Red digital consulting Great Big Story Website Analysis and Strategy

Presented By RedDigital Consulting
Amanda Lehrer, Ishana Gupta and Nikeeta Pamnani
Web Analytics, Spring 2016, Professor Rackoff, NYU School of Professional Studies
1

EXECUTIVE
SUMMARY
◉ Video News Platform.
◉ Funded by CNN, but independently operated.
◉ Mantra/Slogan: ‘Feed Your Feed’
◉ Aims to create video that is appealing to millennials.
(urban-located, globally curious, 25 to 35 year-olds)
◉ Shareable on social networks
◉ Mobile-first, oriented platform
◉ Appropriate for native advertising
◉ Competitors: Buzzfeed, Vice.
◉ Selective audience to deliver content.
3Presented By RedDigital Consulting

Overall
Business
Goal
Supporting
Business Goals
with KPI’s
Provide Target
Market with
value which
keeps them
returning.
KPI ASSUMPTIONS
Measure
Engagement
Retention
Type
of Site
Informational
Target
Market
●Male &
Female,
●25-35,
●Urban
Dwellers,
●Early
Adopters,
●Eclectic,
●Highly
educated
Mobile
Importance
Target
Market,
Market Trend
Increase,
Usage
Statistics
Supports
Native
Advertising
Goals
ENGAGED
Intended
Action?
Segmenting
Users
What's
Resonating
Content
Consumed
Time
Period for
Measurement
3 Months

GOOGLE ANALYTICS GOALS & GBS FUNNEL
Bouncers $
Browsers $$
Engagers
$$$
Loyalists
$$$$$
Defined As: User On site for more than 1 minute
Defined As: Spent more than 2.5 mins
Defined As: Spent more than 5 minutes on site
Defined As: Spent over 10+ mins on site
Conversion Goal : Visited Site + Downloaded app
Page Behavior Goal:Visit HomePage---> Returned New Session to HomePage → Subscribed →
Visited App Store Page
Other Goals: Subscribed to Email List, Session Duration, Downloaded App → Engagers5

KEY PERFORMANCE INDICATORS

Referral Sources (Average session duration per referral source)
Time Spent on Site
Number of Shares/Engagement
New Vs. Returning Users1
2
3
4
5
6
7
8
9
10
11
12 Retention Rate
Bounce Rate
App Downloads
Frequency of use
Content Consumed
Demographics
Type of Device
Number of Subscribers

New Vs.
Returning
Users
Insight: Metric of engaged users. Indication of loyalty and site value. A step closer to
becoming loyalists. Return users represent lead generation.
Assumption: Increase in return users will indicate more value derived from site, by
users. Increase in return visitors leads to creation of loyalists.
Brand Evangelists
Value for
advertisers &
Traffic generator
Greater spend &
interest from
advertiser
$$$
Strategy/Tactics:
Content strategy. behavioral remarketing through Adwords on mobile + social ads
remarketing (FB), segmented action email- trigger based, app push notifications
GOAL
+10%

Time Spent on Site
2
3
4
5
6
7
8
9
10
11
12 Retention Rate
Bounce Rate
App Downloads
Frequency of use
Content Consumed
Demographics
Type of device: Browser, speed, location, OS

Time
Spent
On Site
00:00:42
Strategy/Tactics:
Email campaigns (suggested
content), website design (suggested
videos/recommended content),
predictive analytics, personalization
Insight: Tells engagement level and can provide basis for segmentation.
Purpose: Identify key conversion metrics (create events)
Assumption: Users who spend more time on site are more likely to become return
users and then become loyalists.
How to Measure: Tracking visit duration as a goal
SEGMENTATION CURRENT FUTURE
BOUNCERS > 42 seconds > 1:00
BROWSERS > 1.5 + min 1:00 – 2:50
ENGAGERS 1.5 – 5 min 2:50 – 5:00 +
LOYALIST 10 + min +5:00 & Become
Return User
Metric Of
Success:
< 2:50 on site
Bouncers $
Browsers $$
Engagers $
$$
Loyalists
$$$$$

Time Spent on Site
Number of Shares/Virality & Engagement
2
4
5
6
7
8
9
10
11
12 Retention Rate
Bounce Rate
App Downloads
Frequency of use
Content Consumed
Demographics
Type of Device: Browser, speed, location, OS
3

