© Rich Gordon 2013What Gets Measured Gets Done:Web and Social Analytics for PublishersLocal Media Association – May 15, 20...
© Rich Gordon 2013The problem for publishers• The Web: “the most measurable medium ever”• We are awash in measurement data...
© Rich Gordon 2013Key Performance Indicatorsfor publishers• Based on three years of classes in which Ihad Medill students ...
© Rich Gordon 2013Propositions for today• Every publisher should have a set of KPI’sthat are tracked consistently and regu...
© Rich Gordon 2013Data point: Nielsen Net/Ratings counts4,600 news & information websites• Top 7% ofsites (300) …… get 80...
© Rich Gordon 2013Why are category leadersso dominant?• Network effects from links, search, socialmedia: “the rich get ric...
© Rich Gordon 2013Basic metrics• Which of these metrics is best formeasuring audience over time?– Size/scale– Loyalty/freq...
© Rich Gordon 2013User clickson link,requests pageContentserverdelivers pageAd requestsgo toad serverTo understand online ...
© Rich Gordon 2013Your browser assembles files,presents them to the user as a pageEach server that delivers a file(HTML pa...
© Rich Gordon 2013Audience vocabulary,for starters• Unique Visitors (Unique Audience): The total number ofunique persons v...
© Rich Gordon 2013Unique visitors vs. visits• Remember that what’s really being counted hereis cookies• A visit happens an...
© Rich Gordon 2013Among basic metrics,consider …• Size/scale: VISITS• Loyalty/frequency: % NEWVISITS• Audience engagement:...
© Rich Gordon 2013Problems with other metrics• Unique visitors: Each browser has its owncookies!– Users with four browsers...
© Rich Gordon 2013The problem with ‘unique visitors’:a newspaper exampleUnique visitornumbers lookimpressive …Source: “Th...
© Rich Gordon 2013… but most usersdon’t visit very oftenNumber of visits per month1 2 3-6 7-9 10+Source: Nielsen Company a...
© Rich Gordon 2013Newspaper example:core users drive vast majority of trafficSource: “The Story So Far: What We Know About...
© Rich Gordon 2013The real sizeof the core, loyal audienceSource: “The Story So Far: What We Know About theBusiness of Dig...
© Rich Gordon 2013http://www.kaushik.net/avinash/2008/01/standard-metrics-revisited-time-on-page-and-time-on-site.htmlThe ...
© Rich Gordon 2013Visit duration with browser tabs:How it’s calculatedhttp://www.kaushik.net/avinash/2008/01/standard-metr...
© Rich Gordon 2013Where does site traffic come from?Search, links, social media
© Rich Gordon 2013Where does site traffic come from?• Search: fromGoogle, etc.• Referral: links onother sites• Direct: typ...
© Rich Gordon 2013“Branded visits”:Direct + search for <sitename>• A significant shareof search-drivenvisits are reallydir...
© Rich Gordon 2013Referring visitsfrom social media• Percentage ofreferral visits (andall visits) driven by:– Facebook– Tw...
© Rich Gordon 2013Which referrals are most valuable:Pages/visit by sourceTraffic Sources | Sources | All TrafficComparepag...
© Rich Gordon 2013Engagement:Visits starting on home page• Visitors arriving on the home pageshould view more pages and no...
© Rich Gordon 2013Engagement:Mobile vs. computer• Pages/visit for mobile will likely be lower• Mobile-friendly (“responsiv...
© Rich Gordon 2013Social media:Facebook Insights• Total reach: People who have seen anycontent associated with your page• ...
© Rich Gordon 2013Social media:Facebook Insights• Engaged users: People who have clicked onyour post• Virality: People tal...
© Rich Gordon 2013Social media:Facebook Insights• Likes• Growth in likes• Likes per 1,000visits• Over 28 days:– Engaged us...
© Rich Gordon 2013Social media:Twitter• Followers• Growth in followers• Followers per 1,000visits• Retweets / month
© Rich Gordon 2013Social media:TwitterFollower : following ratio•High: Many people arelistening to you– Using Twitter most...
© Rich Gordon 2013Social media:“Influence” scores• Klout• TweetLevel• PeerIndex• Many othersEach seeks tomeasure your“infl...
