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Work Example 4
- 1. Babson College Team 2April 2015 Janco Damas Gibran Shaikh Clinton Lee Dessi Pachamanova
- 2. 2 Recap from November2014, Some Missteps Device and Average Time • Mobile visitors visited the site less than web visitors. • BUT Mobile readers spent more time on CSM when compared to web readers. • Recommendation: Make the mobile more interactive and customized. Average time versus total time spent per section • On average readers spent more time on sections that had less traffic. • By total the most visited sections may indicate the type of demographic that is likely reading those articles. • Recommendation: Leverage the demographic through marketers.
- 3. What is UserEngagement? 1. Why is it important 2. What can it do 3. How to calculate it Thus, User Engagement can be defined as (visit number x page depth). Messy Data s41-Visitor ID (prop41), s16-Visit Number (45 days) (prop16), s29-Page Depth (prop29), s05-Content Type (prop5), s04-Content ID (prop4), Cities, Customer Loyalty, Entry Pages, Exit Links, Exit Pages, Cities, GeoSegmentation States, and Visitor_ID 1 Visitor ID 2 Visit Number (for a 45 day period) 2 Page Depth 3 Content Type 4 Content ID 5 Customer Loyalty 7. Entry Pages 8. Exit Links 9. Exit Pages 10. Cities 11. Geo Segmentation 12. States Clean Data 3
- 4. 4 A macro fordata cleaning The excel macro is used to automatically clean the data from Adobe Analytics. The clean data sheet is compatible with our software and can be uploaded to refresh the visualizations. Running the macro
- 5. 5 Non Integrated, GeoSpatial View
- 6. 6 Non Integrated, Engagementby tracking code view Tracking code page analysis
- 7. 7 Non Integrated, Engagementby topic view Source of bounce rate > High visits, low page depth < Entry page analysis
- 8. 8 CSM Data withintegration, Age Groups
- 9. 9 CSM Data withintegration, Age <35 For the time period, these collection of cities produced the highest user engagement Filter for user engagement greater than 33,341. This number is the mean user engagement of all cities This audience is statistically between 32 and 38 years old
- 10. 10 CSM Data withintegration, Social Media Sharing See that Chicago is trying to tell us something Customizable dashboard
- 11. 11 How integration worksfor Facebook Use the tool to build your own Facebook audience
- 12. 12 Data Sources The world’smost trusted source of sales and marketing solutions. Experian® is the leading global information services company, providing data and analytical tools to clients. The company helps businesses to manage credit risk, prevent fraud, target marketing offers and automate decision making. The Nielsen Company is a global information and media company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and business publications. Media Mark Research Inc. has been helping marketing and media companies better understand American consumers since 1979. MRI developed a methodology for measuring magazine audiences that soon became the “currency” for the magazine industry. EASI is a leading provider of high quality demographic, business, and marketing data to the business and academic community. Applied Geographic Solutions, Inc. is a supplier of premium quality demographic and marketing databases. Specializing in geodemographic segmentation, site modeling and custom analytics, Environics Analytics provides businesses with data-driven market insights to help reach their customers more effectively.
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