the palm beach post analytics team 12/10/13 russell chapin austin nichols
TRANSCRIPT
![Page 1: The Palm Beach Post ANALYTICS TEAM 12/10/13 RUSSELL CHAPIN AUSTIN NICHOLS](https://reader034.vdocument.in/reader034/viewer/2022051416/56649e615503460f94b5bdcd/html5/thumbnails/1.jpg)
The Palm Beach PostANALYTICS TEAM
12/10/13
RUSSELL CHAPINAUSTIN NICHOLS
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In The Beginning…
Basic digital advertising knowledge
Limited experience with SiteCatalyst
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In The Beginning…
Used Adobe Materials and SiteCatalyst Videos
Interactive Class Made SimilarObservations
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Our Role
We Identified Problems
Students: Section Specific
Editing
Class Leaders
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- Design & Site Subsections- Paywall & Subscription Strategies- Paid Content Analysis- PBGametime - PBPulse- Video
- Mobile- SEO & Google+- Social- Dashboards
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IMPROVEMENT
User Experience
User Engagement
Content Optimization
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EXPERIENCEDesign
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EXPERIENCEDesign
Problems:
Navigation
Obscured Content
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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
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EXPERIENCEDesignSolutions:
Simplify Navigation- Condense Sections
Increase Prevalence of Most Popular
Content- Booking Blotter
- Crime
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EXPERIENCESubscriptions
Fewer Hoops
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EXPERIENCEPBGametime
#1 Referrer: Google- Misleading
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EXPERIENCEPBGametime
32% Bounce Rate
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EXPERIENCEPBGametime
1. Bring PBGametime back into the Sports Section.
2. Consolidate forums to promote more discussion.
3. Increase User-Generated Content
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EXPERIENCEPBGametime
1. Bring PBGametime back into the Sports Section.
2. Consolidate forums to promote more discussion.
3. Increase User-Generated Content
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EXPERIENCEDashboards
Improve Internal Experience
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ENGAGEMENTSocial Media
Low Revenue Projections
Cross-Platform Promotions Help Engagement
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OPTIMIZATIONMyPalmBeachPost
Free Content Links On Paid SiteLead Users Away From Paid Content
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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
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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.
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OPTIMIZATIONSEO
Not ranking well for popular search terms
High Bounce rates from search engine
references
Users are not finding what they are looking
for
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OPTIMIZATIONSEO
Page 2
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OPTIMIZATIONSEO
Optimize title tags and meta description for major site sections to
improve user experience and increase Click-Through Rate
Create sitemap
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OPTIMIZATIONPBPulse
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OPTIMIZATIONPBPulse
Page views in October 2013:26,984
Bounce Rate in October 2013:46%
Remove unpopular AP Feeds: Estimate saving $28,600
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IMPROVEMENT
User Experience
User Engagement
Content Optimization
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IMPROVEMENT
Best Design Practices
Effective Social Media Engagement-Cross-Promotion
Premium Content Optimization
Niche Publication Consolidation
SEO
Video Optimization
Mobile Optimization
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REVENUE
Sum of Projected Revenue:
~$588,000
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CONCLUSION
Lessons:
Technical: Analytics
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CONCLUSION
Lessons:
For Future Groups:
Early Analytics Access
Interactive Advertising Class
Schedule
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The Palm Beach PostANALYTICS TEAM
12/10/13
RUSSELL CHAPINAUSTIN NICHOLS