share your web analytics story. Implementation NOVA American Masters Sid the Science Kid When Sample came on board, she learned that PBS had standardized on a single analytics tool. This was a good first step, but few at the company were familiar with the tool and the reports it generated were not being used to take action. Producers wanted to know more about how people interacted with microsites for their programs, but they weren't sure what to focus on. At the same time, the analytics group had a hard time keeping up with demands from so many stakeholders. According to Sample "The producers wanted to dig deeper into their site data than a monthly report could provide."
LunaMetrics , a Google Analytics Authorized Consultant, to manage the complex issues PBS faced with cross-domain tracking and a complicated account structure. LunaMetrics also created training materials, hosted an on-site training for PBS staff, and conducted a series of training webinars for producers and local stations.Applying the Data Google Analytics has been a key facilitator in the transformation of PBS online. Stakeholders are no longer focused on monthly reports. Increasingly, they are using Analytics to inform actual business decisions. Here are some examples highlighted by the PBS team:
Site Search Tracking - The PBSKIDS.org site has implemented changes as a result of insights gleaned from site search tracking that have increased traffic to the site 30% in the last year.Funnel Optimization - The PBSKIDS Island team used funnels to optimize their registration path resulting in a 3x improvement in conversion rate. Content Optimization - An analysis of users’ video consumption behavior on PBS.org and PBSKIDS.org led to the development of the PBS Video and PBSKIDS GO! Broadband portals. PBS went even further, basing a full 2008 PBS.org redesign on the data that indicated which content visitors access. Advertising Optimization - PBS' marketing group also looks at post-click behavior for their display ad campaigns to zero-in on referring sites that send high-quality traffic. They use this information to optimize successive campaigns.Long-Term Vision Posted by Sebastian Tonkin, Google Analytics Team
