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The Value of Key Performance Indicators: Unlock Your Data

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Information about The Value of Key Performance Indicators: Unlock Your Data

Published on March 9, 2008

Author: Emerald

Source: slideshare.net

Description

Learn about KPIs, the process recommended to select relevant measures and tips on presentation that counts.
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The Value of Key Performance Indicators: Unlock Your Data Kathy McShea 2008

Agenda Web Analytics Intro: Who and how Rewards: Benefits you gain Barriers: The elephant in the room Where to Begin: Practical tips Presentation Matters: The Dashboard

Web Analytics Intro: Who and how

Rewards: Benefits you gain

Barriers: The elephant in the room

Where to Begin: Practical tips

Presentation Matters: The Dashboard

Critical Success Factors What is the biggest Web issue we face today? What’s at stake if we fail to address this issue? Is our site an effective communications channel? How do you know? How do you ensure important Web communications get noticed and understood? Are responsibilities clearly defined? How do you know if we are succeeding or failing? How do you ensure that content is posted in a timely fashion and remains up to date?

What is the biggest Web issue we face today? What’s at stake if we fail to address this issue?

Is our site an effective communications channel? How do you know?

How do you ensure important Web communications get noticed and understood?

Are responsibilities clearly defined?

How do you know if we are succeeding or failing?

How do you ensure that content is posted in a timely fashion and remains up to date?

Web Analytics Why do we care? Is it working? What should we do? Why are they coming? Where are they going? Where are they coming from? What are they doing? s What are our goals? Web Analytics at 10,000 Feet

An Ocean of Data ...

GoogleAnalytics – it’s free Customizable dashboard Scheduled email reports Data in context Links to AdWords Better visuals Are you a report gatherer OR do you deep dive?

Customizable dashboard

Scheduled email reports

Data in context

Links to AdWords

Better visuals

Are you a report gatherer OR do you deep dive?

 

 

USHR eMetrics Web Systems Branch of HIR offers access to URCHIN data URCHIN now owned by GoogleAnalytics Deep, rich data is a click away But what does it mean....???

Web Systems Branch of HIR offers access to URCHIN data

URCHIN now owned by GoogleAnalytics

Deep, rich data is a click away

But what does it mean....???

Web Analytics Activity Cycle Discovery Business/Web mission, goals and objectives Web analytics maturity: who, what and how Current pain points and challenges Translate Web goals into KPIs Setup tools to pull data Provide Google Analytics & CrazyEgg training Establish an historical baseline Analysis counts! Trending: assess current vs. baseline metrics Insights > Impact > Quick Wins vs. long-term

Discovery

Business/Web mission, goals and objectives

Web analytics maturity: who, what and how

Current pain points and challenges

Translate Web goals into KPIs

Setup tools to pull data

Provide Google Analytics & CrazyEgg training

Establish an historical baseline

Analysis counts!

Trending: assess current vs. baseline metrics

Insights > Impact > Quick Wins vs. long-term

The Elephant in the Room Analysis Problems What to measure? Misinterpretation Lack of analysis Management Problems Low executive engagement No action Missed opportunities Setting priorities for staff time/resources

Analysis Problems

What to measure?

Misinterpretation

Lack of analysis

Management Problems

Low executive engagement

No action

Missed opportunities

Setting priorities for staff time/resources

Your Marketing Job: Complex FINDING : 15 percent of your time is spent on Web development & maintenance

Rewards Await! Understand your site visitors Improve user experience Make smart decisions Improve resource allocation Increase return on investment

Understand your site visitors

Improve user experience

Make smart decisions

Improve resource allocation

Increase return on investment

Key Performance Indicators (KPIs) Selection Criteria Start Small Schedule Reports Relevant Timely Instantly Useful NLT quarterly Identify audience(s) Don’t forget meetings! Adopt Action Orientation! Traffic/Reach Search Satisfaction (SUS) Actions Outcomes Problem Metric Hypothesis Fix Test Analyze Action

