adobe digital analytics competition - los tres amigos
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Comcast XfinityTV
LOS TRES AMIGOSAgata Dec
Jean-Paul BehrensRodrigo Domingues
Adobe Digital Analytics Competition
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Agenda
• Objectives and KPIs• Key Customer Segments• General Trends
Paths to ContentUser Experience
• RecommendationsMonetization
Key Objectives
Who is the target audience?– Subscribers of Comcast cable
(Authenticated Users)
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What are the key objectives?– Grow key customer segments– Promote engagement among users– Increase high-frequency returns– Improve cross-content consumption
TrafficVisitorsVisits
Traffic Sources
FrequencyReturn VisitsReturn Rate
High Frequency Return
Engagement with Content
Video Starts%of Video Completion
Time on Site
Other Variables Analyzed
Internal Search ResultsGrowth in Key
Customer Segments
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Defining KPIs
Key Customer Segments
• TV ViewersUsers who watch full episodes of TV series
• Movie WatchersUsers who watch movies
• Tool UsersUsers who go to the website to use the DVR or remote tools
• Live StreamersUsers who primarily watch live streams
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Key Customer Segments
* Size of bubble represents size of segment
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Characteristics of Key Segments
TV ViewersMovie WatchersTool UsersLive Streamers
Return Rate
Onl
ine
Vide
o Co
nsum
ption
Key Trends Among Authenticated Viewers
• The number of authenticated visitors grew 31% from September 2011 to September 2012.
• The number of visits per visitors grew by 14%.
• On average, authenticated visitors spent 45% more time on page in September 2012 than they did a year before.
• The number of video starts increased by 63% between September 2011 and September 2012.
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The Most Utilized Paths to Content
MOVIES
MOVIE BROWSING
37.9%
MOVIE ENTITY PAGES22.13%
ENTER SITE DIRECTLY19.81%
HOMEPAGE12.21%
TV SHOWS
ENTER SITE DIRECTLY56.21%
TV ENTITY PAGES26.57%
HOMEPAGE10.6%
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• Paths to content are fairly straightforward and are not an obstacle to video consumption.
• Users generally need no more than 3-4 clicks to get to content.
Types of Referrers
83.44%
9.07%
4.39%2.81%0.28%
comcast.net
Typed/Bookmarked
Other Websites
Search Engines
Social Networks
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• Over 80 percent of traffic is generated from xfinity.comcast.net• Users from this source have the highest return rate, but… visitors originated from other sources are more engaged
Traffic Drivers vs. Performancexfinity.comcast.net
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xfinity.comcast.net Typed/Bookmarked Search Engines0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
6.25.2
1.9
Visits per Visitor
xfinity.comcast.net Typed/Bookmarked Search Engines0%
10%
20%
30%
40%
50%
60%
70%
80%
45%
70%
52%
Videos Completed in 75%+
Number of visitors from search is trending down• Branded keywords - generate majority of search traffic,
but have a lower online video consumption• Non-branded keywords (e.g. specific TV show titles) – high video
consumption, but XfinityTV does not appear high in SERP
SEO profile is not aligned with what users are looking for.• Most people search by non-branded keywords - XfinityTV
tends to rank low (below 2nd SERP) for those• The non-branded keyword related to top internal searches done by
authenticated users are not ranked among the first SERP
Traffic Drivers vs. PerformanceSEO/SEM
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Referrals from social media are virtually non-existent (0.28% of total)• Social media users rarely interact with content and
return to the site less often
Traffic Drivers vs. PerformanceOther Sources
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Direct-source consumers: • Use the site efficiently – shortest paths to content• Are more likely to be Comcast Entitled than any
other group• Watch video content more often than other groups
and have a high return frequency
Negative Impact of Video Errors
• Video Errors make users leave the site: of all visits that
received a video error message, only 3.48% started a video
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• Visitors that experienced video errors visit the site less often (2.16 visits/visitor) than those who didn’t (4.0 visits/visitor).
Authentication As a Consumption Barrier
• Of anonymous Likely Comcast subscribers in September 2012, 22.93% left the site right away when trying to watch a video that required authentication
• Only 13% signed in to watch entitled videos.
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Content Offering
• The most consumed genres of content are:
• Cross-genre consumption affects user engagement KPIs:– Visitors who start Comedy, Drama and Reality videos
come back about 90% more often than those who start
comedy videos only– They also have view more pages per visit
1. Drama 33%
2. Comedy22%
3. Reality 6%
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Recommendations
• Optimize video suggestions based on viewing history– Use Adobe Recommendations to encourage higher level of video
consumption by promoting cross-genre recommendations
– Use Adobe Test & Target to optimize website engagement with best performing layout iteration for customer segments
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320,700
Users Affected
4,247,400
Extra Videos
Watched
Recommendations
• Increase engagement among TV Viewers and Movie Watchers through a targeted and personalized email campaign– Promote optimized video suggestions to users on a monthly basis– If successful, apply the strategy to other Comcast subscribers
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969, 200
Users Affected
1,327,900
Extra Videos
Watched
Recommendations
• Improve SEO profile to rank higher in searches related to subscriber preferences– Focus on long-tail, title specific keywords – Put additional emphasis on shows that rank high in the website’s
internal searches
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126,400
Users Affected
173,200
Extra Videos
Watched
Recommendations
• Reduce video errors– Key element affecting user experience– It is impossible to eliminate errors completely, but even
a 20 percent decrease will have a significant impact
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322,400
Users Affected
1,289,500
Extra Videos
Watched
Recommendations
• Simplify the sign-in process to encourage content consumption– Test a light-box solution that allows users to sign-in without leaving
the site– Potential application of Facebook login
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210,800
Users Affected
288,800
Extra Videos
Watched
Moving the Needle
Implementing the proposed recommendations will:
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1,949,473 Users18% of all online XfinityTV users
Increase the User
Experience
7,326,686 Videos8% increase to total videos viewed
Generate More Video
Views
Monetization
By increasing online engagement among key customer segments, Comcast will be able to decrease churn rate.
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Now With Tres Amigos
Video Subscribers 22,000,000
Subscribers Lost Annually 770,000 693,000
Churn Rate 3.5% 3.15%
ARPU (month) $150.00
Money Lost Annually $1,386,000,000 $1,247,400,000
Subscribers Saved 77,000Revenue Saved $138,600,000
Thank You!
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