Number of
Shares/Virality
Strategy/Tactics:
Cross-channel marketing → Promote and infuse app across all other channels to
create a seamless experience for users. Improve the app experience , share buttons,
Snapchat, Vine/Vimeo, YouTube, Informs Content Strategy, live-streaming content
(Periscope, FB LiveChat)
Insight From Metric: Most highly shared content represents the content that has the
highest value for users + high virality → Engagement, virality.
Informs content strategy
Assumption: People who share are more likely to subscribe as people who like page.
CURRENT SHARES:
60 shares
Per Video
FUTURE SHARES:
80 shares
Per Video
*Apps that send in-app messages show 2-3.5x higher user retention and 27%
more app launches than apps that do not. (1)
GOAL:
+ 20
SHARES
12

Time Spent on Site
2
5
6
7
8
9
10
11
12 Retention Rate
Bounce Rate
App Downloads
Frequency of Use
Content Consumed
Demographics
3
4

REFERRAL
SOURCE
Strategy/Tactics:
Increase the % of spend on channel highest performing, through re-investment &
revamp of content strategy.
Insight: To quantify value and segment user acquisition by channel to determine best
future allocation of resources.
Assumption: Sources which show the highest amount of users, and time spent per
users per source, are worth more & high probability that this will result in ROI of
spend on marketing in that source.
Measurement of Success: Channel which has the highest return, should show an
incremental increase conversions by < 2.5%
Comparing Segments By Goal Conversion Rate, which is calculated by:
= Return Users / Overall Traffic Referred From Source
= Subscribers / Overall Traffic Referred From Source
Return Rate Per Segment = Return Users from Segment / Total Return Users
14

Time Spent on Site
2
6
7
8
9
10
11
12 Retention Rate
Bounce Rate
App Downloads
Frequency of use
Content Consumed
Demographics & Interest
3
4
5

BOUNCE
RATE
Strategy/Tactics:
Retarget by suggesting related content (suggested videos), creating a series of
content stories to keep the users engaged (storytelling)
Insight: Areas of weaknesses in content to improve upon to keep users engaged.
Assumption: High bounce rate → Low level of interest in the page, no value in
content for market.
GOAL:
- 10 %

Time Spent on Site
2
7
8
9
10
11
12 Retention Rate
Bounce Rate
App Downloads
Frequency of use
Content Consumed
3
4
5
6

App
Downloads
Strategy/Tactics:
In-app ads on other apps, provide a link to the app on various platforms, email
campaign
Insight: Metric of engagement level of mobile users.
Assumption: Greater Amounts of App Downloads → Engaged Users → Greater
Customer Retention/CL. Segmentation of the target users is based on the type of
device.
GOAL:
Increase
visitors
completing
the path
and
downloading
the App
+5%
1. Visit GBS Homepage
2. Watch x video page
3. Visit download
app now link
4. Link and visit
the app page
store
5. download App
5% of visitors fully
complete the path
18

Time Spent on Site
2
8
9
10
11
12 Retention Rate
Bounce Rate
App Downloads
Frequency of Use
Content Consumed
3
4
5
6
7

Frequency
Strategy/Tactics:
In app notifications, send email triggers/notifications and triggers on social networks,
snapchat stories (clip teasers).
Insight: Highly engaged users on the website will return more frequently, and will be
worth more to the website in comparison to new or less frequent users.
Assumption: Visiting the GBS website less than two times a week indicates low level
of engagement.
GOAL:
Convert
Browsers and
Engagers to
Loyalists
Currently users average 2 visits per month
LOYALISTS
Visit 10- 15 times per month
ENGAGERS
Visit 3-9 times per month
BROWSERS
Visit 1-2 times per month
20

Time Spent on Site
2
9
10
11
12 Retention Rate
Bounce Rate
App Downloads
Frequency of use
Content Consumed
Demographics
3
4
5
6
7
8

Content
Consumed
Insight:(Qualitative)
Type of content consumed by the target market will inform the
content strategy, understand what should be planned for future
and give insights into what the target market is enjoying the most.
What resonates most with the target market?
Which categories are performing best?
What type of videos are more viral?
Type of content to produce for advertisers/native content?

