Marketing/Communications

We Are the Champions of . . . What, Exactly? Tracking Digital Metrics That Matter

Problem Statement

Learn to map metrics across your digital platforms to your organization's mission, compare them to industry trends, and examine methods to optimize your communications strategy.

You champion a cause, but are you the champion of online communications? Quantifying your impact via data (collected from web analytics, email marketing platforms, social traffic and media mentions)—and understanding how to use that analysis to do better work across platforms—is paramount to achieving the change you are looking to make.

During the talk, we’ll discuss how to:

  • Develop clear online communications goals that map to your mission
  • Identify a range of free or low-cost online platforms for collecting meaningful data
  • Review industry trends for key metrics
  • Set actionable targets that map to your goals
  • Learn from proven methods for achieving your targets

By the end of this session, you will walk away with a clear understanding of how to demonstrate impact, quantify your success, and identify opportunities for improvement.

Autumn Rose
Forum One

Autumn helps provide clients with a holistic understanding of site performance by quantifying the user experience, and developing strategies to monitor site success. Her unique approach to analytics blends together years of user experience research with advanced data collection and analysis methods, generating key insights to optimize site performance. Autumn specializes in Government and Nonprofit clients, and has lead analytics implementations with over 70 clients, including Peace Corps, American Red Cross, and MacArthur Foundation.

Minal Bopaiah


Minal Bopaiah is a strategic communications professional with more than 17 years of experience. She most recently served as Communications Manager of Population Services International (PSI), a global health nonprofit with 9,000 employees in 50 countries. At PSI, she lead on digital strategy, including the creation of KPIs and coordinating Website updates, changes, and optimization in a matrixed environment. She also helped create a strategic framework so that the research and evidence teams could better communicate their data to external audiences.

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