADABLE RESOURCES ON GOOGLE ANALYTICS

LINKS + RESOURCES

FROM TODAY’S PRESENTATION

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Tracking and Measuring Success with Web Analytics

  • 1. Understanding Google Analytics
  • a. Best Practices
  • b. Essential Reports
  • 2. Case Study:

How the Diocese of Arlington used Google Analytics to learn more about site visitor behavior on its Diocesan website home page

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#1 - Exclude employee traffic from your website analytics

PART TWO - WEB ANALYTICS ▶ UNDERSTANDING GOOGLE ANALYTICS ▶ BEST PRACTICES

The Problem:

Employee visits to your website = artificially inflated website traffic

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#1 - Exclude employee traffic from your website analytics

PART TWO - WEB ANALYTICS ▶ UNDERSTANDING GOOGLE ANALYTICS ▶ BEST PRACTICES

The Solution - Create an I.P. address filter

How to: www.arlingtondiocese.org/CMC

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#2 - Track visits to a landing page from multiple marketing channels during a campaign

PART TWO - WEB ANALYTICS ▶ UNDERSTANDING GOOGLE ANALYTICS ▶ BEST PRACTICES

The Problem:

Knowing which marketing channel sent the most traffic to your landing page during a campaign

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#2 - Track visits to a landing page from multiple marketing channels during a campaign

PART TWO - WEB ANALYTICS ▶ UNDERSTANDING GOOGLE ANALYTICS ▶ BEST PRACTICES

The Solution – Google Campaign URLs

Creating Google Campaign URLs for each campaign and all of its marketing channels How to – www.arlingtondiocese.org/CMC

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#3 - Track traffic from different sections of your website

PART TWO - WEB ANALYTICS ▶ UNDERSTANDING GOOGLE ANALYTICS ▶ BEST PRACTICES

The Problem – Inconsistent URL structures

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#3 - Track traffic from different sections of your website

PART TWO - WEB ANALYTICS ▶ UNDERSTANDING GOOGLE ANALYTICS ▶ BEST PRACTICES

The Solution:

  • Organize/Restructure your URLs
  • Use the Content Drilldown report

How-to: arlingtondiocese.org/CMC

Anatomy of an organized website URL:

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#4 - Track how site visitors interact with your site (e.g. where they click, what they download, etc.)

PART TWO - WEB ANALYTICS ▶ UNDERSTANDING GOOGLE ANALYTICS ▶ BEST PRACTICES

The Solution – Google Tag Manager

How-to: arlingtondiocese.org/CMC

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Understanding Google Analytics

PART TWO - WEB ANALYTICS

Essential Reports

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Essential Reports

PART TWO - WEB ANALYTICS ▶ UNDERSTANDING GOOGLE ANALYTICS ▶ ESSENTIAL REPORTS

Behavior and Acquisition - the two most important report groups in Google Analytics Important Tip: For accurate Acquisition reports, create Google Campaigns URLS on a regular basis

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Essential Reports

PART TWO - WEB ANALYTICS ▶ UNDERSTANDING GOOGLE ANALYTICS ▶ ESSENTIAL REPORTS

Acquisition reports include:

  • Performance of campaigns and marketing channels* (All Traffic reports and Campaign reports)

Behavior reports include:

  • Top landing pages (Landing Page report)
  • Top pages (All Pages report)
  • Where site visitors go after your home page (All Pages report – Navigation Summary Tab)
  • Top performing sections of your website** (Content Drilldown report)
  • Top downloaded resources and clicked links*** (Events reports)

* Requires Google Campaign URLs ** Requires clean, organized URLs ***Requires Google Tag Manager Setup

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Essential Reports

PART TWO - WEB ANALYTICS ▶ UNDERSTANDING GOOGLE ANALYTICS ▶ ESSENTIAL REPORTS

Learn more about these reports: www.arlingtondiocese.org/CMC

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CASE STUDY

PART TWO - WEB ANALYTICS

Diocese of Arlington Home Page www.arlingtondiocese.org

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CASE STUDY: ArlingtonDiocese.org

PART TWO - WEB ANALYTICS ▶ DIOCESAN HOME PAGE (CASE STUDY)

  • 1. The Question

How do our visitors interact with our Diocesan home page? 3-STEP PROCESS USED FOR DATA ANALYSIS

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CASE STUDY: ArlingtonDiocese.org

PART TWO - WEB ANALYTICS ▶ DIOCESAN HOME PAGE (CASE STUDY)

  • 2. The Strategy

Retrieving reports from Google Analytics that gave us data on:

  • Website entrances through home page vs. any other page
  • Most-clicked elements on the home page
  • Top pages viewed after the home page

3-STEP PROCESS USED FOR DATA ANALYSIS

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CASE STUDY: ArlingtonDiocese.org

PART TWO - WEB ANALYTICS ▶ DIOCESAN HOME PAGE (CASE STUDY)

  • 3. The Visualization

Built with Microsoft Power BI using the Google Analytics reports we exported to Excel. 3-STEP PROCESS USED FOR DATA ANALYSIS

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ANY QUESTIONS?

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Contact

Billy Atwell, Chief Communications Officer Catholic Diocese of Arlington b.atwell@arlingtondiocese.org @BillyAtwell

Additional Contacts:

Joseph Feeley

Web Content Manager

j.feeley@arlingtondiocese.org Natalie Plumb

Digital and Social Media Coordinator

n.plumb@arlingtondiocese.org

More Resources:

arlingtondiocese.org/CMC