Web analytics at mbl.is Ólafur Örn Nielsen
Morgunblaðið –  a morning subscription newspaper founded in 1913 mbl.is –  the web version of Morgunblaðið  10 years old
<ul><li>Overview </li></ul><ul><li>Web analytics at mbl.is </li></ul><ul><li>Analytical findings </li></ul><ul><li>Analyti...
<ul><li>History of analytics at mbl.is </li></ul><ul><li>1998 –  Log analysis </li></ul><ul><li>2001 – Centralized Modernu...
<ul><li>The beginning of web analytics at mbl.is </li></ul><ul><li>We began working with the consulting agency  Nordic eMa...
<ul><li>Recent developments for mbl.is </li></ul><ul><li>Average user growth  20,97%  each year for last  5 years   </li><...
<ul><li>Web analytics in last changes of mbl.is </li></ul><ul><li>Simplification  of navigation based on analytics </li></...
<ul><li>Web analytics has helped us! </li></ul><ul><li>Increased knowledge  of user behaviour </li></ul><ul><li>Decisions ...
<ul><li>mbl.is media kit  </li></ul><ul><li>Pinpoint the  exact audience </li></ul><ul><li>Get the  most  out your campaig...
<ul><li>mbl.is media kit  </li></ul><ul><li>Explanations of statistics and surveys </li></ul><ul><li>Web analytics termino...
<ul><li>Knowledge database </li></ul><ul><li>Combined objectives  of mbl.is and the advertising market </li></ul><ul><li>F...
<ul><li>Web analytics and advertising </li></ul><ul><li>The centralized measurements of Modernus </li></ul><ul><li>What do...
<ul><li>Web properties of mbl.is </li></ul><ul><li>3 domains </li></ul><ul><li>The news web  mbl.is </li></ul><ul><li>blog...
<ul><li>This does  not mean  that 292.558 use the news portal! </li></ul>Modernus, 3rd week 2008
<ul><li>This does  not mean  that 292.558 use the news portal! </li></ul><ul><li>83%  use the  news portal </li></ul><ul><...
<ul><li>This does  not mean  that 292.558 use the news portal! </li></ul><ul><li>83%  use the  news portal </li></ul><ul><...
<ul><li>Gallup’s media ratings </li></ul><ul><li>Strong relation  between Modernus measurements and Gallup’s media ratings...
 
<ul><li>Web analytics and advertising </li></ul><ul><li>Noticable fluctuations  in weekly unique users </li></ul><ul><li>A...
<ul><li>Reliable Web analytics everyone understands! </li></ul><ul><li>No technical knowledge required </li></ul><ul><li>C...
<ul><li>Activity matters! </li></ul><ul><li>Visits per visitor </li></ul><ul><li>Pages viewed per session </li></ul><ul><l...
<ul><li>Metrics that matter in advertising </li></ul><ul><li>How many clicked the banner? </li></ul><ul><li>What happens a...
<ul><li>Measure performance </li></ul><ul><li>If you have  goals  you can measure  performance </li></ul><ul><li>If you me...
<ul><li>Summary </li></ul><ul><li>The web is  constantly expanding – 21% each year </li></ul><ul><li>Web Analytics will  e...
<ul><li>Thank you </li></ul><ul><li>Presentation available at  www.rimc.is </li></ul><ul><li>mbl.is media kit http://media...
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Web Analytics at mbl.is

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My presentation from the RIMC 2008 conference held 8th of February at Hilton Nordica Reykjavik.

