WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23

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This presentation was given at the WAN-IFRA Digital Media Asia 2011 conference held in Hong Kong on 23 Nov 2011. It covers how content publishers can take a data-driven approach towards owning great content. We introduce tools such as Google Analytics, Google Website Optimizer, Google Insights for Search, and Doubleclick Ad Planner, and show how they can be used to identify the right approaches for capturing loyal readers and visitors.

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WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach - 2011-11-23

  1. 1. Owning GreatContent: A Data-Driven ApproachVinoaj VijeyakumaarSenior Conversion Specialist, Google Southeast Asia gplus.to/vinoaj twitter.com/vinoaj conversionroom-japac.blogspot.com
  2. 2. Google s Mission: It s all about InformationTo organize the world s informationand make it universally accessible and useful. Google Confidential and Proprietary 2
  3. 3. Today Google AnalyticsCreate Great Google Insights for SearchContent DoubleClick Ad PlannerAttract Visitors Google AnalyticsImprove User Google AnalyticsExperience Google Website Optimizer Google Confidential and Proprietary 3
  4. 4. Create Great Content Google Confidential and Proprietary Google Confidential and Proprietary 4
  5. 5. What is interesting to the world right now? http://www.google.com/insights/search/ Google Confidential and Proprietary 5
  6. 6. Google Confidential and Proprietary 6
  7. 7. Google Confidential and Proprietary 7
  8. 8. Google Confidential and Proprietary 8
  9. 9. Google Confidential and Proprietary 9
  10. 10. Google Confidential and Proprietary 10
  11. 11. Google Confidential and Proprietary 11
  12. 12. Google Confidential and Proprietary 12
  13. 13. Google Confidential and Proprietary 13
  14. 14. Google Confidential and Proprietary 14
  15. 15. Time series trends Google Confidential and Proprietary 15
  16. 16. Google Confidential and Proprietary 16
  17. 17. Google Confidential and Proprietary 17
  18. 18. http://www.google.com/adplanner Google Confidential and Proprietary 18
  19. 19. Google Confidential and Proprietary 19
  20. 20. Google Confidential and Proprietary 20
  21. 21. Google Confidential and Proprietary 21
  22. 22. Google Confidential and Proprietary 22
  23. 23. Google Confidential and Proprietary 23
  24. 24. Google Confidential and Proprietary 24
  25. 25. Insights for www.cookingandme.com Google Confidential and Proprietary 25
  26. 26. Insights for Search Google Confidential and Proprietary 26
  27. 27. DoubleClick Ad Planner Google Confidential and Proprietary 27
  28. 28. Google AnalyticsTo organize your website visits information andmake it universally accessible and useful withinyour entire organisation Google Confidential and Proprietary 28
  29. 29. google.com/analytics Google Confidential and Proprietary 29
  30. 30. Track Behaviour BehaviourEntry Exit Engagement Google Confidential and Proprietary 30
  31. 31. Where are my visitors from? Google Confidential and Proprietary 31
  32. 32. What are people searching for? Google Confidential and Proprietary 32
  33. 33. Google Confidential and Proprietary 33
  34. 34. What are they searching for? Google Confidential and Proprietary 34
  35. 35. Where do they start searching? Google Confidential and Proprietary 35
  36. 36. What do they search for when on that page Google Confidential and Proprietary 36
  37. 37. If you don’t have it, provide it Google Confidential and Proprietary 37
  38. 38. Understand your audience better throughsegmentation Google Confidential and Proprietary 38
  39. 39. This blue line assumes everyone is the sameDon’t make decisions purely on this blue line Google Confidential and Proprietary 39
  40. 40. Google Confidential and Proprietary 40
  41. 41. Google Confidential and Proprietary 41
  42. 42. Google Confidential and Proprietary 42
  43. 43. Google Confidential and Proprietary 43
  44. 44. Recap Google Analytics DoubleClick Ad Planner Google Insights for Search Know what your Know what your community is audience is interested in searching for Create Great Content Know your audience Google Analytics Google Confidential and Proprietary 44
  45. 45. Attract Visitors Google Confidential and Proprietary Google Confidential and Proprietary 45
  46. 46. It’s not just aboutattracting visitors, it’s alsoabout attracting the righttype of visitors Google Confidential and Proprietary 46
  47. 47. Goals Bring Context to Numbers Google Confidential and Proprietary 47
  48. 48. Goals Bring Context to NumbersGoogle Store’s Top 10 markets by volume of visitors INSIGHTWe’re doingawesome in Brazil!Right? Google Confidential and Proprietary 48
  49. 49. Goals Bring Context to Numbers INSIGHTWow, Brazil doesn’teven factor into our Top10 markets byconversion rate. Notgood! Google Confidential and Proprietary 49