© Rich Gordon 2013Thank you!richgor@northwestern.edu@richgor
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Measuring digital success with web and social analytics (Local Media Assn., May 2013)

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An overview of Key Performance Indicators for publishers.

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  • This is based on 2010 Pew/Nielsen study plus a review of 20 news/information sites in the Chicago market
  • Measuring digital success with web and social analytics (Local Media Assn., May 2013)

    1. 1. © Rich Gordon 2013What Gets Measured Gets Done:Web and Social Analytics for PublishersLocal Media Association – May 15, 2013Rich Gordon@richgor
    2. 2. © Rich Gordon 2013The problem for publishers• The Web: “the most measurable medium ever”• We are awash in measurement data• What should we keep track of?• Publishers have unique measurement needsUse of phrase “Key Performance Indicators” in books 1990-2008Source: books.google.com ‘ngram viewer’
    3. 3. © Rich Gordon 2013Key Performance Indicatorsfor publishers• Based on three years of classes in which Ihad Medill students examine “networkedaudience development practices” – andmetrics – for locally focused websites:– Links & content referrals– SEO– Social media• Based mostly on Google Analytics• A work in progress – I welcome yourfeedback
    4. 4. © Rich Gordon 2013Propositions for today• Every publisher should have a set of KPI’sthat are tracked consistently and regularly• These KPI’s should be shared throughout theorganization• Performance on KPI’s should be factored intopersonnel decisions• KPI’s should align to business goals – theywill be different for every publisher
    5. 5. © Rich Gordon 2013Data point: Nielsen Net/Ratings counts4,600 news & information websites• Top 7% ofsites (300) …… get 80%of trafficSource: http://stateofthemedia.org/2010/online-summary-essay/nielsen-analysis/
    6. 6. © Rich Gordon 2013Why are category leadersso dominant?• Network effects from links, search, socialmedia: “the rich get richer”• Networks tend to produce “power lawdistributions” of attention• The “80/20” rule: A small fraction of thetotal number of nodes in the networkgets a disproportionate share of theattention
    7. 7. © Rich Gordon 2013Basic metrics• Which of these metrics is best formeasuring audience over time?– Size/scale– Loyalty/frequency– Audience engagement
    8. 8. © Rich Gordon 2013User clickson link,requests pageContentserverdelivers pageAd requestsgo toad serverTo understand online metrics and audiences,consider how the technology works
    9. 9. © Rich Gordon 2013Your browser assembles files,presents them to the user as a pageEach server that delivers a file(HTML page, image, ad banner,Google Analytics code)can also deliver a “cookie”
    10. 10. © Rich Gordon 2013Audience vocabulary,for starters• Unique Visitors (Unique Audience): The total number ofunique persons visiting a Web site at least once in atime period (usually one month). Persons visiting thesame site more than one time in the reporting period arecounted only once.• Visit (Session): A continuous series of URL/pagerequests. A gap of 30 minutes between URL requestsends a session/visit.• Page views: The total number of times a Web page isrequested by a user. Counted only when page fully loadsin browser window.• Bounce Rate: Portion of visits that are exactly one pageview.computers visiting
    11. 11. © Rich Gordon 2013Unique visitors vs. visits• Remember that what’s really being counted hereis cookies• A visit happens any time the server delivers anew cookie or reads an existing cookie on theuser’s computer.• Unique visitors are counted each time a cookieto a new user/computer (or a user/computer theserver believes is new)• A new visitor is a computer/browser that has notbeen seen before in the given time period(typically a month)
    12. 12. © Rich Gordon 2013Among basic metrics,consider …• Size/scale: VISITS• Loyalty/frequency: % NEWVISITS• Audience engagement:PAGES/VISIT