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Web Analytics at mbl.is

  1. 1. Web analytics at mbl.is Ólafur Örn Nielsen
  2. 2. Morgunblaðið – a morning subscription newspaper founded in 1913 mbl.is – the web version of Morgunblaðið 10 years old
  3. 3. <ul><li>Overview </li></ul><ul><li>Web analytics at mbl.is </li></ul><ul><li>Analytical findings </li></ul><ul><li>Analytics and advertising </li></ul>
  4. 4. <ul><li>History of analytics at mbl.is </li></ul><ul><li>1998 – Log analysis </li></ul><ul><li>2001 – Centralized Modernus/teljari.is statistics </li></ul><ul><li>2007 – Deeper analysis – web analytics era </li></ul>
  5. 5. <ul><li>The beginning of web analytics at mbl.is </li></ul><ul><li>We began working with the consulting agency Nordic eMarketing in the spring of 2007 </li></ul><ul><li>IndexTools chosen as our analytics tool </li></ul><ul><li>Implementation began summer 2007 </li></ul><ul><li>The use of the tool is an ongoing project </li></ul>
  6. 6. <ul><li>Recent developments for mbl.is </li></ul><ul><li>Average user growth 20,97% each year for last 5 years </li></ul><ul><li>17,61% growth in 2007 </li></ul><ul><li>Visits per weekly visitor went from 5,69 to 7,69 – up 25% </li></ul><ul><li>More users and more usage </li></ul><ul><li>Source: Modernus </li></ul>
  7. 7. <ul><li>Web analytics in last changes of mbl.is </li></ul><ul><li>Simplification of navigation based on analytics </li></ul><ul><li>News seperated from other content </li></ul><ul><li>Popular content like gossip and entertainment received more visual prominence – 25% growth </li></ul><ul><li>More content above the fold - bounce rate down 10% </li></ul>
  8. 8. <ul><li>Web analytics has helped us! </li></ul><ul><li>Increased knowledge of user behaviour </li></ul><ul><li>Decisions made in a tactical way based on facts rather than feeling </li></ul><ul><li>Detailed and concise information for advertisers </li></ul>
  9. 9. <ul><li>mbl.is media kit </li></ul><ul><li>Pinpoint the exact audience </li></ul><ul><li>Get the most out your campaign </li></ul><ul><li>Tips & tricks in online advertising & marketing </li></ul>
  10. 10. <ul><li>mbl.is media kit </li></ul><ul><li>Explanations of statistics and surveys </li></ul><ul><li>Web analytics terminology explained in a simple way </li></ul><ul><li>References to studies and blogs </li></ul>
  11. 11. <ul><li>Knowledge database </li></ul><ul><li>Combined objectives of mbl.is and the advertising market </li></ul><ul><li>Fast development – mbl.is will take the lead with advertisers </li></ul>
  12. 12. <ul><li>Web analytics and advertising </li></ul><ul><li>The centralized measurements of Modernus </li></ul><ul><li>What do those numbers say and what do they mean ? </li></ul><ul><li>Activity matters matters just as much as unique users </li></ul><ul><li>Same applies in online advertising as in other mediums – reach and frequency </li></ul>
  13. 13. <ul><li>Web properties of mbl.is </li></ul><ul><li>3 domains </li></ul><ul><li>The news web mbl.is </li></ul><ul><li>blog.is blog community </li></ul><ul><li>Barnaland.is community for parents </li></ul>Modernus, 3rd week 2008
  14. 14. <ul><li>This does not mean that 292.558 use the news portal! </li></ul>Modernus, 3rd week 2008
  15. 15. <ul><li>This does not mean that 292.558 use the news portal! </li></ul><ul><li>83% use the news portal </li></ul><ul><li>42,3% use blog.is </li></ul><ul><li>22,1% use Barnaland </li></ul>Modernus, 3rd week 2008
  16. 16. <ul><li>This does not mean that 292.558 use the news portal! </li></ul><ul><li>83% use the news portal </li></ul><ul><li>42,3% use blog.is </li></ul><ul><li>22,1% use Barnaland </li></ul><ul><li>It’s a summary of them all </li></ul>Modernus, 3rd week 2008
  17. 17. <ul><li>Gallup’s media ratings </li></ul><ul><li>Strong relation between Modernus measurements and Gallup’s media ratings </li></ul><ul><li>Two web pages included, mbl.is and visir.is </li></ul><ul><li>Frontpages are the entry point of web pages </li></ul>
  18. 19. <ul><li>Web analytics and advertising </li></ul><ul><li>Noticable fluctuations in weekly unique users </li></ul><ul><li>Averages over a longer period of time rather than one week at a time! </li></ul><ul><li>Let’s take discussions of statistics and analytics to a more professional level </li></ul>
  19. 20. <ul><li>Reliable Web analytics everyone understands! </li></ul><ul><li>No technical knowledge required </li></ul><ul><li>Confidence in using </li></ul><ul><li>This conference and the media kit </li></ul>
  20. 21. <ul><li>Activity matters! </li></ul><ul><li>Visits per visitor </li></ul><ul><li>Pages viewed per session </li></ul><ul><li>Time measurements </li></ul>
  21. 22. <ul><li>Metrics that matter in advertising </li></ul><ul><li>How many clicked the banner? </li></ul><ul><li>What happens after a user clicks your banner? </li></ul><ul><li>Set your goals with the right KPIs </li></ul><ul><li>Use web analytics tools to measure performance </li></ul>
  22. 23. <ul><li>Measure performance </li></ul><ul><li>If you have goals you can measure performance </li></ul><ul><li>If you measure performance you can improve your campaign (in realtime) </li></ul><ul><li>Do A/B testing with different advertisements on different web sites </li></ul><ul><li>Don’t just look at the results. Use them to improve ! </li></ul>
  23. 24. <ul><li>Summary </li></ul><ul><li>The web is constantly expanding – 21% each year </li></ul><ul><li>Web Analytics will extend your knowledge </li></ul><ul><li>mbl.is media kit – web for advertisers </li></ul><ul><li>Not just a question of unique users </li></ul><ul><li>Relation between Modernus measurements and Gallup’s media ratings </li></ul><ul><li>Metrics that matter in advertising </li></ul>
  24. 25. <ul><li>Thank you </li></ul><ul><li>Presentation available at www.rimc.is </li></ul><ul><li>mbl.is media kit http://media.mbl.is </li></ul><ul><li>Questions? </li></ul><ul><li>Ólafur Nielsen oli@mbl.is </li></ul>

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