From the course: The Data Science of Nonprofit Service Organizations, with Barton Poulson

Unlock the full course today

Join today to access over 22,600 courses taught by industry experts or purchase this course individually.

Web analytics for nonprofits

Web analytics for nonprofits

From the course: The Data Science of Nonprofit Service Organizations, with Barton Poulson

Start my 1-month free trial

Web analytics for nonprofits

“

- [Barton] I recently spent some time driving through the desert, and I was reminded of the famous Burma-Shave signs. These signs were first posted in the Southwest in the '20s and while they contributed to Burma-Shave's success and became, in fact, a pop culture icon, they couldn't support the company forever. And so in 1963, after about 40 years and several years of declining sales, the company was sold and all the Burma-Shave signs came down. The trick is that for Burma-Shave, as with all billboards, it's hard to know how well they actually worked for the company. Billboards, as with ads in newspapers and radio and TV, the problem is there's no direct way to know whether they're actually reaching people or how many people, or who those people are. You can ask them to call you and tell you, but otherwise there's a fair amount of guesswork involved in offline advertising. But as you might guess, things are different in the online world. When a person looks at your digital ad or…

Contents