[rdrout18]

Presenter: Dana Allen-Greil, Vice President of Marketing, Monterey Bay Aquarium, Monterey, California
@danamuses
danaallengreil@gmail.com

Example Goals and Indicators:
Meet or exceed attendance or earned revenue projections:
Tools:
– Tessitura (CRM): https://www.tessituranetwork.com/
– Google Analytics: https://analytics.google.com/analytics/web/provision/#/provision
– Market Research: https://www.askattest.com/blog/articles/market-research-tools
– Google PageSpeed: https://pagespeed.web.dev/?utm_source=psi&utm_medium=redirect

Convert audiences to members and donors:
Tools:
– Google Analytics: https://analytics.google.com/analytics/web/provision/#/provision
– Facebook: https://www.adobe.com/express/learn/blog/facebook-business-page
– YouTube: https://www.youtube.com/watch?v=SwycVhTHFbw
– Tiltify: https://tiltify.com/
– Tessitura: https://www.tessituranetwork.com/
– Google Analytics (UTM): https://mcgaw.io/blog/dummies-guide-utm-tracking/

Elevate reputation as ____ organization
Tools:
– Market research: https://www.askattest.com/blog/articles/market-research-tools
– Meltwater: https://explore.meltwater.com/brand-en?utm_medium=ppc&utm_source=google&utm_campaign=advertising-google-6497771244_78788294580&utm_term=g_kwd-5351417381_e_meltwater&utm_content=499567654032

Engage people in learning
Tools:
– Google Analytics: https://analytics.google.com/analytics/web/provision/#/provision
– Sprout Social: https://sproutsocial.com/

Inspire people
Tools:
– WordFly: https://www.wordfly.com/
– Google Analytics (UTM): https://mcgaw.io/blog/dummies-guide-utm-tracking/
– Google Analytics (event)
– Sprout Social: https://sproutsocial.com/

Setting baseline and benchmarks for analytics:
M+R Annual Benchmarks report: Mrbenchmarks.com
Conversion rate benchmarks: https://www.ruleranalytics.com/blog/insight/conversion-rate-by-industry/
Pew Research pewresearch.org/topic/internet-technology

Museum Social Media Managers network: facebook.com/groups/musesocial
MCN email list: mcn.edu/community/mcn-l

Google Analytics most popular content:

Behavior -> Site Content -> all pages
Click page you are interested in to understand trends over time
How do people find site:
Acquisition -> overview

Did a campaign work:
Use UTMs: ga-dev-tools.web.app/campaign-url-builder/

Which campaigns sent traffic to my website:
Acquisition -> Campaigns -> All Campaigns -> Secondary Dimension: Source/Medium

What is the first thing people usually see on my website:
Behavior -> Site Content -> Landing Pages

SEO = Search Engine Optimization

Google Search Console Insights:
search.google.com/search-console/insights

What do people search on my site?
Behavior -> Site Search ->. Search Terms

Which campaigns are contributing to my revenue goals:
Conversions -> Goals -> Goal Completions

Google Data Studio:
https://datastudio.google.com/u/0/

Connect a variety of data sets:
Google Analytics
Google Ads
Google Sheets / CSV / database

How fast does our website load?
developers.google.com/speed

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