Freedom To Lead

• Consulting Data Analyst

September 2020 - March 2021

OVERVIEW

Freedom to Lead International® is a nonprofit organization with the mission to partner with and support indigenous ministries across South Asia and Africa: rural pastors leading churches along the Pakistan border, leaders in interiors of Francophone Africa, souls in remote East Africa, and among persecuted believers in South Asia. In 2020 I connected with the web developer and co-director of FTL and was brought on as a data analytics consultant. The web dev team was in sore need of a top-down optimization of their Google Analytics property for the domain freedomtolead.net. I was able to step in to assist on essential projects such as KPI identification, property dashboard and report customization, and the set up of custom goals for actionable conversion metrics. During my time with FTL, I was able to create a 17% lift in goal conversions for that property due to properly implemented marketing strategies founded in precise market research.

HATS WORN

🧪 Report Customization
🎯 Trend Extrapolation
🗂 Property Optimization
📊 KPI Identification

FreeDom to Lead Google analytics Property optimization

As the only data analyst working directly with the co-director of FTL, I approached the project from three key angles. Optimization, distillation, and communication. The last was the most challenging because the project began just after the first lockdown. So, communication was limited to virtual means.

OPPORTUNITY

For the Freedom to Lead Google Analytics property linked to their primary domain, how can we build a more robust marketing strategy based in meaningful metrics?

HIGH LEVEL GOALS

↖︎ Increase user engagement
↘︎ Decrease landing page bounce rate across channels
↖︎ Increase custom and e-commerce goal conversions
→ Custom report and dashboard optimization

Constraints

Due to the nature of this project, the scope was broad. Therefore it was essential to hone in on a few KPIs and build off the established foundation. Communication with the client was of key importance for the definition of these indicators as it allowed me to hone in on what audience metrics, reports, and goals best indicated digital success.

Explorations

As previously mentioned, optimization was one main part of the overall mission for FTL's GA property. First and foremost the property dashboard needed to quickly show the organization's KPIs. These, I defined through a series of conference calls and immersion into the past two years of quarterly performance segmented by parts of an eighth. Once the client was satisfied with the indicators, I built the dashboard out at their request to quickly and efficiently demonstrate the KPIs we had discussed. This included heatmaps of user engagement segmented by time under day of the week, biweekly donation conversion rate graphics, users by country and other demographically relevant material, new users per week, etc. 
Once the dashboard was set up, I moved on to custom reporting. For example, FTL wanted to see overall sessions and pages per session by city segmented into converters and non-converters in one report, but there was no such relevant report. So I created a custom city report for the metrics "sessions" and "pages/session", under a geographic dimension, and allowing for the property viewer to easily filter between converters and non-converters. Additionally, I built out relevant segmentation for quick filtration across essential GA reports such as key target age groups by gender, major geographically international user segments, and segments by language.
Next, I set up specialized goals to track completions from specific webpage button hits to steps across the marketing funnel according to FTL's needs. Finally, to ensure the data collection was viable, I filtered all employee IP addresses, including mine, out of the property.
With the property optimized, I moved on to the distillation of metric data into usable marketing strategies. For example, analysis of the bounce rate for FTL's main landing page across the default channels showed that audiences weren't clicking through to the content that they desired. There was a disconnect. Therefore, after some volunteer surveys and internal research, we were able to distinguish where that disconnect lay along the steps from ad view through page view. Specifically, in one case, users let us know that the social content they were seeing led them to believe that they'd click through directly to the donation page for quick payment info entry. Instead, they landed on the home page and subsequently had to click through multiple pages to get to the donation page. The barrier of entry became too high and users dropped out of the funnel. Once this issue was fixed, e-commerce conversion rates for social referrals lifted slightly.

Conclusions

I spent the majority of my time optimizing FTL's property to increase marketing efficiency and create a more informed organization once I was gone. It was a positive experience to watch the overall goal conversions for FTL's property lift by 17% and see user engagement rise approx 23% on the website due to changes the web dev team instituted based on my reports. E-commerce conversions or donations rose 3%, leaving me with a sense of accomplishment in helping to build a more funded organization dedicated to creating change in the lives of those less fortunate overseas

TAKEAWAYS

Since, we saw a positive increase in website user engagement, the marketing team at FTL continues to use the optimized property to inform upon key marketing decisions to expand the organization.
Additional opportunities for data recruitment included creating custom dimensions and building some dimensional data groupings. It also could have been beneficial to run an analysis on e-commerce conversion rates by traffic source.