Problem

Metric

Hypothesis

Fix

Test

Analyze

Action

System Usability Score

Audience-Centric KPIs ..... AF Portal Team: 10 Reach (Traffic trends by month) Search Satisfaction (quarterly) Top Page Entry Points Feedback Adoption Page Influence (top editorials) Savings (monetize top 10 downloads) Loyalty (time per visit, trends) Help desk (Problem types only) Exec Level: 3 Reach (Traffic) Search Satisfaction CM Level: 5-7 Reach (Traffic) Top Entry (Popularity) Search Satisfaction Feedback Page influence (top editorials) Savings (monetize top 10 downloads) notional

AF Portal Team: 10

Reach (Traffic trends by month)

Search

Satisfaction (quarterly)

Top Page Entry Points

Feedback

Adoption

Page Influence (top editorials)

Savings (monetize top 10 downloads)

Loyalty (time per visit, trends)

Help desk (Problem types only)

Exec Level: 3

Reach (Traffic)

Search

Satisfaction

CM Level: 5-7

Reach (Traffic)

Top Entry (Popularity)

Search

Satisfaction

Feedback

Page influence (top editorials)

Savings (monetize top 10 downloads)

Reach : does our key audience know about us? Relevance : are we providing what our key audiences want? Packaging : is the information we provide in a consistent usable format? Access & Collaboration : are staff experts made available and used? Quality : are we delivering a superlative Web experience? Conceptual KPIs notional

Reach : does our key audience know about us?

Relevance : are we providing what our key audiences want?

Packaging : is the information we provide in a consistent usable format?

Access & Collaboration : are staff experts made available and used?

Quality : are we delivering a superlative Web experience?

Leap into the Future... Negotiate agreements Metrics format Metrics owner Metrics audience segments Routine “voice-of-the-customer” meetings NLT quarterly Invite all appropriate stakeholders

Negotiate agreements

Metrics format

Metrics owner

Metrics audience segments

Routine “voice-of-the-customer” meetings

NLT quarterly

Invite all appropriate stakeholders

Presentation: Style Matters Trending compares over time Adopt quad-chart style dashboard view Report goals: Make it actionable Hold owners accountable Improve take-aways Seed decision-making discussions

Trending compares over time

Adopt quad-chart style dashboard view

Report goals:

Make it actionable

Hold owners accountable

Improve take-aways

Seed decision-making discussions

ISSUES TO MEASURE... Are we paying attention to the right content? Which top level navigation gets the most clicks? What is the status on migrating applications; are we focused on the applications our users care about? Are the complaints about search justified? Of all the new functionality we’re introducing, which functions are getting used and where must we focus our outreach efforts?

ISSUES TO MEASURE...

Are we paying attention to the right content? Which top level navigation gets the most clicks?

What is the status on migrating applications; are we focused on the applications our users care about?

Are the complaints about search justified?

Of all the new functionality we’re introducing, which functions are getting used and where must we focus our outreach efforts?

KPI: Traffic-1 Key Trend/Insights Workspace is top landing page after home Life content 2 nd place in popularity Org content not in top five Actions This data provides better data to understand user behavior than existing metric slides – Can we reformat? A top five view of impact KPI should be shared with stakeholders weekly Impact on Red/Yellow Status Absence of info about AF Portal page popularity leaves us “flying blind” Expectations about org pages will be impacted by knowledge of current user behavior Metrics Owner : TBD Status:

Key Trend/Insights

Workspace is top landing page after home

Life content 2 nd place in popularity

Org content not in top five

Actions

This data provides better data to understand user behavior than existing metric slides – Can we reformat?

A top five view of impact KPI should be shared with stakeholders weekly

Impact on Red/Yellow Status

Absence of info about AF Portal page popularity leaves us “flying blind”

Expectations about org pages will be impacted by knowledge of current user behavior

KPI: Traffic-2 Key Trend/Insights AF Portal content and toolbar use outpaces applications Mission applications represent 10% of visitors, 1/3 of application traffic More users come for self service than any other app Actions Create one-stop shop, to unify/simplify training apps Repair missing feedback loop with self-service applications Success with static content migration requires focus Impact on Red/Yellow Status Content App line should disappear during migration and move to AF Portal section As content gets more rich, AF Portal Content subtotal should grow Metrics Owner : TBD Status:

