Government, Non-Profit & Association Track
Wednesday, October 21
Don't sell direct? Tired of hearing about improving the shopping cart experience? This track is for you. You will learn how government, non-profit, public sector and corporate communications professionals measure success in a non-ecommerce environment. Learn how to integrate objective and subjective information sources. Discover the lessons learned from those in your shoes who are still faced with user satisfaction scores, getting management buy-in, educating staff & moving the metrics needle while protecting privacy, security and legal and ethical considerations. Find out how to optimize your marketing when your 'customers' are constituents, taxpayers, and citizens.
Moderator (except session #2): Alex Langshur, PublicInsite
Wednesday, October 21 • 11:10- 12:00 pm • Gov., Non-Profit & Assoc. 1
Tapping the Potential of Web Analytics for Public Sector and Non-Profit Sites – The Search for ROI, a WAA Report
Phil Kemelor, Semphonic
Javaun Moradi, NPR Digital Media
Ann Poritzky, National Institutes of Health
How do you raise awareness for web analytics in your government agency or non-profit? How do you get people to understand the value of web analytics? In this session, Phil Kemelor, Ann Poritzky, and Javaun Moradi will discuss how the findings and recommendations from the WAA’s groundbreaking 2009 Public Sector and Non-Profit Survey can be applied "in the real world." You will come away with insights that focus on the importance of developing a return on investment (ROI) culture and making the most of limited resources. You will also learn how to apply the lessons learned from the WAA’s public sector research to achieve your own professional and organizational goals.
Wednesday, October 21 • 2:10 - 3:00 pm • Gov., Non-Profit & Assoc. 2
Non-Profit Gets Down to Business
Heidi Hess, Children’s Defense Fund
Amy Cybyske, Union Privilege
Enrique Gonzales, AARP
Robin Steffek, RedEngine Digital (moderator)
At non-profit and membership organizations, search marketers and web analysts are under pressure to increase donations & memberships. The key is to understand and optimize relevant search queries, the journey from initial research to making a donation or becoming a member. Come learn from this panel and their individual experiences with pay-per-click efforts, email campaigns and direct mail marketing. Bring your questions about integrating all available data to really understand and optimize donations, memberships and engagement.
Wednesday, October 21 • 4:15 - 5:00 pm • Gov., Non-Profit & Assoc. 3
Building a Federal Agency Web Analytics Program:
Federal Agency Web Analytics: The Transition from IT to Communications
Sue Feldman, National Cancer Institute
Many federal government agencies still have web analytics housed in IT departments. It's a significant challenge to web analytics though not uncommon. Sue describes what it took to establish a Web Analytics Program Office by re-defining metrics, reporting development strategies, conducting a vendor selection process, and how the team implemented the new tool. Learn how the NIH transitioned from an older system of processing analytics to developing consensus among organizations with very particular agendas, such as IT, content groups, and a new web governance team.