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nejmbi

  1. 1. NEJM.org ReMix Analytics 7.12.2010 7/13/2010 1
  2. 2. Agenda • Customer data • E-mail de-duping – Process – Implications • Current and post-launch analytical solutions • NetInsight – Technology – Variances in metrics – Demo • Post-launch reporting – Mission Critical KPIs and communication plan – Monthly reports and ad hoc requests 7/13/2010 Slide - 2
  3. 3. Customer Data • Unique fields • Tags / tag sets • Groupings – Audience segments – Specialties • Indicators 7/13/2010 Slide - 3
  4. 4. E-mail Address De-Duping: Process • Identify duplicates – Merge – Delete* • Multiple passes – Registered users – Subscribers – Registered users / subscribers 7/13/2010 Slide - 4
  5. 5. E-mail Address De-duping: Impact • ~200,000 duplicate e-mail addresses – Merged – Deleted* • 10% drop in valid e-mail addresses • To Atypon: – ~2,177,000 de-duped records (Day 1) – ~30,000 “changemms.org” records 7/13/2010 Slide - 5
  6. 6. E-mail Address De-duping: Impact 7/13/2010 6
  7. 7. E-mail Address De-duping: Impact • Estimated impact on e-TOC – Sent (#): -9% – Opened (#): -2% – Open rate (%): +7% 7/13/2010 Slide - 7
  8. 8. Current Solutions • NetInsight “On-Premise” • Views / visits DW • E-alert DW • Web databases (WEBDB) • HighWire • Akamai • Premiere 7/13/2010 Slide - 8
  9. 9. Post-launch Solutions • NetInsight “On-Demand” • MMSDW data warehouse • Atypon • Akamai • Mansell • >>>PowerPivot 7/13/2010 Slide - 9
  10. 10. Current to Post-Launch Solutions • NetInsight “On-Premise” NetInsight “On- Demand” • Views / visits DW NetInsight “On-Demand” • E-alert DW MMSDW • Web databases (WEBDB) MMSDW • HighWire Atypon • Akamai Akamai • Premiere Mansell 7/13/2010 Slide - 10
  11. 11. Analytics in the NEJM Systems Model 7/13/2010 Slide - 11
  12. 12. MMSDW • Dimensions / facts – Customers (“parties”) – Customer attributes – Subscriptions – Online product orders – Online order promotion data – CME usage – IMC usage – Alert opt-ins – Alert activity • External data sources linked through PowerPivot 7/13/2010 Slide - 12
  13. 13. MMSDW Schema 7/13/2010 Slide - 13
  14. 14. NetInsight 7/13/2010 Slide - 14
  15. 15. NetInsight Technology • Logfiles (“On Premise”) – 48 hours behind – Contain EVERYTHING – Intense filtering • Page and event tags (“On Demand”) – 12 hours behind (9:00 AM / 10:00 PM) – Deliberately applied – No filtering – Pass visitor data 7/13/2010 Slide - 15
  16. 16. Sample Page Tag 7/13/2010 Slide - 16
  17. 17. What IS Tagged • All pages • All steps in CDFs • Sign-in layers • Issue archive • Global header • Figures / tables • Audio / video • Tabbed articles • Tools • IMC, CME, My NEJM • Concept of “zones” 7/13/2010 Slide - 17
  18. 18. What IS NOT Tagged • Search / Filterbank • More Topics • Recently of Note • Perspective hubs 7/13/2010 Slide - 18
  19. 19. Data Passed to NetInsight “On-Demand” 7/13/2010 Slide - 19
  20. 20. NetInsight “On-Demand” Demo • Customer dimensions • Article dimensions • Scenario reports 7/13/2010 Slide - 20
  21. 21. Anticipated Variances • Intense validation efforts on current site • Virtually impossible to quantify for ReMix – Different tracking technology • Tagged / not-tagged – More content • +151,032 articles • +85,316 images • Unlimited “page-events” year 1 7/13/2010 Slide - 21
  22. 22. Post-ReMix Reporting • Overall health of site – Traffic – Engagement – Transaction 7/13/2010 Slide - 22
  23. 23. Key Performance Indicators (KPIs) • Mission Critical KPIs – Monitored daily – Reviewed weekly – Observations communicated weekly – Launch +45 days • Existing KPIs will not be updated • All KPIs will be reassessed after 45 days 7/13/2010 Slide - 23
  24. 24. