In this presentation Kevin Sheldon talks about AOL's use of analytics to be more productive and gain more benefits from their investments. Sheldon talks about AOL being at the forefront of cutting edge online content as well as relying on a variety of means to drive traffic. He also explores their use of social analytics and case studies linked with these to show how beneficial they can be.

1. Month XX, 20XX
Presented to [Client]
Distribution
Using Analytics to Make the Most of
Your Investments
Kevin Sheldon
Senior Director, Distribution Strategy & Analytics

2. AOL is at the Cutting Edge of Online Content
Page 2

3. SEO/SEM
Social
Traffic
Exchanges
Syndication
AOL Relies on a Variety of Means to Drive Traffic
Page 3

4. The Focus on Distribution is Paying Off

5. What Metrics Define Successful Distribution?
Page 5
Unique Visitors – do our distribution sources touch large audiences?
New Unique Visitors – are our efforts yielding new customers?
Page Views – is the audience engaging on our site?
Retention – do users return and engage beyond the first visit?
Value – are we driving traffic to areas that advertisers demand?
Cost – do our partners provide an economical means to distribute?
ROI – can we yield a positive return and if so, how quickly?

6. Property Clicks UVs New % PVs PV/Visit R/PV
Brand 1 100,000 75,000 30% 375,000 3.75 100%
Brand 2 90,000 67,500 30% 337,500 3.75 80%
Brand 3 81,000 60,750 30% 303,750 3.75 60%
Brand 4 72,900 54,675 20% 273,375 3.75 40%
Brand 5 65,610 49,208 20% 246,038 3.75 20%
Brand 7 53,144 39,858 20% 119,574 2.25 0%
Brand 8 47,830 35,872 20% 107,617 2.25 0%
Brand 9 43,047 32,285 10% 96,855 2.25 0%
Brand 10 38,742 29,057 10% 58,113 1.50 -20%
Brand 11 34,868 26,151 10% 52,302 1.50 -30%
Brand 12 31,381 23,536 10% 47,072 1.50 -40%
Brand 13 28,243 21,182 5% 42,364 1.50 -40%
Brand 14 25,419 19,064 5% 38,128 1.50 -50%
AOL Considers the Value of Each Page
Page 6
The performance against key metrics and the resulting value reported for our
various brands is used to allocate and optimize our spend and ROI.
Sample Data for Illustration Only
Remove Hold Grow

7. AOL Ranks Distribution Sources
Page 7
For each brand, AOL considers how each distribution initiative ranks across key
success metrics for informing investments (headcount, development, marketing).
XX – Primary Source
X – Secondary Source
SEO Facebook Twitter
Traffic
Exchanges
StumbleUpon SEM Outbrain
Total Unique
Visitors
XX X
New Unique
Visitors
X XX
Page Views
Per Visit
X XX
User
Retention
X XX
ROI X XX

8. Distribution Succeeds with Strong Recirculation

9. AOL.com Provides Massive Distribution & Recirculation
Modules are assigned
value based on CTR and
value of downstream
content.
The opportunity cost of
each click is considered
when determining what
content to deliver.
Growing Homepage UVs
has “trickle down” impact.

10. AOL Considers the Interaction between Sources
Page 10
AOL also considers if investing in one source will have halo effects on another.DailySEOVisits(000)
Daily Google SEM Visits (000)
SEO/Google SEM Visits Correlation
MapQuest

11. AOL Considers the Interaction between Sources
Page 11
HuffPostFrontpage (High Correlation)
SEO FB
Joystiq (Low Correlation)
SEO FB

12. Page 12
Distribution sources are viewed as a portfolio of options that can
support each other in reaching broad traffic goals.
Distribution Goal Setting
Goals Actual
Overall
Actual
Goals

13. Page 13
Activity is tracked on our social pages to understand the value of
fans, followers, etc. and how frequently we should engage them.
Social Analytics

14. Case Study: SEM
Page 14

15. Case Study: SEM
Page 15
Initial Visit
Downstream
Page Views
Value Per
Page
Total Value
of Initial Visit
Homepage
Resets
Recurring
Visits/PVs Value Per
Page
Total Value of
Repeat Visits
SEO Lift
(Halo Effect)
Value Per
Page
Total Value of
Halo Effect
Downstream
Page Views

16. Page 16
The direct value from a visit driven by external sources
+ The repeat visitation established by loyal users
+ Any halo effects of positive causation between sources
= Total value used for investment decisions

17. Page 17
• AOL’s focus on premium content requires comprehensive and cost
effective distribution strategies.
• Analytics applied to distribution efforts can result in higher volumes of
traffic, improved ROI, and faster decisions.
• Diversity of external traffic sources and strong recirculation supports a
growing brand portfolio.
• Understanding the metrics distribution sources will be graded on and
setting goals creates more discipline and accountability.
• Deeper dives into the life-time value of an investment are necessary
when managing significant spend.
• Optimize sources of traffic based on the value of each destination and
the needs of the business.
Key Takeaways

18. Page 18
Questions?