Lies, Damn Lies, and the 'Truth' in Statistics
Lawrence Swiader, U.S. Holocaust Memorial Museum, USA
http://www.ushmm.org

Demonstration: Your Colleagues - 2

This demonstration will show how the United States Holocaust Memorial Museum is using the Web Trends Reporting Center product to learn about visitors to its Web site. Talking points include:

Building "Personas:" Using Web Trends Reporting Center (WRC) to Get a Multi-Dimensional View of Your Web Visitors

Understand how to use parts of the WRC like Geotrends and custom reports that analyze content groups against referring URLs to get a much better sense of how people get to your site and why and ultimately, what they "look like."

How to Analyze Marketing Campaigns

Measure the impact of email newsletters and printed products that carry the URL of Museum. The mechanics of this process from setting up referring URLs in the email newsletters (and on the server) to the setting up of the WRC to analyze these data are discussed here.

Reporting Your Data

Most people have heard of hits and visits, but few actually understand the concepts. How do you report on your statistics in a way that your director will comprehend? More important, how do your arm her with the statistics she needs? This talk will address my experience moving to WRC (and seeing visitors numbers go down--only to feel good about it) and a couple of "success" stories using statistics in ways besides reporting hits and visits.