Time Spent on Site
2
10
11
12 Retention Rate
Bounce Rate
App Downloads
Frequency of use
Content Consumed
Demographics
3
4
5
6
7
8
9

Demographics
Strategy/Tactics:
Social sharing/native posting on networks like facebook and engagement on
Instagram, Snapchat, Twitter, Social influencers, User generated content, referral
based targeting, Featured App
Assumption: We will assume that we
are reaching, and are most visited, by
the target market:
◉Males and Females
◉Ages of 25-35
◉Live in Major Cities
◉Early Adopters and Innovators
◉Predominantly creatives in their
profession or secondary jobs.
◉Have some form of post high school
schooling.
◉Technologically savvy
◉Get their news from other places than
native sites.
Insight: Reaching intended target
market. To know who are the
majority of users.
Time of Day: Measuring the time
of day the website has the greatest
lift in traffic (in the target market)
will help determine when the best
time to push out content,
notifications and schedule related
marketing tactics for optimal
retention
Other Important
Demographics:
Age, Occupation, Location, Device,
Education Level,

Time Spent on Site
2
11
12 Retention Rate
Bounce Rate
App Downloads
Frequency of use
Content Consumed
Demographics
3
4
5
6
7
8
9
10

Type
of
Device
Strategy/Tactics:
Push Notifications on the Mobile App, Cross-Platform Links to the website/App,
Listing on Featured Apps on the App Store.
Insight: Information on consumer demographics, behavior of consumers and the way
in which people are consuming content. More consumers are viewing and consuming
content from GBS on mobile devices.
Assumption: The frequency of visiting the GBS website/ app is highest for Mobile
users.
GOAL:
+10%
Increase
engagement
on mobile
device

Time Spent on Site
2
12 Retention Rate
Bounce Rate
App Downloads
Frequency of use
Content Consumed
Demographics
3
4
5
6
7
8
9
10
11

Number
of
Subscribers
Strategy/Tactics:
Push Notifications on the Mobile
App, Cross-Platform Links to the
website/App, Listing on Featured
Apps on the App Store.
GOAL:
+ 20%
Insight: New subscribers represent lead generation and an opportunity to segment
users for personalized marketing which will result in greater retention.
Assumption: By increasing the number of new subscribers by 20% over the next 3
months, and by targeting the segment with specific remarketing and marketing, we
will reduce churn and increase likelihood for users to become return users.
How to Measure: Tracking subscriber from completions as a goal
Visit Website
Subscribe to Email
Send Thank you/Welcome Email
Behavior Usage Triggers
Target Users on Social Channel
Measure behavior after 1 month for
frequency of use
Measuremen
t of Success:

65%+ of Goal
28
RedDigital Grp.

Time Spent on Site
2
Retention Rate
Bounce Rate
App Downloads
Frequency of use
Content Consumed
Demographics
3
4
5
6
7
8
9
10
11
12

Retention
Rate
Insight: Avoid churn and  keep return
users highly engaged
Current Metric: 15% Retention
Future Metric: 20-25% Retention
*20% retention rate at 90 days is
average across the mobile industry,
and anything worth  25% is what you
should strive to reach.
*At the end of 2015, across all
industries, the average mobile app
retention rate was 25% after 90 days.
Time Period: 3 Months/90 Days
*Across all industries, 75% of all app users
churn within 90 days.
Retention Metric:  User returns 6+ times or more in a month
(# of sessions of return users) = Amt of users 6+ / All Return Users x 100
*Users who have enabled push messaging launch an app an average of 14.7 times
per month, versus users who have not enabled push  messages who will only launch
an app 5.4 times per month
Tactics: → In-app messaging + push notifications (ALL MARKETING TACTICS)
*Currently, Media & Entertainment apps retain the most users on average, with a
24% retention rate post 90 days.
*See index for citing (http://info.localytics.com/blog/mobile-apps-whats-a-good-retention-rate)
30 Presented By RedDigital Consulting

Marketing Tactics

Content
Strategy

Coffee
Sleeves

Live
Streaming
&
User
Generated
Content

Outdoor Ad

Time Line
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Live
Streaming
Print/
Outdoor:
SOCIAL
MEDIA:
Content
Strategy:
Coffee
Sleeves:
Email:
TIMELINE
36

