G035
WEBSITE ANALYTICS FOR GOVERNMENT:
MEASURING WHAT MATTERS

WHY SHOULD YOU ATTEND?

Evaluating your web performance is a “best practice” for managing your government website.

Web analytics is the process of:

• collecting,
• analyzing, and
• evaluating key performance data on an ongoing basis.

This process will help you to determine how well your website is meeting your objectives and expectations, and how you can make improvements. Routinely evaluating your site helps create a higher quality product that meets your customers’ needs and your department’s goals.

However, one of the biggest challenges in determining performance is the amount of data received from website stats. What I want to know is how I am doing, and what performance measures should I be using? Making informed decisions about your website requires that you collect and analyze the right data at the right time – and can effectively communicate results to decision-makers and others.

Your organization and client needs - and so your web services - are always evolving. Clearly, evaluating web performance cannot be a one-time exercise; it’s an ongoing process that requires an operational commitment to continually measure the right metrics, then analyze and understand them so you can apply the findings to optimize the performance of your website.

In this workshop, you'll learn how to go beyond just compiling data and sending out reports. You'll learn the importance of tracking the right numbers, what they mean, how to question the data, and how to turn this valuable information into actionable improvements to your website. This workshop is for those who want to know "big picture" best practices for using web analytics, without getting into the technical nitty gritty.

WHAT WILL YOU LEARN?

The workshop will focus on:

• Core concepts that are critical to collecting relevant and accurate web statistics
• Selecting and applying Key Performance Indicators (KPIs) appropriate to specific web objectives and expectations
• How to effectively analyze your data
• Strategies for understanding what the data means and how to use it
• Presenting web analytics data so anyone in your organization can understand it
• Integrating web analytics with CRM to effective manage customer relationships
• Developing an operational Web Analytics process

WHAT YOU WILL TAKE AWAY

• Workbook
• Exercises and handouts

PROFESSIONAL COMPETENCIES

• Thinking Things Through: Innovating through analysis and ideas
• Excellence Through Results: Delivering through own work, relationships and responsibilities

Agenda
8:50 - 9:10	Introductions and Workshop Overview
9:10 - 10:30	Data Collection Methodologies and Tools Web analytics terminology and technology Understanding the difference between different data collection methods Web analytics software - which is right for you? Touch point data - integration strategies
10:30 - 10:45	Break
10:45 - 12:15	Metrics and KPIs (Key Performance Indicators) The most critical web metrics Key Performance Indicators (KPIs) why they are important Defining the objectives for your website Selecting effective KPIs Essential government metrics and KPIs Exercise: Case Study - Government Department
12:15 - 13:15	Lunch
13:15 - 14:45	Data Analysis and Decision Reporting Techniques Honing your analytical skills Reports that deliver actionable insights Experimenting and testing - your options Reporting to and involving senior government managers Exercise: Analytics exercise
14:45 - 15:00	Break
15:00 - 16:15	Developing your Web Analytics Plan A process for creating a web analytics culture and making it stick in your organization How to derive business value from your web analytics How to incrementally tune your website to ensure peak performance How to enthuse others about web analytics data Developing your web analytics plan Exercise: Case Study
16:15 - 16:45	Wrap-up and Workshop Evaluation Participants will complete a short evaluation