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Aperture & Ny Mag.Com
Aperture & Ny Mag.Com
Aperture & Ny Mag.Com
Aperture & Ny Mag.Com
Aperture & Ny Mag.Com
Aperture & Ny Mag.Com
Aperture & Ny Mag.Com
Aperture & Ny Mag.Com
Aperture & Ny Mag.Com
Aperture & Ny Mag.Com
Aperture & Ny Mag.Com
Aperture & Ny Mag.Com
Aperture & Ny Mag.Com
Aperture & Ny Mag.Com
Aperture & Ny Mag.Com
Aperture & Ny Mag.Com
Aperture & Ny Mag.Com
Aperture & Ny Mag.Com
Aperture & Ny Mag.Com
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Aperture & Ny Mag.Com

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  • 1. Aperture & NYMag.com DPAC Breakfast Discussion
  • 2. Lindsay Mure-O’Neill GM, Aperture Network Datran Media Michael Silberman GM, Digital Media NYMag.com
  • 3. “ NYMag.com won the general excellence awards for their Web site”… A wonderful citation 
  • 4. “ April 24 th , 2009 19 miles over the speed limit. Taconic Parkway. Lindsay O’Neill - $169”… My latest citation 
  • 5. <ul><li>Internal </li></ul><ul><ul><li>Content performance </li></ul></ul><ul><ul><li>Measure “stay” rate on site </li></ul></ul><ul><ul><li>Get visitors “deeper” into the site </li></ul></ul><ul><ul><li>Optimize best performing landing pages </li></ul></ul><ul><ul><li>Measure “stickiness” - how often do they come back, # of pages viewed, time spent on each page/section of the site </li></ul></ul>Overview
  • 6. 1,746 Page Views 801 Page Views 349 Page Views 1,249 Page Views 5,950 Page Views <ul><ul><ul><li>What content </li></ul></ul></ul><ul><ul><ul><li>is working </li></ul></ul></ul><ul><ul><ul><li>or not? </li></ul></ul></ul>
  • 7. Performance of landing pages and effectiveness of getting people deeper into the site
  • 8. <ul><ul><ul><li>Overall user </li></ul></ul></ul><ul><ul><ul><li>behavior & trends </li></ul></ul></ul><ul><ul><ul><li>to inform biz </li></ul></ul></ul><ul><ul><ul><li>decisions </li></ul></ul></ul>
  • 9. <ul><ul><ul><ul><li>“ Stickiness” metrics – </li></ul></ul></ul></ul><ul><ul><ul><ul><li>e.g. how often do they come back, # of pages viewed, </li></ul></ul></ul></ul><ul><ul><ul><ul><li>time spent on site </li></ul></ul></ul></ul>slideshows drive page views per visit + newsletters drive repeat visits = higher engagement overall
  • 10. Overview <ul><li>Outside </li></ul><ul><ul><li>How many people came to my site? </li></ul></ul><ul><ul><li>And how did they get there? </li></ul></ul><ul><ul><li>How does my site measure up to my competitors’ sites? </li></ul></ul><ul><ul><li>New metric: “Who” </li></ul></ul><ul><ul><li>Monetization – how to segment audiences by page, section, or content </li></ul></ul>
  • 11. Competitive Analysis
  • 12. <ul><ul><ul><ul><li>Outside metrics </li></ul></ul></ul></ul><ul><ul><ul><ul><li>measure… </li></ul></ul></ul></ul><ul><ul><ul><ul><li>competition </li></ul></ul></ul></ul><ul><ul><ul><ul><li>traffic source </li></ul></ul></ul></ul><ul><ul><ul><ul><li>WHO (audience) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Internal metrics </li></ul></ul></ul></ul><ul><ul><ul><ul><li>measure… </li></ul></ul></ul></ul><ul><ul><ul><ul><li>page & content performance </li></ul></ul></ul></ul><ul><ul><ul><ul><li>behavior & trends </li></ul></ul></ul></ul><ul><ul><ul><ul><li>stickiness </li></ul></ul></ul></ul>
  • 13. Monetization by segmentation of audience for ad targeting on site $$$ Fashionista Socialite Luxury Goods Buyer Data providers:
  • 14. Ad loads on page Aperture Cookie Found! Data passed into report. Aperture’s Campaign-level Audience Reports are measured at the impression, click and conversion. Use these reports to validate the reach of a targeted campaign, and identify new areas of consumer interest ON YOUR SITE.
  • 15. Case Study NYMag.com leveraged inside & outside measures to re-design their site which increased performance , and decreased bounce rates! How did they do it?
  • 16. Case Study 2005 2007 2008 May 2006 May 2007 + 37% And 25% increase in time on page
  • 17. Recap of Benefits <ul><li>Inside </li></ul><ul><ul><li>Which content performs best </li></ul></ul><ul><ul><li>Measure “stay” rate on site </li></ul></ul><ul><ul><li>Get visitors “deeper” into the site </li></ul></ul><ul><ul><li>Optimize best performing landing pages </li></ul></ul><ul><ul><li>Measure “stickiness” </li></ul></ul><ul><ul><ul><li>how often they come back </li></ul></ul></ul><ul><ul><ul><li># of pages viewed </li></ul></ul></ul><ul><ul><ul><li>time spent on each page/section of the site </li></ul></ul></ul><ul><li>Outside </li></ul><ul><ul><li>How many people came to my site? </li></ul></ul><ul><ul><li>And how did they get there? </li></ul></ul><ul><ul><li>How does my site measure up to my competitors’ sites? </li></ul></ul><ul><ul><li>Combo w/ “WHO” </li></ul></ul><ul><ul><li>Monetization – how to segment audiences by page, section, or content </li></ul></ul><ul><ul><li>Campaign-level audience measurement on site (demo, behavior, etc.) </li></ul></ul>
  • 18.  
  • 19. Questions?

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