Measuring the Performance of Government Websites
and Citizen Engagement

Course Description

Session 1: The strategic imperative to measure performance

Has there been too much focus on building government websites (the supply) and not enough on citizen demand? This introductory session will provide perspective on the growing attempts to measure the performance and impact of government websites. We'll use this to review some of the drivers and approaches from various jurisdictions in order to build common understanding of the key issues, terms and approaches. The learning from this session will inform all other subject matters of the seminar.

Topics covered:

• Understanding the demand side drivers: statistics, demographics, technology
  
  
• Bringing the citizen's voice to the decision making table
  
  
• The channel issue: integrating and valuing the data streams
  
  
• Valuation approaches: avoiding the ROI pitfall

Session 2: Analytics primer—fundamentals

The ability to observe the actions and behaviors of website visitors is one of the truly powerful aspects of web analytics.  This introductory session will review the fundamentals of web analytics, including an exploration the various approaches, an examination of data collection issues, and a discussion on what you need to know to get started.

Topics covered:

• Key concepts and practices
  
  
• Understanding visits and visit types (unique, repeat)
  
  
• Differences between data collection methods
  
  
• Data collection pitfalls and the ongoing cookie debate

Session 3: Analytics primer—advanced concepts

Building on the first session, this session will explore in greater detail what is required to produce high–quality, trustworthy and accurate web analytics results. We'll examine how good information architecture and site construction is critical to developing good metrics and making effective use of analytics tools. This discussion will be framed within the context of the privacy considerations that managers of government websites must address.

Topics covered:

• Understanding where visitors come from and geolocation tools
  
  
• The impact of non–human visitors on site statistics
  
  
• Understanding citizens' behaviors: best practices in visitor tracking
  
  
• Methods of traffic analysis, issues and risks
  
  
• Addressing privacy concerns
  
  
• Developing relevant metrics, measuring transactions, and creating reports
  
  
• Using analytics to support citizen relationship management

Day 2

Session 4: What the numbers mean: working with the data

With the fundamentals in place, it's time to explore how to use the data to understand visitor behavior. Are visitors doing what you hoped they would? Is content being "taken up" as intended? Are the "right" audiences finding and making use of the site? Can you track and measure if desired actions are occurring? This session will review what you need and best practices to help you get started.

Topics covered:

• Referrers, paths, keywords, conversions... making sense of what matters.

Session 5: Communicating the value of analytics to internal audiences

Why bother to measure? This session will examine the value of analytics: how it can help to better understand clients and stakeholders needs, measure brand awareness and provide a unique source of corporate intelligence. We'll explore how to promote a culture of measurement, how to position the value of the measurement function, and how to most effectively communicate results.

Topics covered:

• Getting and achieving buy-in for analytics projects
  
  
• How measurement delivers unique insight about visitors across the organization
  
  
• No more "end-of–pipe" process: linking measurement to the continuous improvement cycle
  
  
• Key performance indicators: best practice approaches for communicating results

Breakout Case Study

In this final part of the seminar, we'll work through a real world case study example, highlighting how organizations can put in place website performance measurement methodologies and frameworks. This session will provide an opportunity for you to observe the role and use of analytics in website measurement through an examination of real–world data in a real–world context, making it easier for you to apply the principles and practices as soon as you get back to your workplace.

Why You Should Attend

• Gain a thorough understanding of best-practices to measure and report on site impact and performance
  
  
• Thoroughly explore the benefits and risks of various value measurement methodologies and their applicability to content–rich websites
  
  
• Find out how to become more client focused by listening and responding appropriately to your clients' needs
  
  
• Learn how to measure the outcomes, as opposed to outputs of the web channel
  
  
• Work through and participate in real world performance measurement case studies
  
  
• Discover how to succinctly report metrics and performance indicators that crystallize senior management attention
  
  
• Meet and network with other peers who are facing similar issues and problems
  
  
• Get exposed to leading edge thinking presented in a practical, how–to style so that you can immediately apply lessons learned
  
  
• A unique opportunity to join other professionals to learn the latest strategies and best practices on how to measure, track, and improve the performance of your content–rich website

About the Instructor:

Alex Langshur

Return to WMU Schedule of Classes