Magfest 2015: Big Data. Now What?
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Presentation for Magfest 2015 covering what publishers should consider in the data space, from Acquisition of data to application and a bit on ad blockers.
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Magfest 2015: Big Data. Now What?
- 1. BIG DATA. NOW WHAT? Magfest / 18 September 2015
- 3. A BIT ABOUT ME
- 4. Darcie Tanner Digital Director Stripe Communications @Darcie
- 5. ACQUISITION @Darcie | @StripeCom | #magfest15
- 6. Why should I bother? @Darcie | @StripeCom | #magfest15
- 7. REELING IT IN @Darcie | @StripeCom | #magfest15
- 8. BEING PROACTIVE @Darcie | @StripeCom | #magfest15
- 9. BUT ARE YOU USING IT? @Darcie | @StripeCom | #magfest15
- 10. What’s stopping you? • Knowing what’s useful • Set up implementation • Understanding what the data means • Pulling useful insights • Resource • Time
- 11. APPEARANCE @Darcie | @StripeCom | #magfest15
- 12. Yes Darcie, but there is SO MUCH of it. How do I make it useful? @Darcie | @StripeCom | #magfest15
- 13. WHAT IS ‘GOOD DATA’? @Darcie | @StripeCom | #magfest15
- 14. Any data that allows you to better understand and deliver quality, contextual content to users. @Darcie | @StripeCom | #magfest15
- 15. WHAT THIS MIGHT LOOK LIKE… @Darcie | @StripeCom | #magfest15
- 16. Beware of false positives. Example: high traffic figures don’t always = success. Time on page, time on site and bounce rates should also show that users are consuming & content and then some. @Darcie | @StripeCom | #magfest15
- 17. TRICKY TRACKING FOR PUBLISHERS Sharing to make them look as if it’s something they have read. Read it later Sharing in dark social Removal of tracking codes @Darcie | @StripeCom | #magfest15
- 18. APPLICATION @Darcie | @StripeCom | #magfest15
- 19. KEY AREAS TO APPLY YOUR LEARNINGS 1. Audience segmentation 2. Targeting 3. Content approach @Darcie | @StripeCom | #magfest15
- 20. Are you identical to your neighbour?
- 21. TARGET: MOTHERS @Darcie | @StripeCom | #magfest15
- 22. WHAT’S A MUM? @Darcie | @StripeCom | #magfest15
- 23. “BUT MY AUDIENCE DOES SPAN DEMOGRAPHICS.” @Darcie | @StripeCom | #magfest15
- 24. HAVING A BROAD AUDIENCE IS FINE – JUST BE CLEVER IN HOW YOU APPROACH THEM Gender Age Platform Interests Device Activity/intent Location Time of day Alter the TOV accordingly @Darcie | @StripeCom | #magfest15
- 25. ADDITIONAL TARGETING OPS Overlay acquired data: Email addresses, subscription information or actions on site. Negative keyword targeting Cellular connection – wifi, 3G, 4G Look-a-like audiences Retargeting based on a view, like, action Situational – target those that influence your key demographic @Darcie | @StripeCom | #magfest15
- 26. CONTENT PROMOTION • Upload all content, set rules • As trends peak, relevant content will get pushed out • Content will distribute on most relevant platforms, to segmented audiences • House your assets and content calendars • Auto schedule posts to go live at the time your users are most likely to engage • Cross platform planning and un-paid targeting opportunities @Darcie | @StripeCom | #magfest15
- 27. *ASTERISK @Darcie | @StripeCom | #magfest15
- 28. AD BLOCKERS Ad blocking estimated to cost publishers £14.2 billion during 2015. There are now 198 million active adblock users around the world. UK ad blocking grew by 82% to reach 12 million active users in 12 months up to June 2015. Ad blocking grew by 41% globally in the last 12 months. @Darcie | @StripeCom | #magfest15
- 29. IT’S ALWAYS TIME TO START THINKING ABOUT WHAT’S NEXT Data will lose it’s value from an advertising perspective, but will still hold value as a measurement and audience targeting tool. @Darcie | @StripeCom | #magfest15
- 30. FOLLOWING THE RULES WORKS IN YOUR FAVOUR 1. Acceptable Ads are not annoying. 2. Acceptable Ads do not disrupt or distort the page content we're trying to read. 3. Acceptable Ads are transparent with us about being an ad. 4. Acceptable Ads are effective without shouting at us. 5. Acceptable Ads are appropriate to the site that we are on. @Darcie | @StripeCom | #magfest15
- 31. @Darcie | @StripeCom | #magfest15 ALMOST DONE… Acquisition Appearance Application
- 32. @Darcie | @StripeCom | #magfest15 BONUS A Ad blockers
- 33. THANK YOU
Editor's Notes
- Every day, we create 2.5 quintillion bytes of data — so much that 90% of the data in the world today has been created in the last two years alone. This data comes from everywhere: sensors used to gather climate information, posts to social media sites, digital pictures and videos, purchase transaction records, and cell phone GPS signals to name a few. This data is big data. Whether you’re an independent our a large publication, you are not only creating some of that data, but you will be acquiring and probably own a bit as well. Today I’m going to cover three areas: Acquisition - ways to collect and collate your data Appearance - What that type of data looks like and which bits are useful Application - how to use the data ongoing
- Ways to collect & Collate. Publishers need to make the most of this customer information – specifically data that highlights an individual's online behaviour – if they are to fulfil their potential in the coming years.
