ses 2015 using analytics to make sense of your data
TRANSCRIPT
Content Index
1.Profile & needs
1.Data approach
2.Content approach
1. -Production
2. -Operations
3. -Strategic
2.Media Tactics
1.Volume VS visibility
2.Comscore Targeting
3.Content Profiling
Profile and needs : Key Points
1. Different Team = Different Objectives
2. Different Objectives = Different Needs
3. Different needs = Completely different reports
Profile & Needs
Inteligencia Competitiva
Inteligencia Competitiva
Competitive Intelligence
Insights
Voice of customer
Multiple Outcomes
Clic Stream
Everything else
Vanity Metrics
Web Analytis 2.0 Avinash Kaushik
Profile & Needs: Data approach
Vo
lum
e
Engagement- +
-
+
Galleries
Celebrities
Royalty
Health &
Beauty
TagsBrides
Fashion
TravelBlogs
Tools
Profile & Needs: Production Approach
Production approach: CMS
Profile & Needs: Production approach
CTR (+- Average)Shares (+- Average)Time on Page…
0
5
10
15
20
25
30
35
0
50
100
150
200
250
300
350
400
Jan
uar
y/Fe
bru
ary
20
15
: C
ove
r
Jan
uar
y/Fe
bru
ary
20
15
: Lu
st H
ave
Jan
uar
y/Fe
bru
ary
20
15
: W
ish
Lis
t 1
Jan
uar
y/Fe
bru
ary
20
15
: W
ish
Lis
t 3
Jan
uar
y/Fe
bru
ary
20
15
: A
gen
da
1
Jan
uar
y/Fe
bru
ary
20
15
: A
gen
da
3
Jan
uar
y/Fe
bru
ary
20
15
: V
icto
ria'
s…
Jan
uar
y/Fe
bru
ary
20
15
: R
adar
1
Jan
uar
y/Fe
bru
ary
20
15
: R
adar
3
Jan
uar
y/Fe
bru
ary
20
15
: A
lice'
s…
Jan
uar
y/Fe
bru
ary
20
15
: V
icto
ria…
Jan
uar
y/Fe
bru
ary
20
15
: B
EST…
Jan
uar
y/Fe
bru
ary
20
15
: Fa
shio
n 2
Jan
uar
y/Fe
bru
ary
20
15
: Fa
shio
n 4
Jan
uar
y/Fe
bru
ary
20
15
: Fa
shio
n 6
Jan
uar
y/Fe
bru
ary
20
15
: Fa
shio
n 8
Jan
uar
y/Fe
bru
ary
20
15
:…
Jan
uar
y/Fe
bru
ary
20
15
:…
Jan
uar
y/Fe
bru
ary
20
15
:…
Jan
uar
y/Fe
bru
ary
20
15
: Je
we
llery
Jan
uar
y/Fe
bru
ary
20
15
: Lu
xe F
or…
Jan
uar
y/Fe
bru
ary
20
15
: Lu
xe 3
Jan
uar
y/Fe
bru
ary
20
15
: St
yle
Up
-…
Jan
uar
y/Fe
bru
ary
20
15
: B
eau
ty…
Jan
uar
y/Fe
bru
ary
20
15
: Th
e…
Jan
uar
y/Fe
bru
ary
20
15
: P
erf
um
e…
Jan
uar
y/Fe
bru
ary
20
15
: W
ed
din
g
Jan
uar
y/Fe
bru
ary
20
15
: A
LIST
_B
OD
Y
Jan
uar
y/Fe
bru
ary
20
15
: H
ilfig
er
Jan
uar
y/Fe
bru
ary
20
15
: Th
e S
cen
e
Jan
uar
y/Fe
bru
ary
20
15
: A
dd
ress
…
1 2 3 4 5 6 7 8 9 1011121314151617181920212223242526272829303132333435363738394041424344454647484950515253545556575859606162
DATA MODEL DIGITAL EDITION
Sum of Full Screen Sum of ga:visitors Sum of 30 seconds Sum of Minute Sum of Link
Production approach: Digital Editions
Profile & Needs: Production approach
Production approach: Key Points
1. Does my content works?
2. More articles VS More extension
3. How can I get more readers
Profile & Needs: Production approach
Volu
me
Investment
- +
-
+
Galleries
Celebrities
Royalty
Health &
Beauty
TagsBrides
Fashion
TravelBlogs
Tools
Profile & Needs: Acquisition Approach
Acquisition approach: Key Points
1. Search Volume does not mean CTR
2. Users as “gatekeepers” Ken Doctor Newsonomics
3. Acquisition = Operations + Opportunity
0
2000
4000
6000
8000
10000
12000
14000
16000
18000
20000
0
1
2
3
4
5
6
7
8
2013 Content 2014 Content Indexed Content
Profile & Needs: Content Life Cycle
Vo
lum
eRevenue
- +
-
+
Galleries
Celebrities
Royalty
Health &
Beauty
TagsBrides
Fashion
TravelBlogs
Tools
Profile & Needs: Strategic Approach
Strategic approach: eCommerce
Profile & Needs: Strategic approach
USER ID Logued/NotLogued_ID
Channel
Channel
Campaign
ID_Author
Article name
Channel_Section_Taxonomy
Performance by demographic
Revenue per author
Revenue per Topic
Cost channel
Strategic approach: Custom Vars
Profile & Needs: Strategic approach
USER ID Logued/NotLogued_ID
Channel
Channel
Campaign
ID_Author
Article name
Channel_Section_Taxonomy
Performance by demographic
Revenue per author
Revenue per Topic
Cost channel
Strategic approach: Key Points
1. Advertising need VS Breaking News
2. Formats VS Advices (Branded Content)
3. Acquisition Cost / Revenue
Profile & Needs: Strategic approach
P&L
Direct Search
(Suggest)
Keyword Tools
(WordstreamSemrush
Scrapping BuzzsomoMajestic
Content Plan
Hot news
Guides - Tips
Reviews
Goals & Tactics: Strategic Planning
Vo
lum
e
Revenue- +
-
+
Galleries
Celebrities
Royalty
Health &
Beauty
TagsBrides
Fashion
TravelBlogs
Tools
Goals & Tactics: Strategic Planning
Galleries
Celebrities
Royalty
Health &
Beauty
TagsBrides
Fashion
TravelBlogs
Tools
Galleries
Celebrities
Royalty
Health &
Beauty
TagsBrides
Fashion
TravelBlogs
Tools
Pages / Visit
1 4-5 >6
>8
4-8
2-3
1
Vis
ito
rs
Cherry-pickers
Fly-byers
Fans
2 - 3
Surfers
LOST
F-b
27.59%
11.04%
5.9%
7.37%
11.54%
4.54%
3.22%
9.92%
5.14%
2.08%
1.67%
4.15%
4.06%
1.54%
1.18%
3.06%
3.33
2.32
1.89
11.35
4.19
1.92
14.80
3.53
1.57
1.521.87
12.51
6.76
2.88
2.79
24.42
% USers
Goals & Tactics: Strategic Planning: User Centric