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Miko Levi - Outbrain (All Things Data 2015)

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Measuring Content Down Your Funnel

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Miko Levi - Outbrain (All Things Data 2015)

  1. 1. Measuring content down your funnel April 20 | 2015 Miko  Levy   Outbrain  Inc,  VP  Customer  Acquisi6on   (@mikolevy)  #ATDconf  
  2. 2.         Nice to meet you Miko  Levy   36    years  old,  Married+1   9  years  in  the  online   performance   marke6ng  world   Previously  @  888.com,   ROASTe  &  Conduit   Marathon  runner   (coming  back  from  injury)   VP  customer   acquisi6on@Outbrain   (@mikolevy)  #ATDconf  
  3. 3.         Outbrain helps readers discover content (@mikolevy)  #ATDconf  
  4. 4.         561+ Million Unique visitors 20+billion Page views 190 BILLION Recommendations OVER 82% INTERNET REACH IN USA (@mikolevy)  #ATDconf  
  5. 5.         WE BRING TOGETHER THE WORLD'S LEADING PUBLISHERS AND BRANDS (@mikolevy)  #ATDconf  
  6. 6.         (@mikolevy)  #ATDconf  
  7. 7.         The customer journey Discovery Realization of need Consideration Conversion Retention (@mikolevy)  #ATDconf  
  8. 8.         It takes 10.4 sources of information to make a purchase decision (@mikolevy)  #ATDconf  
  9. 9.         Comscore  data  mine|NIELSEN,  2012   22%SOCIAL NETWORKING 21%SEARCH 19%EMAILS/ COMMUNICATION 20%READING CONTENT 5%ONLINE SHOPPING 13%MULTI-MEDIA SITES How People Spend Their Time (@mikolevy)  #ATDconf  
  10. 10.         Recommenda6ons  from  people  I  know   Branded  websites   Consumer  opinions  posted  online   Editorial  content  such  as  newspaper  ar6cles   Ads  on  TV   Brand  sponsorships   Ads  in  newspaper   Ads  in  magazines   Billboards  and  other  outdoor  adver6sing   Ads  on  radio   Emails  I  signed  up  for   Ads  before  movies   TV  program  product  placement   Ads  served  in  search  engine  results   Online  video  ads   Ads  on  social  networks   Display  ads  on  mobile  devices   Online  banner  ads     Text  ads  on  mobile  phone   84%   69%   68%   67%   62%   61%   61%   60%   57%   57%   56%   55%   56%   48%   48%   48%   45%   42%   37%   %  point  change   from  2007     6%   9%   7%   N/A   6%   12%   -­‐2%   4%   N/A   3%   7%   18%   N/A   14%   N/A   N/A N/A   16%   19%   %  of  global  online  consumers,  indica6ng  that  they  completely  or  somewhat  trust  each  form   Source:  Nielsen  |  September  13’   Trust in Advertising (@mikolevy)  #ATDconf  
  11. 11.         Recommenda6ons  from  people  I  know   Branded  websites   Consumer  opinions  posted  online   Editorial  content  such  as  newspaper  ar6cles   Ads  on  TV   Brand  sponsorships   Ads  in  newspaper   Ads  in  magazines   Billboards  and  other  outdoor  adver6sing   Ads  on  radio   Emails  I  signed  up  for   Ads  before  movies   TV  program  product  placement   Ads  served  in  search  engine  results   Online  video  ads   Ads  on  social  networks   Display  ads  on  mobile  devices   Online  banner  ads     Text  ads  on  mobile  phone   84%   69%   68%   67%   62%   61%   61%   60%   57%   57%   56%   55%   56%   48%   48%   48%   45%   42%   37%   %  point  change   from  2007     6%   9%   7%   N/A   6%   12%   -­‐2%   4%   N/A   3%   7%   18%   N/A   14%   N/A   N/A N/A   16%   19%   %  of  global  online  consumers,  indica6ng  that  they  completely  or  somewhat  trust  each  form   Source:  Nielsen  |  September  13’   Trust in Advertising (@mikolevy)  #ATDconf  
  12. 12.         Recommenda6ons  from  people  I  know   Branded  websites   Consumer  opinions  posted  online   Editorial  content  such  as  newspaper  ar6cles   Ads  on  TV   Brand  sponsorships   Ads  in  newspaper   Ads  in  magazines   Billboards  and  other  outdoor  adver6sing   Ads  on  radio   Emails  I  signed  up  for   Ads  before  movies   TV  program  product  placement   Ads  served  in  search  engine  results   Online  video  ads   Ads  on  social  networks   Display  ads  on  mobile  devices   Online  banner  ads     Text  ads  on  mobile  phone   84%   69%   68%   67%   62%   61%   61%   60%   57%   57%   56%   55%   56%   48%   48%   48%   45%   42%   37%   %  point  change   from  2007     6%   9%   7%   N/A   6%   12%   -­‐2%   4%   N/A   3%   7%   18%   N/A   14%   N/A   N/A N/A   16%   19%   %  of  global  online  consumers,  indica6ng  that  they  completely  or  somewhat  trust  each  form   Source:  Nielsen  |  September  13’   Trust in Advertising (@mikolevy)  #ATDconf  
  13. 13.         of  consumers  like   reading  from  brands   if  it’s  valuable     82% (@mikolevy)  #ATDconf  
