Step Up Your Data Driven Decision Making Process

Although Google does an excellent job making Analytics user friendly and beneficial right out of the box, that doesn’t mean you can’t make it even more applicable to your organization’s needs. To that end, one of the most frequently misunderstood elements of Google Analytics (GA) is Session and Campaign lengths.

In order to help provide a better understanding, I published an article at ArtsHacker today that examines why those settings matter, how to go about determine useful values, and how to make the changes inside Google Analytics.

This post also serves as part of a presentation I’ll be giving on Saturday, Oct. 21, 2016 at the 2016 Institute of Outdoor Theatre conference in Chillicothe, OH. Joining me for the presentation is digital marketing and arts marketing expert, Ceci Dadisman.

Titled Using Data to Make Your Website Better…StrongerFASTER, we are crafting this session to be a bit different from our other conference presentations on GA over the past year in that we’re making more baseline connections to common web design elements and how to track their effectiveness using GA.

better stronger faster

We’re designing all of the content so that attendees will be able to take advantage of data driven decision making instead of adjusting site design and content based solely on best guess, what I like, or user complaints.

It’s going to be a fun and informative session and this latest ArtsHacker article is the first of two new posts related to some skills we’ll be covering in that session. Likewise, we’re putting together a dedicated microsite for the session which will function as a useful standalone resource on this topic. I’ll make the URL available after the conference session.

Read the article at

About Drew McManus

"I hear that every time you show up to work with an orchestra, people get fired." Those were the first words out of an executive's mouth after her board chair introduced us. That executive is now a dear colleague and friend but the day that consulting contract began with her orchestra, she was convinced I was a hatchet-man brought in by the board to clean house.

I understand where the trepidation comes from as a great deal of my consulting and technology provider work for arts organizations involves due diligence, separating fact from fiction, interpreting spin, as well as performance review and oversight. So yes, sometimes that work results in one or two individuals "aggressively embracing career change" but far more often than not, it reinforces and clarifies exactly what works and why.

In short, it doesn't matter if you know where all the bodies are buried if you can't keep your own clients out of the ground, and I'm fortunate enough to say that for more than 15 years, I've done exactly that for groups of all budget size from Qatar to Kathmandu.

For fun, I write a daily blog about the orchestra business, provide a platform for arts insiders to speak their mind, keep track of what people in this business get paid, help write a satirical cartoon about orchestra life, hack the arts, and love a good coffee drink.

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