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A Data State of the Union: Can We Make Quality Pay Online?

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Tony Haile's Presentation at ONA 2014

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A Data State of the Union: Can We Make Quality Pay Online?

  1. 1. ‘' Chartbeat A DATA STATE OF THE UNION Can We Make Quality Pay Online? Thny I-Idle oarcumny CEO, Orartbeat tonyflchnnbeatcom
  2. 2. MOST READS PER CLICK LEAST READS PER CLICK Obama Top Obamacare Best D. C. Colleges Zimmerman Companies Snowden Cities Trayvon Cars War Biggest Egypt Fictional Syria Richest GOP Public Walmart Tony Hallo @arctIctony
  3. 3. FRACTION OF VISITORS WHO VISITED A LANDING PAGE 0.30 0.15 0.10 0.05 0.00 Landing Page Visitors by Device DESKTOP 0.044 MOBILE TABLET Tony Hailo villarctictony
  4. 4. FRACTION OF EXTERNAL TRAFFIC COMING FROM THIS SOURCE 0.5 0.4 0,3 0.2 0.1 0.0 FACEBOOK '7 Iinlniixantt Social Traffic by Device 0.0» TWITTER MOFILL 0.325 FACEBOOK 0.035 TWITTER TABLET 0.137 0.004 mceaoox rwrnsa Tony Haile Itjvarctictony
  5. 5. FRACTION OF DEVICFS TRAFFIC AT THIS MOIJR v Iimniixsmt How Device Usage Varies from Day to Day Mobnie 316 Desktop DH Tablet CV12 .3 5;] U 313 CH3 0 32 270 TIME OF DAV 360 Tony Halle -Ijliarctictony
  6. 6. AVERAGE PAGES READ AFTER ENTRANCE 2.5 2.0 1.5 1.0 0.5 0.0 Sites’ Recirculation by Device f~'OL-‘ILL ‘7 Iiraluiixsiait TAB LET Tony Halle -Ijliarctictony
  7. 7. PROBABILITY OF RETURNING ON A SUBSEOUENT DAY 0.20 0.15 0.10 0.05 0,00 ‘7 Iiraluiixsiait Engagement and Propensity to Return 180 ENGAGED TIME ON FIRST VISIT (SECONDS) 270 360 450 540 Tony Halle -Ijliarctictony
  8. 8. ‘7 Iiraluiixsiait Do We Read the Articles We Share‘? NUMEFR OF ARTICLES LOW HIGH LOW SOCIAL ACTIVITY HIGH SOCIAL ACTIVITY LOW READ TIME HIGH READ TIME Tony Halle -Ijliarctictony
  9. 9. v Iinl-iixamt How Long are Viewable Impressions Actually Seen? NUMBER OF VIEWABLE IMPRESSIONS ‘A I M I: +1 fa 1-5 6-10 11-15 1620 2125 2630 30* ACTIVE EXPOSURE (SECONDS) Tony Halle -Ijliarctictony
  10. 10. PARTICIPANTS WITH CORRECT BRAND RECALL YAHOO! SD EU 2U 1U’ RESEARCH U v }’nr: I-i‘: :1=i: Ir Reported Recognition & Recall EXPERIMENT 2 20 30 40 EXPOSURE TIME Tony Haile itiliarctictony
  11. 11. CTR RELATWE TO ALL ADS 100 :1 O—2 V }’I. ‘=IIiéI=1=11 Go gle CTR Relative to all Ads 225% 189% 138% 92%’ E 39% 16% 3—4 4-5 5— 10 vnewmsua TIME xseconos) 1-2 2—3 10—2O 20‘ Tony Haile iéliarctictony
  12. 12. Thank you, Chicagov - Tony Halle Oarcticmony dnarlheatnom CEO, Chartbeat tonyochanbeatcom

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