- Provides feedback that you don’t get directly from users. Raises questions that you may not have considered. Enables you to created the content wanted by your audience. Overlays with any target audience data for granular ad placements. Gives you the insight to apply a strategic approach to your planning. Helps to deliver a return on investment.
- User surveys Newsletter/subscriber database Analytics tool tracking your website activity Twitter analytics Facebook insights Bit.ly or other link tracking Publishing platform (Hootsuite, Sprinklr, etc) Ad platforms, Googel AdSense, display networks
- So say you are pulling it, you have it. How well are you using it? GA Demographics data Time to publish Share count Targeting Re-targeting
- We never have time to do it right, but we always have time to do it over. It’s never too later to a. get started, or b. get it set up so that you are tracking and reporting properly. Just because you didn’t do it for day one or haven’t been tracking doesn’t mean you shouldn’t start
- What Data looks like and which bits are useful
- What Data looks like and which bits are useful
- This is very broad as it depends on your objectives as to what good data looks like. Some will be high numbers in social sharing, traffic to site, time spent on site, clicks, comments
- This is very broad as it depends on your objectives as to what good data looks like. Some will be high numbers in social sharing, traffic to site, time spent on site, clicks, comments
- Social share figures Time on site Un-opened newsletters A/B testing results Platform performance (More people engaged with the tweet about the post than the FB post). What this examples might tell you – this article resonated with people who were 2 x more likely to share on Twitter than Facebook – and not likely to share on LinkedIn at all. You could look to see if it shows that the information isn’t something they would share with their close network, or that relates to their job (or they want to define them professionally), but they would share with a more virtual group of people. This article was: 5 Healthy Habits for the Next Digital Generation – coincidentally, this changed quite rapidly over time – highlighting another useful insight: Don’t look at your data until you have to. You never know when content will hit it’s peak. Usful to see where most of your traffic is coming from: Mobile/tablet or desktop – could perhaps sway the future developments of your site/platform or content. Just because your site is responsive, doesn’t mean that it’s a pleasant experience on mobile. Check to see how mobile performance, even if higher user, is – such as bounce rate and time on site. If it’s lower, then worth re-thinking your site. Does the data for the people that consume your content match your target audience? Should you shift your content to reach your target audience or should you embrace your audience and apply changes accordingly?
- Additionally unlikes on your Facebook page or unsubscirbers from your newsletter isn’t always a reason to worry – these people may not be your target demographic and your content engagement rates will likely go up as a result.
- So why do we focus on targeting by postcode?
- Yes, there is a majority of content that you can assume is going to be mostly female – but even with that – tone of voice and topic can be very particular depending on the age of the mother, their circumstances etc And what about the single fathers, that could perhaps benefit even more from the content? 400,000 families were headed by lone fathers in 2012, representing 13.5% of all single-parent households in the UK – is this a missed opportunity for your content?
- Second screening Does it need to be gender specific 25 – 34 big difference in audience – how can you be more granular
- Use all of this data to entise and engage with advertisers for your site/publication
- Social Flow: Using real-time data and your editorial business rules, SocialFlow’s platform intelligently sequences the distribution of your content so that the message that reaches the audience is most likely to be relevant to what they are interacting with right now. This drives higher click-through rates, as well as higher engagement and sharing of your content. Ability to integrate with paid social and sponsored activity, as well as revenue benefits
- It’s always time to start thinking about what’s next. This makes creating quality content and targeting granularly even more important. Paid won’t always be the easiest solution. This doesn’t mean it’s easier to hit your core audience through all the crap out there, but it does mean that it will resonate more with them and therefore increase the likelihood they’ll take on the promotion bit for you – sharing with their networks
- However, research has been found that people are willing to turn off the ad blocker software in order to consume exclusive content, watch their favourite shows or read a big story.
- Think a bout what you would prefer as a consumer.