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Emetrics Summit: The Big Picture

See the 2008 show!

Public Sector Track

View Track Overviews or the Schedule.

Don't sell direct? Tired of hearing about improving the shopping cart experience? Then this track is for you. Government, non-profit, public sector and corporate communications professionals will want to tune into measuring that which does not have a price tag attached.

Alex Langshur, Hillwatch - moderator

Public Sector 1: What Do You Measure if You Don't Sell?

A: The "Art" of Emetrics

Tim Hart, J. Paul Getty Trust

The J. Paul Getty Trust and the Library of Congress have a huge amount of knowledge to share. Are they publishers? What is the role of the museum and the library online? If you only give away your content and if your audience is really three or four distinctly different audiences, how do you measure your on line success? What do metrics look like if you have no conversion rates?

B: The Largest Library in the World

Joe Pagano, Library of Congress

How does an institution with topics ranging in scope from Aaron Copeland music sketches, to original Edison recordings, to baseball cards, to poetry readings, not to mention an online catalog with millions of items, and the Congress’ own online legislative database, meet the needs of nearly 300 million people via the web? Joe Pagano will detail the Library of Congress’ ambitious eMetrics program which integrates both objective and subjective information sources that includes tools to look at user satisfaction, Web usage patterns of Americans in the areas of education and government, and how traffic flows into, around, and out of the Library’s Web site.

Public Sector 2: Web Analytics in the Public Sector

A. The World Bank Experience

Pierre Guillaume Wielezynski, The World Bank Group

How can public sector organizations benefit from web analytics, beyond simply reporting on page views? This is the dilemma faced by large public sector agencies when using web analytics. Pierre Guillaume Wielezynski from the World Bank Group will discuss the deployment of their web analytics system to better understand how the web is used, staffed and managed. He will share findings and lessons learned by focusing on:

1. Getting management buy-in
2. Educating staff & Solving common problems
3. Developing meaningful reports & Moving the needle

B. Tying Customer Patterns to Public Sector Goals

Richard Huffine, FirstGov, U.S. GSA

Richard Huffine of FirstGov will focus on a variety of case studies from public sector entities (government agencies, non-profit institutions) to demonstrate:

• How data can be analyzed to demonstrate the Web's value in achieving an organizations' mission
• Approaches to customer segmentation, measuring user actions, and data normalization
• Limitations inherent in capturing data about users and their actions for public sector entities including privacy, security as well as legal and ethical considerations.

Public Sector 3: Metric Mosaic: Piecing Measures Together into a Picture of Your Audience

Brian Dunbar NASA

There are a wide range of measures you can apply to your site and your audiences. Each one, however, only provides a little insight, and by itself can mislead. By comparing, combining and relating different measures, site managers can build a clearer, more comprehensive view of what their users want and whether they're getting it.

Public Sector 4: Your Tax Dollars at Work - California Franchise Tax Board

Kurtis Kroon, State of California, Franchise Tax Board

So, you want to understand why people visit your not-for-profit/public sector website, but you don’t have any idea where to start? Kurtis will propose a Byzantine, 100-step, multitrack process form (filled out in quintuplicate, please) to peer deep into the minds of your website visitors. Or - if the audience feels it would be more valuable and asks nicely - Kurtis is ready and willing to point out the similarities and more importantly, the differences between the public and private sectors, so we can use industry best practices without violating customers’ trust. And that’s the first step: to rethink constituents, taxpayers, and citizens as customers.

Public Sector 5: When ROI Isn't the Measure of Success

Alex Langshur, Principal, Hillwatch

Public and non-profit sectors have invested heavily to implement state of the art web-infrastructures to provide clients with access to online programs, services and information. Now each sector faces the need to demonstrate that online services are efficient, effective and valuable. However, there is a paucity of robust methods, processes and performance indicators for measuring and managing. Private sector approaches such as ROI are often not appropriate to the public and non-profit sector. Come learn where to start, what models to use and what is most appropriate. This session will review:

• Strategic and tactical considerations for measuring public and non-profit websites
• Practical elements of website analytics in a non-commerce setting
• Making the case for performance measurement

View Track Overviews or the Schedule.

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