ses 2015 using analytics to make sense of your data

Using Analytics to Make Sense of Your Audience Data

Javier Ortiz – HELLO!

FOTO DE UN REPORT

Content Index

1.Profile & needs1.Data approach2.Content approach

1.-Production2.-Operations3.-Strategic

2.Media Tactics 1.Volume VS visibility2.Comscore Targeting3.Content Profiling

who & whatprofile & needs

Profile & Needs

Advertising

Behavior

eCommerceGoals

Social

Vanity Metrics

Acquisition

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 CompetitivaCompetitive Intelligence

Insights

Voice of customer

Multiple Outcomes

Clic Stream

Everything else

Vanity Metrics

Web Analytis 2.0 Avinash Kaushik

Profile & Needs: Data approach

Profile & Needs: Content Approach

Profile & Needs: Production Approach

Volu

me

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…

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1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62

0

5

10

15

20

25

30

35

0

50

100

150

200

250

300

350

400DATA MODEL DIGITAL EDITION

Sum of Full Screen Sum of Link Sum of ga:visitors Sum of 30 seconds Sum of Minute

Production approach: Digital Editions


Heatmap: HELLO con la revista

High Interest

Production approach: Key Points

1. Does my content works?

2. More articles VS More extension

3. How can I get more readers


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

http://newsonomics.com/three-words-to-remember-social-media-optimization/

DATE

01/01/13

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01/01/14

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01/06/14

01/07/14

01/08/14

01/09/14

01/10/14

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01/01/15

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01/04/15

0

1

2

3

4

5

6

7

8

0

2000

4000

6000

8000

10000

12000

14000

16000

18000

20000

2013 Content2014 ContentIndexed Content

Profile & Needs: Content Life Cycle

Profile & Needs: Content Life

Volu

me

Revenue

- +-

+

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


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: eCommerce


Cont

ent T

ype:

Long

/ sh

ort a

rticle

s VS G

aller

ies

Author: CPM – Links – Social Signals

Taxonomy: CPM - Topics

Strategic approach: Key Points

1. Advertising need VS Breaking News

2. Formats VS Advices (Branded Content)

3. Acquisition Cost / Revenue


Media: Goals &Tactics

P&L

Direct Search

(Suggest)

Keyword Tools

(WordstreamSemrush

Scrapping BuzzsomoMajestic

Content Plan

Hot news

Guides - Tips

Reviews

Goals & Tactics: Strategic Planning

Volu

me

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

Freshness Brand Preference Universal

Goals & Tactics: Strategic Planning: Enviroment

Goals & Tactics: Strategic Planning: Comscore

Quality Volume Targeting


Content Discovery

Content + Volume +Section // Content Revenue

Content Discovery

Content + Volume +Section // Content Revenue

13K

3K

Pages / Visit

1 4-5 >6

>8

4-8

2-3

1

Visi

tors

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

Channel

Time

Location

P&L: CPM – A/B Cost – UU


Closing notes

It´s all about the content• Production• Lifecycle• Objectives

Javier OrtizOnline Acquisition Manager HELLO!

@vseo_es

uk.linkedin.com/in/javierortizsaiz/

ses 2015 using analytics to make sense of your data

Data & Analytics