Key Trend/Insights

AF Portal content and toolbar use outpaces applications

Mission applications represent 10% of visitors, 1/3 of application traffic

More users come for self service than any other app

Actions

Create one-stop shop, to unify/simplify training apps

Repair missing feedback loop with self-service applications

Success with static content migration requires focus

Impact on Red/Yellow Status

Content App line should disappear during migration and move to AF Portal section

As content gets more rich, AF Portal Content subtotal should grow

KPI: Search Key Trend/Insights Career content owns most of search problems CMs unaware of rules of posting for friendly search Top Viewed on home must reflect search analysis Actions Brief/follow-up with A1 on issues raised by search logs Complete search guidelines paper with clear instructions for CMs Adjust top viewed content Impact on Red/Yellow Status A1 awareness may lead to adjustments in navigation CM awareness should improve metadata for better searches Top Viewed maintenance Metrics Owner : TBD Status:

Key Trend/Insights

Career content owns most of search problems

CMs unaware of rules of posting for friendly search

Top Viewed on home must reflect search analysis

Actions

Brief/follow-up with A1 on issues raised by search logs

Complete search guidelines paper with clear instructions for CMs

Adjust top viewed content

Impact on Red/Yellow Status

A1 awareness may lead to adjustments in navigation

CM awareness should improve metadata for better searches

Top Viewed maintenance

KPI: Adoption (from Sept 1-7) Key Trend/Insights RSS feeds are low Favorites are low Workspace is low Actions Develop communications plan to get the word out on existing capabilities Add to user help to promote instructions for existing capabilities Enhance usability of add to workspace Impact on Red/Yellow Status Goal: d ouble usage of target capabilities inside three months time Multichannel Outreach should include SAF/PA, base papers Usability and user help requires resources for content/code enhancements Metrics Owner : TBD Status: 5,103 Active communities 1,294 RSS feeds in workspace 105,118 Custom workspace blocks 76,001 User Favorites 64,911 Apps in workspace 178 Persistent Chatrooms 44,023 FFIM users 137,765 AFIM users

Key Trend/Insights

RSS feeds are low

Favorites are low

Workspace is low

Actions

Develop communications plan to get the word out on existing capabilities

Add to user help to promote instructions for existing capabilities

Enhance usability of add to workspace

Impact on Red/Yellow Status Goal: d ouble usage of target capabilities inside three months time

Multichannel Outreach should include SAF/PA, base papers

Usability and user help requires resources for content/code enhancements

An Ocean of Data ... KPIs are your lifesaver

What are YOU ready for? Full KPI support NLT quarterly with stakeholder mtg support Qualitative (survey) + Quantitative (log analysis) KPI jump-start (produce first report) + DIY (do it yourself) training Select KPIs with stakeholders Facilitated meeting + action plan System Usability Score survey setup + launch + report/analysis

Full KPI support

NLT quarterly with stakeholder mtg support

Qualitative (survey) + Quantitative (log analysis)

KPI jump-start (produce first report) + DIY (do it yourself) training

Select KPIs with stakeholders

Facilitated meeting + action plan

System Usability Score survey

setup + launch + report/analysis

Questions?

Contact Us Kathy McShea Owner & Founder Emerald Strategies, Inc. 202.543.2112 Web Management & Marketing ~ http:// www.emeraldstrategies.net Media Training ~ http:// www.prclinic.com Join my professional network ~ http:// www.linkedin.com/in/kathymcshea

Kathy McShea Owner & Founder Emerald Strategies, Inc. 202.543.2112

Web Management & Marketing ~ http:// www.emeraldstrategies.net

Media Training ~ http:// www.prclinic.com

Join my professional network ~ http:// www.linkedin.com/in/kathymcshea

About Us Experience: Chief spokesperson US Senator Carl Levin Media Director, DC Office, Consumers Union Consumer Information Director, Dept of Energy Clients: US Air Force US House of Representatives World Bank & IFC FCC Congressional Management Foundation... and others Emerald Strategies Inc., founded in 2001, is a woman-owned Web management consulting firm that delivers high-impact communications... Our Focus : We make public sector organizations stronger

Experience:

Chief spokesperson US Senator Carl Levin

Media Director, DC Office, Consumers Union

Consumer Information Director, Dept of Energy

Clients:

US Air Force

US House of Representatives

World Bank & IFC

FCC

Congressional Management Foundation... and others

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