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Best Practices for Public Sector Organizations




Social Media Campaigns to Meet Agency's Specific Goals 

Social media analytics can support communication, public relations, customer services, and public consultation and engagement for public sector entities. By identifying the most prevalent channels to the agency's target audience, public sector organizations can understand where citizens are talking about topics related to the agency's mission and through which channels they are looking for more information. As each government agency has a specific goal and its own strategic needs for providing services or resources to the public, entities must determine what they want to achieve using social media. The social media strategy and measurement must refer back to its stated goals to ensure that the agency's goals are valuable and actionable. Public sector entities can leverage social media for more significant and enhanced brand awareness and more effectively connect citizens to relevant, real-time information. 

Scheduled Reports to Keep Analysts & Stakeholders Up-To-Date

Scheduled reports are essential to keep the organization up-to-date with the website's current state and visitors' engagement. For instance, a scheduled report that includes monthly and weekly (MoM & WoW) reports may be instrumental for an organization's stakeholders to understand how visits and engagement are trending over time. Moreover, a day-over-day report is valuable when entities analyze a new campaign or page recently launched to understand how visitors interact. Using a schedule report to measure a new page or campaign would report on performance at night when the agency's analysts are not actively using Adobe Analytics. Therefore, receiving a scheduled report in the morning with vital insights that users may have missed overnight can help agencies decide on the best next step forward. 

Anomaly Detection to Understand and Manage Important Changes in Data 

Anomaly Detection allows organizations to separate "true signals" from "noise" in their data. This distinction is essential in helping agencies identify potential factors contributing to those signals or anomalies by understanding which statistical fluctuations are crucial. Anomaly detection is particularly valuable for public sector organizations that have a limited number of resources. By receiving real-time updates on accurate signals in data, organizations can get to the root of an issue much more efficiently and effectively than having to derive these insights manually. Furthermore, Anomaly Detection can support providing reliable KPI forecasts to support data-driven decisions.

Time-based Reports to Understand the Best Hours for Connecting with Citizens

Time-based reports are valuable in helping public sector entities to understand what times of the day and what days of the week visitors are most actively engaging with their site to deliver relevant and essential content at the most pertinent hours to keep citizens informed. Time-based reports can be helpful for public sector organizations as they can understand the best times for posting essential resources or new components that may benefit citizens. Public sector entities can feel confident that critical content will reach the masses by pushing out information during these optimal hours.

Establish a Center of Excellence to Drive Greater Product Adoption Across the Organization 

Implementing a Center of Excellence (CoE) is a hub for strategy and a central source of truth for all teams across a public sector organization by creating clear definitions and standards for data. Moreover, a CoE can support connecting the dots across different teams' data sets to minimize gaps in data and insights. A central information hub can also establish a community and identify power users across the organization. Two key ways to leverage power users' skills are to create reusable templates to share with everyone in the organization and establish training sessions for ongoing learning. Power users should create templates to share with the agency to help facilitate more efficient and accurate reporting, especially for beginner analysts. Establishing enablement sessions will support educating the agency and help set a data and analytics fluency baseline. Enablement sessions will drive greater product adoption across the organization to ensure that analysts across teams can pull accurate and meaningful reports with little to no outside support.