How Do We Know How We’re Doing? Coming up with an Analytics Strategy That Works

We’re 3 years past a major redesign of the Stanford Law School website — we redesigned the site, developed a content strategy and editorial calendar. We continue to refine our analytics strategy. In this session we’ll share lessons learned and how we are using data to inform decisions using a combination of Google Tag Manager and Analytics, Hotjar, and Google Data Studio reports.

Hear about what we’ve learned and changed along the way, plus things that have allowed our team to keep an eye on how we’re doing.

Analytics Strategy:
– What questions do you want to be able to answer?
– What do you need to know in order to manage stakeholder expectations and answer their questions?

Setup:
– Google Tag Manager for managing our tracking code snippets and defining the specific data we want to collect
– Google Analytics for data collection
– Hotjar for heatmaps and anonymous screen recordings
– Google Data Studio for sharing custom reports.

Refinements:
– What worked well for us?
– What didn’t work as expected?

Slides