    13. 13. © Rich Gordon 2013Problems with other metrics• Unique visitors: Each browser has its owncookies!– Users with four browsers on one computer – or awork PC, home PC, tablet and smartphone – arecounted as four separate visitors.• Pageviews: Easily manipulated – can rewardsite practices that users hate• Bounce rate: More appropriate for directmarketing campaigns ... but strive forimprovement over time
    14. 14. © Rich Gordon 2013The problem with ‘unique visitors’:a newspaper exampleUnique visitornumbers lookimpressive …Source: “The Story So Far: What We Know About theBusiness of Digital Journalism” (Columbia U. / Tow Center 2011)
    15. 15. © Rich Gordon 2013… but most usersdon’t visit very oftenNumber of visits per month1 2 3-6 7-9 10+Source: Nielsen Company and PEJ Research
    16. 16. © Rich Gordon 2013Newspaper example:core users drive vast majority of trafficSource: “The Story So Far: What We Know About the Business of Digital Journalism” (Columbia U. / Tow Center 2011)(>2 visits/week)(1-2 visits/week)(2-3 visits/mo.)(1 visit/mo. orless)25% of the visitorsgenerate 80%of the page viewsPage viewsper mo.14331103
    17. 17. © Rich Gordon 2013The real sizeof the core, loyal audienceSource: “The Story So Far: What We Know About theBusiness of Digital Journalism” (Columbia U. / Tow Center 2011)
    18. 18. © Rich Gordon 2013http://www.kaushik.net/avinash/2008/01/standard-metrics-revisited-time-on-page-and-time-on-site.htmlThe problem with visit duration:How it’s calculated
    19. 19. © Rich Gordon 2013Visit duration with browser tabs:How it’s calculatedhttp://www.kaushik.net/avinash/2008/01/standard-metrics-revisited-time-on-page-and-time-on-site.html
    20. 20. © Rich Gordon 2013Where does site traffic come from?Search, links, social media
    21. 21. © Rich Gordon 2013Where does site traffic come from?• Search: fromGoogle, etc.• Referral: links onother sites• Direct: type URLor bookmark• Campaigns: youdefine in GA;often an e-newsletterTraffic Sources | Overview
    22. 22. © Rich Gordon 2013“Branded visits”:Direct + search for <sitename>• A significant shareof search-drivenvisits are reallydirect visits “indisguise”• Add these toDirect, deductfrom SearchTraffic Sources | Sources | SearchOverview | Keyword
    23. 23. © Rich Gordon 2013Referring visitsfrom social media• Percentage ofreferral visits (andall visits) driven by:– Facebook– Twitter– Other socialsourcesTraffic Sources | Sources | ReferralsSocial | Overview
    24. 24. © Rich Gordon 2013Which referrals are most valuable:Pages/visit by sourceTraffic Sources | Sources | All TrafficComparepages/visit from:•Direct•Search•Social media•Other keyreferring sites
    25. 25. © Rich Gordon 2013Engagement:Visits starting on home page• Visitors arriving on the home pageshould view more pages and not“bounce”Content | Site Content | Landing Pages
    26. 26. © Rich Gordon 2013Engagement:Mobile vs. computer• Pages/visit for mobile will likely be lower• Mobile-friendly (“responsive”) design shouldreduce this difference• Can drill down to specific devices (phone vstablet)Audience | Mobile | Overview
    27. 27. © Rich Gordon 2013Social media:Facebook Insights• Total reach: People who have seen anycontent associated with your page• People talking about this: People who havecreated a “story” (like, comment, share,answer question, respond to event)
    28. 28. © Rich Gordon 2013Social media:Facebook Insights• Engaged users: People who have clicked onyour post• Virality: People talking about this divided bytotal daily reach
    29. 29. © Rich Gordon 2013Social media:Facebook Insights• Likes• Growth in likes• Likes per 1,000visits• Over 28 days:– Engaged users– People talkingabout this– Virality
    30. 30. © Rich Gordon 2013Social media:Twitter• Followers• Growth in followers• Followers per 1,000visits• Retweets / month
    31. 31. © Rich Gordon 2013Social media:TwitterFollower : following ratio•High: Many people arelistening to you– Using Twitter mostlyfor distribution•Low: You’re listening tomany people– Using Twitter tomonitor yourcommunity
    32. 32. © Rich Gordon 2013Social media:“Influence” scores• Klout• TweetLevel• PeerIndex• Many othersEach seeks tomeasure your“influence” onsocial mediachannels
    33. 33. © Rich Gordon 2013Thank you!richgor@northwestern.edu@richgor
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