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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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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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