  50. 50. Measuring Goals along the Interaction Funnel Spent > 3 mins on Watched our Created Bought my site product video membership subscription account Visited > 2 pages Visited Product on my site Features page Subscribed to newsletter Visited About Us page Clicked on Join Facebook buttonGOALSSTAGE Awareness Consideration Preference Action $ Google Confidential and Proprietary 50
  51. 51. 4 Goal Types in Google Analytics Goal Type Goal Triggered By … … visitor lands on your URL Destination subscribe page … visitor spends more than 5 Time on Site minutes on your site … visitor browses through 3 Pages/Visit or more pages on your site … visitor interacts with your Event social sharing widgets Google Confidential and Proprietary 51
  52. 52. 360 Degree Tracking Google Confidential and Proprietary 52
  53. 53. URL Campaign Variables http://www.yoursite.com/landingpage.html? utm_source=yahoo&utm_medium=cpc&utm_campaign=Jan +2011+Campaign&utm_term=my+keyword http://www.yoursite.com/landingpage.html? utm_source=twitter&utm_medium=tweet&utm_campaign=J an+03+One+Day+Sale http://www.yoursite.com/landingpage.html? utm_source=email&utm_medium=link&utm_campaign=Jan +2011+Newsletter Google Confidential and Proprietary 53
  54. 54. Google Confidential and Proprietary 54
  55. 55. Email Signatures http://conversionroom- japac.blogspot.com/? utm_source=email&ut m_medium=signature& utm_campaign=Signat ure Google Confidential and Proprietary 55
  56. 56. Google Confidential and Proprietary 56
  57. 57. conversionroom-japac.blogspot.com/2011/10/gomeasure-singapore-and-kuala-lumpur.html?utm_source=googleplus&utm_medium=post&utm_campaign=Gplus+-+GoMeasure Google Confidential and Proprietary 57
  58. 58. conversionroom-japac.blogspot.com/2011/10/gomeasure-singapore-and-kuala-lumpur.html?utm_source=twitter&utm_medium=tweet&utm_campaign=Twitter+-+GoMeasure+Videos Google Confidential and Proprietary 58
  59. 59. vs. Google Confidential and Proprietary 59
  60. 60. Understand your social media reach Google Confidential and Proprietary 60
  61. 61. Segments: Compare your traffic channels Google Confidential and Proprietary 61
  62. 62. Recap Tag all inbound Attract Set Goals links Visitors Google Analytics Google Analytics Google Confidential and Proprietary 62
  63. 63. Improve the user experience Google Confidential and Proprietary Google Confidential and Proprietary 63
  64. 64. Engagement is decliningSource: Google Analytics Benchmarking Data Google Confidential and Proprietary 64
  65. 65. Google Confidential and Proprietary 65
  66. 66. Bounce rates are steadily increasing Google Confidential and Proprietary 66
  67. 67. Identify landing pages with high bounce rates Google Confidential and Proprietary 67
  68. 68. Google Confidential and Proprietary 68
  69. 69. Test landing pages Google Confidential and Proprietary
  70. 70. Google Confidential and Proprietary 70
  71. 71. MediaButton Google Confidential and Proprietary 71
  72. 72. 24 combinations tested….Media: Button:1. Get Involved Image 1. Sign Up2. Family Image 2. Learn More3. Change Image 3. Join Us Now4. Barack’s Video 4. Sign Up Now5. Springfield Video6. Sam’s Video Google Confidential and Proprietary 72
  73. 73. Experiment results Google Confidential and Proprietary 73
  74. 74. Google Confidential and Proprietary 74
  75. 75. $500mraised online Google Confidential and Proprietary 75
  76. 76. Where are people leaving my site? Google Confidential and Proprietary 76
  77. 77. Monetize exit pages “.. these ads provide a means of monetizing traffic that would already be leaving. My users are still happy and getting relevant content.” “… AdSense allowed [me] to see a huge jump in revenue Kevin Savetz, Owner, Savetz after targeting exit pages.” Publishing and FreePrintable Google Confidential and Proprietary 77
  78. 78. How do visitors interact with my site? Google Confidential and Proprietary 78
  79. 79. Google Confidential and Proprietary 79
  80. 80. Google Confidential and Proprietary 80
  81. 81. Google Confidential and Proprietary 81
  82. 82. Google Confidential and Proprietary 82
  83. 83. Google Confidential and Proprietary 83
  84. 84. Google Confidential and Proprietary 84
  85. 85. Recap Google Website Optimizer Google Analytics Google Analytics Fix problematic Improve high flows through bounce pages your site with testing Attract Visitors Fix or monetize exit pages Google Analytics Google AdSense Google Confidential and Proprietary 85
  86. 86. Let’s recap … Google Confidential and Proprietary Google Confidential and Proprietary 86
  87. 87. You can use data to own great content Google AnalyticsCreate Great Google Insights for SearchContent DoubleClick Ad PlannerAttract Visitors Google AnalyticsImprove User Google AnalyticsExperience Google Website Optimizer Google Confidential and Proprietary 87
  88. 88. How can WE help Publishers?http://goo.gl/5BjQS Google Confidential and Proprietary
  89. 89. Subscribe for the Latest News Subscribe to receive latest articles in your inboxconversionroom-japac.blogspot.com Google Confidential and Proprietary 89
  90. 90. THANK YOUgplus.to/vinoajtwitter.com/vinoajconversionroom-japac.blogspot.com

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