the palm beach post analytics team 12/10/13 russell chapin austin nichols
DESCRIPTION
The Palm Beach Post ANALYTICS TEAM 12/10/13 RUSSELL CHAPIN AUSTIN NICHOLS. In The Beginning…. Basic digital advertising knowledge Limited experience with SiteCatalyst. In The Beginning…. Used Adobe Materials and SiteCatalyst Videos Interactive Class Made Similar Observations. - PowerPoint PPT PresentationTRANSCRIPT
The Palm Beach PostANALYTICS TEAM
12/10/13
RUSSELL CHAPINAUSTIN NICHOLS
In The Beginning…Basic digital advertising knowledge
Limited experience with SiteCatalyst
In The Beginning…Used Adobe Materials and SiteCatalyst Videos
Interactive Class Made SimilarObservations
Our RoleWe Identified Problems
Students: Section Specific
Editing
Class Leaders
- Design & Site Subsections- Paywall & Subscription Strategies- Paid Content Analysis- PBGametime - PBPulse- Video
- Mobile- SEO & Google+- Social- Dashboards
IMPROVEMENT
User Experience
User Engagement
Content Optimization
EXPERIENCEDesign
EXPERIENCEDesignProblems:
Navigation
Obscured Content
EXPERIENCEDesign
According to SiteCatalyst
Breaking News Visits: 24% exit site w/o clicking a link
News Home Page Visits: 26% exit site w/o clicking a
link
5% immediately return to the home page
EXPERIENCEDesignSolutions:
Simplify Navigation- Condense Sections
Increase Prevalence of Most Popular
Content- Booking Blotter
- Crime
EXPERIENCESubscriptions
Fewer Hoops
EXPERIENCEPBGametime
#1 Referrer: Google- Misleading
EXPERIENCEPBGametime
32% Bounce Rate
EXPERIENCEPBGametime
1. Bring PBGametime back into the Sports Section.
2. Consolidate forums to promote more discussion.
3. Increase User-Generated Content
EXPERIENCEPBGametime
1. Bring PBGametime back into the Sports Section.
2. Consolidate forums to promote more discussion.
3. Increase User-Generated Content
EXPERIENCEDashboards
Improve Internal Experience
ENGAGEMENTSocial Media
Low Revenue Projections
Cross-Platform Promotions Help Engagement
OPTIMIZATIONMyPalmBeachPost
Free Content Links On Paid SiteLead Users Away From Paid Content
OPTIMIZATIONVideo
October 2012 - September 2013:
31,680 views of original content on NDN network of
sites
2,481,877 views on palmbeachpost.com
$64,775.05 of revenue
OPTIMIZATIONVideo
Top of the page section tabs
Searchbar
Latest Published Video Pushed to Homepage
Emphasize Mobile
$7.19 B in Mobile Ad spending end of 2013
(eMarketer)
China already accesses net with more smartphones than PC’s.
OPTIMIZATIONSEO
Not ranking well for popular search terms
High Bounce rates from search engine
references
Users are not finding what they are looking
for
OPTIMIZATIONSEO
Page 2
OPTIMIZATIONSEO
Optimize title tags and meta description for major site sections to
improve user experience and increase Click-Through Rate
Create sitemap
OPTIMIZATIONPBPulse
OPTIMIZATIONPBPulse
Page views in October 2013:26,984
Bounce Rate in October 2013:46%
Remove unpopular AP Feeds: Estimate saving $28,600
IMPROVEMENT
User Experience
User Engagement
Content Optimization
IMPROVEMENTBest Design Practices
Effective Social Media Engagement-Cross-Promotion
Premium Content Optimization
Niche Publication Consolidation
SEO
Video Optimization
Mobile Optimization
REVENUE
Sum of Projected Revenue:
~$588,000
CONCLUSIONLessons:
Technical: Analytics
CONCLUSIONLessons:
For Future Groups:
Early Analytics Access
Interactive Advertising Class
Schedule
The Palm Beach PostANALYTICS TEAM
12/10/13
RUSSELL CHAPINAUSTIN NICHOLS