Marnette Falley Analytics Presentation at 2011 ASBPE Conference


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Marnette Falley discusses what metrics DVM360 concentrates on during the Analytics Presentation at 2011 ASBPE National Conference.

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  • Shortly after we built the portal, moved to a pool structureFirst, don’t forget the web. Second: platform agnostic. Now it’s hard to tease apart. Path of content through live, print, onlineBlending across brandsDramatic change, lots of learning, always try to be doing something new
  • >Launched July 2008Blended 6-10 sites into a portal; dvmnews, vetmed, vetec, firstlineServes 60k practicing veterinarians and 40k team members in practice190k visits a month; 160k unique visitors700k – 900k page views a month4.5 page views per visit; 1.2 visits per visitorWe sell based on ad impressions
  • 1,600 fans on facebook85,000 page views so far this year from facebook2500 twitter followers; we follow 9176,000 about so far this year
  • Between one and two hours a week. But I get reports delivered every day. And I don’t track what the editors do.
  • Top 10 schools article is always popularWe built a photo package with one page per schoolWhen the data was re-released and we updated the article, we used the same site page to keep the url the same, to maintain search
  • 127k page views so far in 201197k page views in 2010
  • We bumped our average wed from 30,000 pageviews to 40,000 pageviews and we can see 50,000. Our best ever was 80. Is this guy lying to you? Look at tammy’s excel fileSeach out spikes. Your readers are telling you what they’ll open.
  • Links to e-news with veterinarian killed pregnant mistress.
  • Links to banfield lead article: Massive study reveals state of pet health
  • Jessica’s series of meetingsOnce or twice a year
  • We mix sponsored items in to featured items with popular things we think we can convince you to look at.
  • Feedback to the site-customer may tell you thereFeedback in the booth: I spend too much time
  • Marnette Falley Analytics Presentation at 2011 ASBPE Conference

    1. 1. Getting answers from<br />Web analytics<br />
    2. 2. dvm360<br />
    3. 3.
    4. 4. The dvm360 team measures…<br />page views <br />page views per visit <br />visitors <br />visits <br />most popular content<br />
    5. 5. Tools we use<br />Omniture<br />Google alerts<br />Google analytics<br />E-newsletter tracking<br />Link tracking with<br />Hootsuite<br />Surveys<br />
    6. 6. Questions we ask<br />How much of my traffic comes from search?<br />How much of my traffic comes from e-newsletters?<br />How much of my traffic comes from social media sites?<br />
    7. 7. Why do we dig in the data?<br />We’re trying to control costs<br />We’re trying to satisfy particular ad campaigns<br />We’ve got fewer resources<br />So where do we spend our time<br />Where do we spend our money<br />
    8. 8. 1. Tune the strong stuff<br />Find your most popular articles over time<br />Can you package differently?<br />Photo package<br />Related links<br />
    9. 9. The example<br />
    10. 10. 2. Tune your e-newsletter<br />Look at each item you include<br />Great topics<br />Multi-page items<br />All with strong related links<br />We did a/b testing on subject lines<br />Numbers win: 4 ways to …<br />Hot/topical stories: Somalian pirates kill veterinarian<br />Keep it short<br />
    11. 11. The example<br />22.3% dvm360: Driver who struck and killed veterinarian arrested<br />21.2% dvm360: 8 people foods that are toxic to pets<br />22.3% dvm360: Veterinarian killed by Somalianpirates<br />25.4% dvm360: Veterinarian accused of killing pregnant technician mistress<br />37.2%  dvm360: Massive study reveals state of pet health<br />
    12. 12.
    13. 13.
    14. 14. 3. Tune landing pages<br />Look at what does well and move it onto pages where they’ll get seen more<br />
    15. 15. 4. Dull-but-important gets popular<br />Good luck! But…<br />Give it a number headline<br />Sell it hard – good title<br />Add strong graphics<br />Add it to the popular list (even if it’s not yet)<br />Run it through your marketing path<br />Make it prominent<br />
    16. 16. The example<br />
    17. 17. What do we change<br />E-news content choices<br />Headline writing<br />SEO strategy<br />Print promotion of web pieces<br />Article structure<br />Place prominently on the site<br />Develop content to fit the traffic need<br />
    18. 18. The example<br />