The road to understanding performance of content-driven websites is very different from e-commerce or lead generation. Coming from a direct response world and transitioning to online publishing has been a challenge. Charlene shares how she has applied aggressive direct response tactics to create a data-driven culture at Spin Media. This session covers tracking the right data, managing cross-functional teams and tying content creation to revenue streams.
Attend and walk away with a clear understanding of how to apply classic digital advertising and marketing techniques to the world of online publishing and see results.
2. Lead Gen | eCommerce |
Publishing
2@CharleneDipaola
3. Lead Gen | eCommerce |
Publishing
3@CharleneDipaola
Online Mktg: Decreased Cost Per
Lead by +20% & increased total
leads
A/B Test: Increased RPM by 30%
Building Business Intelligence
infrastructure from ground zero
9. • How do I gauge writer performance?
• How is mobile affecting revenue?
• Which site makes the most revenue per
pageview?
• Others…
9@CharleneDipaola
18. @CharleneDipaola 18
Jessica Smith, Staff Writer
INSIGHT: Wrote more content in April but got less pageviews per post
ACTION: Evaluate articles for March to determine high pageview topics
GOOGLE ANALYTICS
Pageviews
+ Author Custom Variable
+ Published Date Custom Variable
20. @CharleneDipaola 20
How is our new mobile redesign affecting
revenue?
INSIGHT: Mobile redesign has increased ad
impressions, confirm rollout to other sites
+30% revenue lift!
# of Ad Impressions / Pageview
GOOGLE ANALYTICS
Pageviews
Device Type
DOUBLECLICK FOR PUBLISHERS
Ad Impressions
Device Category
21. @CharleneDipaola 21
Site Revenue per 1000
Pageview
Site A $35.02
Site B $20.34
Site C $15.31
Site D $6.51
Site E $2.00
Site F $0.90
INSIGHT: Huge disparity in revenue performance per
site
ACTION: Focus on sites that make more Revenue per
PV
GOOGLE ANALYTICS
Pageviews
Site
DOUBLECLICK FOR PUBLISHERS
Ad Impressions
Ad Server Revenue
Site
There is a lot of opportunities in understanding publisher insights
Been in this online industry for over 10 yearsWorked with a lot of brandsStarted in the lead generation / e-commerce world (direct response)Currently working w/ online publishers
Lexington law – conversion funnel optimization, keyword portfolio segmentationDiscovered how important analytics wasLA Times – A/B Testing w/ analytics frameworkSpin – 100% in analytics
I’m very active in social networksPlease reach out to me via your social network of choiceIf I say something you like, which I hope I do, please reference me by a tag, tweet or plusEnough about me, let’s talk about chocolates, that’s my favorite topic
I love data just as much as I love chocolatesI also like consuming data the same way I consume chocolatesI like them arranged in a box neat and organized, I want to be able to see all my options
If possible chocolate menuMost online publishing companies I’ve found, however, consume their chocolates like this
The data is all melted together and it’s very hard to get an idea of where tobegin or end.There is a way to make this data consumption more organized & structured for online publishers
Bill Lumberg comes to your office and says..Ok let me think about it…As an analyst – you break this down into smaller questions
And you come up w/ something like thisAfter all those sleepless nights w/ 80s movies running in the background I made an important discovery
Ghostbusters 1 of course. It’s better.Let me explain
Let’s look at those data sources again:When you get deeper into understanding your data sources, you will find key metrics that you can connect or my DW engineer loves to call this the “joins”This process looks really simple but is the main problem you need to solve to get to insightsGoogle Analytics – page type (custom variable)Author – custom variable
Rule #2Look for a BI infrastructure that will work for your team in terms of usage and size
For us, what currently makes sense is a combination of MySQL databaseTableau – Visualization / presentation layerWorth investing time evaluating needs and the right tools for the jobEvaluated 3 products: Looker, Tableau, PentahoPrice, ease of use, implementation timeSmaller team who will look at data and create the data, that’s how we decided on Tableau
Slimer is cute and looks friendly but when you put him in a corner he will slime you w/ ectoplasmUnmovable force / good decisions driven by dataYou will get insights and be loved and hated by everyone at the same time
Automated insights for everyone
Positive changes? Make it upHow we were about to make a decision… we got a good data from this