Risk & Rewards

KPI REWARD RISK
New Vs. Returning Users Generates traffic, greater spend and
interest for advertisers.
Lose potential new users that could turn
into return users.
Time spent on site Greater engagement level and be informed
about the content preference of users.
Irrelevant content can lead to decrease in
number of returning users.
Shares/ Engagement Rate More shares and engagement leading to
increase in users.
The site becoming more ‘commercial’ and
losing its core value.
Type of Device Targeted and personalized remarketing
leading to an increase in return users.
Constant retargeting and interaction with the
user on a regular basis might reduce the level
of interest.
App Downloads Higher engagement, greater return users,
easier to get demographics and user info.
Average app churn rate is 75% after 90 days.
Frequency of use Higher level of engagement. Updating new relevant content on a regular
basis.
Number of subscribers Increase in the footfall or users. The focus shifting from gaining relevant users
to increasing the count of subscribers.Presented By RedDigital Consulting

Finance
Cost estimate for different channels
1)Social media (50%) includes ads on:
◉Facebook (premium auto play ads - costing based on GRPs recorded by Nielsen
Online Campaign Rating)
◉Instagram (sponsored video ads)
◉Twitter (promoted tweets costing between $0.50 to $4.00 per engagement)
◉Snapchat (As a part of CNN on Discover)
◉Periscope
2) Outdoor (20%): Print ad on
subway platforms costing
$40,000 to cover 200
stations.
3) Email (10%): Email
marketing and triggers
4) SEM (15%) - Adwords
39

Conclusion
Our KPI’s were created with a clear understanding of GBS’s underlying goals
towards cultivating a deeply engaged and highly targeted consumer.
→ Goal of creating and keeping a relationship underpinned all metrics.
●Creating engaged consumers means that we focus on retention over
acquisition.
●Retention should be maintained by a deep understanding of who your
consumer is, where they are and what they want. (Demographics, Device,
Referral Source, Bounce)
●Considering the brand’s stage of market toddlership held by GBS, we felt it is
vital to establish segments of users that are most important to focus.
●Focus efforts on creating a deeply engaging (time on site, visits, frequency)
experience for users.
●Organic connections and marketing to create loyalists is important for the
nature of brand and to the specific niche target market.
By creating segmentation of the users and assigning the various users
values, as well as dedicated KPIs, we will create a better way to
manage analytical data captured about user behavior and measure its
results, in only the areas most important to GBS.
Future: At the next step we can begin to assign a monetary value to those
engaged users to ascertain what the specific user behavior is of our most40Presented By RedDigital Consulting

Results
Increase in
Retention &
Return rate
Increase in
Engaged
users
Increase in
Ad Spend

Presented By RedDigital Consulting 42

Resources
➢ http://www.socialmediaexaminer.com/social-marketing-sales-funnel/ (Image s.17)
➢ http://www.searchenginejournal.com/5-tools-for-keyword-brainstorming/6874/
➢ http://nymag.com/nymetro/news/people/columns/intelligencer/15156/
➢ http://venturebeat.com/2013/06/04/how-96000-can-buy-you-a-top-10-ranking-in-the-u-s-app-sto
➢ http://mainpath.com/choosing-kpis-key-performance-indicators-goal-tracking-google-analytics/
➢ https://www.shopify.com/partners/blog/90656710-5-simple-google-analytics-reports-you-
should-create-for-every-client
➢ Retention Slide Data
http://info.localytics.com/blog/mobile-apps-whats-a-good-retention-rate
➢ http://www.fastcompany.com/3051812/cnn-launches-great-big-story-its-answer-to-vice-
and-buzzfeed
➢ https://www2.deloitte.com/content/dam/Deloitte/in/Documents/technology-media-
telecommunications/in-tmt-rise-of-on-demand-content.pdf
➢ https://creatoracademy.withgoogle.com/creatoracademy/page/course/analytics-series?
ytref=all&hl=en
➢ https://www.appannie.com/apps/ios/app/great-big-story/details/
➢ http://blog.appannie.com/app-analytics-first-stores-then-ads-now-user-engagement
➢ http://socialmediaweek.org/blog/2016/03/great-big-story-built-successful-content-strategy-
informed-data/

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