Demystifying Metrics and Analytics

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Demystifying Metrics and Analytics

  1. 1. Demystifying Analytics CUNY School of Journalism Hong Qu @hqu September 30, 2012Wednesday, October 3, 12
  2. 2. About Me • Masters degree from UC Berkeley School of Information • Designer at YouTube/Google • First class of CUNY entrepreneurial journalism students in 2012 • Graduate of Stuyvesant H.S. in NYCWednesday, October 3, 12
  3. 3. CONTENT OVERVIEW OF KEY CONCEPTS • KEY METRICS (KPI) • USER SEGMENTATION • OPTIMIZATION TECHNIQUES SETUP TRACKING AND REPORTS • WHAT TO TRACK? • HOW TO READ THE REPORTS • SOCIAL MEDIA ANALYTICS DEVISE AN ACTION PLAN • INSTALL ANALYTICS SOFTWARE • AUTOMATE REPORTS SCHEDULE • DATA DRIVEN CONTENT STRATEGY, PROMOTION, DISTRIBUTION, MONETIZATIONWednesday, October 3, 12
  4. 4. KEY CONCEPTS METRICS USERS SOCIAL MEDIA • Unique visitors (Reach) • Visitors • Social Media Fans • Pageviews • Return visitors • Facebook Likes • Site • Contributors • Twitter Followers • Category • Registered user • Social Activities • Author • Content generators • Email shares • Page • Subscribers • Embeds • Cost per Thousand (CPM) • Email list subscribers • Facebook shares • Click through Rate (CTR) • RSS feed subscribers • Retweets • Revenue • Super users • Bounce rate • Customer Acquisition Cost • Traffic sources • Lifetime Value • Daily/Weekly/MonthlyWednesday, October 3, 12
  5. 5. GOOGLE AD PLANNER PUBLICLY AVAILABLE STATS FOR ANY SITE REACH (UNIQUE VISITORS AUDIENCE DEMOGRAPHICS AND PSYCHOGRAPHICS USED BY AD AGENCY TO BUY ADS HTTP://WWW.GOOGLE.COM/ADPLANNERWednesday, October 3, 12
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  8. 8. METRICS FOR PIRATES: AARRR! ACQUISITION ACTIVITATION RETENTION REFERRAL REVENUE HTTP://WWW.YOUTUBE.COM/WATCH?V=IRJGFW0BIRWWednesday, October 3, 12
  9. 9. HTTP://500HATS.TYPEPAD.COM/500BLOGS/2007/09/STARTUP-METRICS.HTMLWednesday, October 3, 12
  10. 10. HTTP://WWW.SLIDESHARE.NET/DMC500HATS/STARTUP-METRICS-FOR-PIRATES-LONG-VERSIONWednesday, October 3, 12
  11. 11. USAGE LIFECYCLE The crazy thing is that you probably already have the information you need, but just aren’t surfacing it in your interface design. The important thing to remember is that people don’t become passionate overnight or without cause. HTTP://BOKARDO.COM/ARCHIVES/DESIGNING-FOR-THE-SOCIAL-WEB-THE-USAGE-LIFECYCLE/Wednesday, October 3, 12
  12. 12. GOOGLE ANALYTICS INSTALL GOOGLE ANALYTICS PULLING REPORTS HOW TO MAKE DECISIONS BASED ON REPORTS? KEY METRICS TO MONITOR SCHEDULE AUTOMATIC EMAIL REPORTS REAL TIME ANALYTICS HTTPS://MASHABLE.COM/2011/05/24/HOW-TO-USE-GOOGLE-ANALYTICS/Wednesday, October 3, 12
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  17. 17. BIT.LY BIT.LY SHORTENS URLS HTTP://WWW.NYTIMES.COM/2012/05/16/BUSINESS/MEDIA/GM-TO-QUIT-FACEBOOK-AD-CAMPAIGN-WORTH-10- MILLION-A-YEAR.HTML?_R=1&HP HTTP://BIT.LY/IW4VLW HOW TO CREATE A CUSTOM URL HTTP://BIT.LY/MYPRESENTATION HTTP://WWW.SLIDESHARE.NET/PAPR8TZI/BITLY-TUTORIALWednesday, October 3, 12
  18. 18. FACEBOOK INSIGHTS FANS How is Virality defined for each of my Page posts? Virality is the number of people who have created a story from your post as a percentage of the number of people who have seen it. FRIENDS OF FANS LIKES REACH VIRALITY POST ACTIVITY HTTP://WWW.MARKETINGSAVANT.COM/2011/12/A-TUTORIAL-ON-THE-NEW-FACEBOOK-INSIGHTS/Wednesday, October 3, 12
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  20. 20. RECOMENDATIONS 1. OPTIMIZE CONTENT STRATEGY (BEAT) MONETIZE BY RESHAPING CONTENT STRATEGY AND 2. OPTIMIZE TAXONOMY AND SITE SITE DESIGN NAVIGATION (DESIGN) 3. OPTIMIZE STORYTELLING (WRITING, ACCELERATE USER BASE PHOTOGRAPHY, VIDEO) GROWTH BY OPTIMIZING DISTRIBUTION 4. OPTIMIZE PACKAGING (HEADLINE, THUMBNAIL) BOOST PAGEVIEWS BY 5. OPTIMIZE DISTRIBUTION (SHARES, RECYCLING THE ARCHIVE TRAFFIC SOURCES) STORIESWednesday, October 3, 12
  21. 21. ACTION PLAN GOOGLE ANALYTICS • EMAIL REPORTS • DASHBOARDS • GOOGLE ANALYTICS REAL TIME FACEBOOK INSIGHTS BIT.LY CUSTOM URLS CUSTOMER SEGMENTATION AND LIFECYCLE GOOGLE AD PLANNERWednesday, October 3, 12
  22. 22. Questions and Discussion Hong Qu @hquWednesday, October 3, 12

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