Eric Peterson, Web Analytics Demystified

The Analysis Exchange is a first-of-its-kind effort to freely provide analytical insights to nonprofits and non-governmental organizations.  Founded by three of the most respected web analytics professionals in the world, Analysis Exchange creates value for nonprofits by connecting them directly with experienced web analysts willing to donate their time to help efforts identify opportunities to increase online donations, engagement, interaction, and list distribution.  Even better, nonprofits are giving back to the web analytics community because our experienced analysts work directly with “student learners” so that they can gain valuable “hands on” interaction with web data. 

Joining Analysis Exchange is completely free and the entire process takes about three weeks beginning to end.  The time commitment for nonprofit members is literally only a few hours: 

1. Nonprofits create an Analysis Exchange account
2. Nonprofits post a web analytics project
3. Students and mentors sign up to participate in the project
4. Nonprofits select the mentor and student who best fit their needs
5. All three members agree on a reasonable scope and timeline
6. The mentor provides guidance to the student worker
7. The mentor reviews the students work
8. The mentor and student present back to the nonprofit

It is that simple.  Nonprofits largely participate in steps one through four, although this typically only takes a few hours at most, and then again in step eight where the results are presented.  These presentations are usually delivered in the form of a Powerpoint deck, and our goal is to have the students “tell a story using data” that explains why and how the nonprofit might change their site to create whatever improvement they are looking for. 

While many of our projects have focused on increasing the rate and size of donations, generating more leads, and improving the quality of data collection using Google Analytics there are few limits on what Analysis Exchange resources can do.  Even better, nonprofits don’t have to define a specific project --- they can simply be willing to donate their time and data and our mentors will help find the most valuable effort they can. 

Our success rate with these projects is incredibly strong, and Analysis Exchange results are being presented all the way up in many nonprofit member organizations.  Some examples of these successes include: 

“What I love about the Analysis Exchange is the learning is reciprocal.  Not only is the student learning about analytics and giving back to the organization, but the organization is learning from the student as well.  Many of our local PBS stations have little experience with Web Analytics.  Through the Exchange, the stations are able to learn how to tackle analytics problems along with the student and how to make a lasting impact to their own organization.” (Amy Sample, Director of Web Analytics, PBS Interactive)

“I am amazed by, and extremely grateful for, this project and my project team. Rarely do I have the chance to work with such smart, skilled, and nice people who truly understand what I need and how to deliver it. I mentioned that I'm terrible with numbers, and Joy and Danielle responded with clear, simple reports that go far beyond the numbers to explain what they mean, why they matter, and what to do with them. That's exactly what I needed. They've modified my Google Analytics reports based on our work together, and our student has done a reference guide to help me understand how each report relates to the goals we set and what specifically to look for in my reports going forward.” (Cindy Olnick, Director of Communications, Los Angeles Conservancy)

“The AE project was very enlightening for me as well.  We found out some valuable information, and I’m excited to use this new-found knowledge to help shape our outreach efforts.  This project could not have come at a better time, we are in the middle of changing pretty much all of our processes, so moving forward armed with such powerful information is invaluable.” (Susie Hall, Director of Outreach and Enrollment, Acton School of Business)

“I learned a lot, and have some new information and tools that I’m excited about using to help us get better data about our site.  And this was such an easy experience – my hat is really off to you for setting up the Analysis Exchange in a way that makes it simple to connect with a student and mentor, and to complete a project in a timely fashion.  I’m recommending it to my friends at other nonprofits, and just tweeted it from our @commoncause account.” (Dawn Iype, Director of Online Strategy, Common Cause)

Regarding the nonprofit’s data, Analysis Exchange is 100% committed to every member’s data privacy and security.  Only those members that the nonprofit explicitly gives permission to can see their data, and that data access can be revoked at any time on only a moment’s notice.  We also have a rigorous Terms of Service that every member agrees to in advance of participating in Analysis Exchange.  With all of this in mind we have been honored to have Amnesty International, charity:water, PBS, The Holocaust Museum, and dozens of other privacy-committed nonprofits participate in Analysis Exchange projects. 

The Analysis Exchange is open to any nonprofit or non-governmental organization, anywhere in the world.  We have student and mentors ready to provide high-quality web site analysis across the United States, Europe, Asia, Australia, and even now in Africa.  Our goals for Analysis Exchange are very simple: 

1. To help train future web analysts in a structured and valuable way
2. To allow experienced analysts to give back to their community
3. To support nonprofits in their efforts to make a difference in the world

No money changes hands and everybody wins at Analysis Exchange!  For more information about our effort please visit us online, email our founding partners, call us, or follow us in Twitter:

http://www.analysis-exchange.com
exchange@webanalyticsdemystified.com
(503) 282-2601 (8 AM to 8 PM Pacific, GMT -8:00)
@analysisxchange