lahabana.com after 1 year

2. 2017 review
A brief history of time
2015
– July Magazine / Website Rebranding
– Site migration (no loss on organic traffic, level up on
Google positions)
– Pope Francis in Cuba
– Application to CPI as Foreign Press Office

3. 2017 review
A brief history of time
2016
- Events listing product launched
- Obama, Rolling Stones, Cuba bubble - trafficgasm!
- Social: Capitalizing on external video
- “Movember” integration to CTN marketing team

4. mid 2017 review
A brief history of time
2017
- January Dev resources moved to IT, all development paused.
- CTN banners takes over adsense inventory
- Feb and March Best magazine issues to date.
- March Site enters traffic plateau
- May no more “food stamps”
- Comarketing contracts. Share to lahabana.com = 37.5%
- June magazine reduced article count and focused on travel related
content + full page CTN campaign ads.
- New contract for CA content team.

5. mid 2017 review
A brief history of time
2017
– July Magazine segmented, now including What’s on Havana
events listing.
– Update glitch takes out the WP editor for 21 days. No content
added, traffic holds in place. Autopsy shows malware. No code
was harmed.
– Havana Club cancels content syndication contract
– August Perestroika! Designer moves to CA team, What’s on
Havana only edition.

6. mid 2017 review
The money trail
2015
9.7k
food stamps
12.15k
content
syndication
21.85k
22.65k
food stamps
20.4k
content syndication
43.05k
2016
9.2k
food stamps
11.20k
content syndication
26.97k
2017
-40.95k-17.15k
All figures approximate and not confirmed
-18.03k
1.7k
comarketing
4.8k
sales

7. 2017 review
Audience Value
283k
cookies on 2017
30k
new cookies monthly

8. LaHabana.com
Cuba Absolutely

9. 2017 review
“We found that retargeting website users was a
lot cheaper to get people to the website: $0.12 per
click on average, compared to $1.18 per click when
targeting by geo location”
Nick Papa, Spherical, March 2017
Audience Value
=25k
for facebook lookalike audience
ad price reduction

10. possible
paths?(sin afectar la visibilidad SEO)