Digital Publishers Forum - Stephen Morgan Presentation

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Squiz's Director, Stephen Morgan, delivered this presentation at the The Publishers Association's Digital Publishing Forum at University College London.

The theme of the February event, "Measuring the Reader" focussed on the ways in which digital publishing can be monitored, analysed and optimised. Steve's presentation on Web Analytics gives an outline of the why, what and how of effective analytics. It outlines the way that analytics should be approached in order to get useful data which can feed back into improving the web experience for the benefit of both users and the organisation.

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  • Another example of this process: me looking to maximise impact of presentation: my aims on the slide.
  • Analytics used to gain insights that ultimately lead to better / real business outcomes.
  • We normally dive straight in to data in hope of finding helpful conclusions
  • Analytics reports are usually too complicated to understand and therefore not used OR too simplistic and therefore don’t provide enough meaning to be useful.
  • but this tends not to lead to useful insights.
  • The way to find these is to define what you want to know first. Start with basic question: what ultimately are you looking to achieve online?
  • Let’s say it’s to drive online subscriptions. These are the sort of key questions to focus on, as they relate directly to your ultimate objective.
  • Map ‘key performance indicators’ on to these questions, then seek values for them in Analytics.
  • Putting questions first lets you cut straight through the relevant data. The most relevant and actionable insights will stem from that.
  • Another example of this process: me looking to maximise impact of presentation: my aims on the slide.
  • Looking for analytics to answer questions directly relating to those aims, with relevant KPIs. The gives best chance of reaching actionable insights
  • like ‘it’s better when audience members drink coffee’.
  • Analysis now straightforward and immediately and clearly usable because fully driven by / tied to your bottom line aim.
  • You have the right data now but not always easy to know what changes to make.
  • Controlled experimentation is a valuable way of finding the right response to make. ‘fail’ asap by identifying deficient areas and changing them.
  • a/b testing answer question of what changes to make. It’s also a powerful way of getting changes made. It bypasses delays and opinions that typify the normal process of analyst > decision maker > inaction.
  • Squiz Analytics has a great a/b testing feature.
  • Squiz Analytics has a great a/b testing feature.
  • a/b testing answer question of what changes to make. It’s also a powerful way of getting changes made. It bypasses delays and opinions that typify the normal process of analyst > decision maker > inaction.
  • Another example of this process: me looking to maximise impact of presentation: my aims on the slide.
  • Another example of this process: me looking to maximise impact of presentation: my aims on the slide.
  • Adding traffic to the big picture of your online activity.
  • Digital Publishers Forum - Stephen Morgan Presentation

    1. 1. Analytics: A Clearer Path to Online Success Stephen Morgan, Managing Director Squiz UK
    2. 2. About me • 13 years in the Web Content Management business • Arrived here from Sydney 8 years ago • Developed online strategies for a range of publishers • Interested in the evolution of web ‘publishing’ to web ‘experience’
    3. 3. Why do we use analytics?
    4. 4. How do we use analytics (really)?
    5. 5. How do we use analytics (really)?
    6. 6. 6
    7. 7. Define your business objectives
    8. 8. How are we driving online subscriptions? When are we driving online subscriptions? Where are we driving online subscriptions? From whom are we driving online subscriptions? To what extent are we driving online subscriptions? Objective: Increase online subscriptions Focused lines of enquiry:
    9. 9. Objective: Drive online subscriptions How are we driving online subscriptions? KPI: total £s subscriptions v.s traffic source When are we driving online subscriptions? KPI: number of subscriptions v.s. day of the week Where are we driving online subscriptions? KPI: subscriptions per visit v.s visitor location From whom are we driving online subscriptions? KPI: subscriptions per visit v.s new/returning visitor To what extent are we driving online subscriptions? KPI: subscriptions v.s. visits or £ online v.s £ offline
    10. 10. Questions first Educated Action Relevant / outcome- related data Actionable insights Focused questions
    11. 11. Objective: maximise audience response • Maximise retention of information • Maximise agreement • Maximise enthusiasm
    12. 12. What have you been drinking? DRANK COFFEE OR WATER AUDIENCE MEMBERS % OF MEMBERS AGREE WITH SPEAKER AVERAGE AMOUNT OF INFO RETAINED AVERAGE LEVEL OF ENTHUSIASM WATER 26 15% (4) 52% (MEDIUM) MEH COFFEE 14 86% (12) (61% HIGH) CRAZED Hmm.. There’s something in this coffee…
    13. 13. Fancy a coffee?
    14. 14. Analysis focused on business objectives
    15. 15. Insights... what to do with them…
    16. 16. Controlled experimentation. Fail faster
    17. 17. 1,2,3 Testing
    18. 18. Squiz Tests
    19. 19. > 19
    20. 20. Reporting to key stakeholders is very important
    21. 21. Context aware content targeting
    22. 22. Context is king • To effectively target content, we need to understand the users context: > Device > Location > User type and prior history > The search term they used to find us > Referring site > Social profiles
    23. 23. From understanding comes great things • Once we understand: > What our analytics data is telling us > The results of our testing > Our users’ context • We can start to target content in real time
    24. 24. 24
    25. 25. 25
    26. 26. 26
    27. 27. 27
    28. 28. Learn, improve, grow
    29. 29. Thank you, any questions? Stephen Morgan Twitter: @stephen_morgan  Linkedin: uk.linkedin.com/in/stephenmorgan
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