  14. 14. digital marketing trends for 2015 Content  Marke6ng   29.6%   14.6%   12.8%   Big  Data   Marke6ng  Automa6on   Mobile  Marke6ng   11.0%   8.9%  Social  media  marke6ng  and  CRM   CRO/Improving  website  experiences   SEO   Communi6es   Paid  search  marke6ng   Partnerships   Display   Other   Online  PR   7.8%   4.3%   3.1%   3.0%   1.5%   1.5%   1.5%   1.0%   The  State  of  Digital  Marke6ng  in  2015   Source:  Smart  Insights|  January  15’   (@mikolevy)  #ATDconf  
  15. 15.         So how do we measure it? (@mikolevy)  #ATDconf  
  16. 16.         AWARENESS             CONSIDERATION             Conversion What to measure? (@mikolevy)  #ATDconf  
  17. 17.         AWARENESS             CONSIDERATION             Conversion • Traffic • Impressions • Unique visitors • Demo video views • Brand Lift awareness • Social Engagement • Brand Searches (@mikolevy)  #ATDconf  
  18. 18.         BrandLift:Mazda (@mikolevy)  #ATDconf  
  19. 19. BrandLift:Mazda Brand Lift Study Control Exposure (@mikolevy)  #ATDconf  
  20. 20. BrandLift:Mazda Brand Lift Study Unaided  Brand  Recall   Brand  Favorability   Purchase  Intent   12% Control   Exposure   64% 62% 50% 54% 39% (@mikolevy)  #ATDconf  
  21. 21. •  Usually  for  the  bigger  brands     • Requires  research   •  Not  something  you’ll  see   on  Google  Analy6cs   • Less  tangible   Awareness (@mikolevy)  #ATDconf  
  22. 22.         AWARENESS             CONSIDERATION             Conversion • Time spent on content • Page views per session • Content scroll downs • Bounce rate • Return visitors • Social lift • Search lift What to measure? (@mikolevy)  #ATDconf  
  23. 23. Bounce Rate
  24. 24. Google Analytics: “the percentage of single-page sessions” (@mikolevy)  #ATDconf  
  25. 25. Google Analytics: In other words, a page’s bounce rate is the percentage of visits that land on that page and leave without visiting a second page. (@mikolevy)  #ATDconf  
  26. 26. • Visitor  clicks  the  back  bugon   • Visitor  closes  the  browser   • Visitor  types  a  new  URL  in  the  browser   • Visitor  watches  a  video  on  the  page  and  leaves   • Visitor  clicks  an  external  link  (Yup…  Social  shares  are  not   counted  as  a  “second  page”)     The following visitor actions will result in a bounce according to Google Analytics So, it’s only NOT a bounce if they visit a second page. (@mikolevy)  #ATDconf  
  27. 27. Makes sense on a landing page (@mikolevy)  #ATDconf  
  28. 28. But… is it relevant for content ? (@mikolevy)  #ATDconf  
  29. 29. EventsonGoogleAnalytics
  30. 30. EventsonGoogleAnalytics Events are user interactions with content that can be tracked independently from a web page or a screen load (@mikolevy)  #ATDconf  
  31. 31. EventsonGoogleAnalytics Different types of events usage -­‐ Time  on  site   -­‐ Scroll  depth   -­‐ Social  share        -­‐  Form  submit                -­‐  Video  play                -­‐  Etc…   (@mikolevy)  #ATDconf  
  32. 32. Time based event Mar  22,  2015  -­‐  Mar  28,  2015:   Jan  18,  2015  -­‐  Jan  24,  2015:   Bounce  Rate   Bounce  Rate   Mar  23   Mar  24   Mar  25   Mar  26   Mar  27   100%   50%   • Event  after  30  seconds  on  the  page   • Decrease  bounce  rate  from  80%  to  40%   (@mikolevy)  #ATDconf  
  33. 33. Changed our Time on page “reality” Mar  22,  2015  -­‐  Mar  28,  2015:   Jan  18,  2015  -­‐  Jan  24,  2015:   Avg.  Time  on  Page   Avg.  Time  on  Page   • Doubled  visitors  6me  on  page  on  GA   Mar  23   Mar  24   Mar  25   Mar  26   Mar  27   00:10   00:20   (@mikolevy)  #ATDconf  
  34. 34.         AWARENESS             CONSIDERATION             Conversion • Purchases • Sign-ups • Downloads • installs What to measure? (@mikolevy)  #ATDconf  
  35. 35. Attribution models
  36. 36.         Google Analytics default Last non Direct click   last Interaction 100%   (@mikolevy)  #ATDconf  
  37. 37. There is a solution (@mikolevy)  #ATDconf  
  38. 38. Attribution models on Google Analytics 100%   100%   last Interaction First Interaction 20%  20%   20%   20%  20%   Linear 10%  30%   10%   40%  10%   Position Based Conversions Attribution Model comparison (@mikolevy)  #ATDconf  
  39. 39. Attribution models on Google Analytics (@mikolevy)  #ATDconf  
  40. 40. Content as part of the journey • Iden6fy  content  read  as  a  mid-­‐way  goal   • Look  for  funnel  reports  with  mul6ple  sessions   • See  different  paths  that  start  with  content   (@mikolevy)  #ATDconf  
  41. 41. summary •  Content  should  be  part   of  your  funnel   •  When  promo6ng  content-­‐   use  a  defined  UTM   •  Use  tag  manager  for   better  flexibility   • Use  event  tracking   •  Challenge  your   agribu6on  model   (@mikolevy)  #ATDconf  
  42. 42.         We are hiring miko@outbrain.com   Thank You (@mikolevy)  #ATDconf  
  43. 43.         Thank You! @mikolevy  

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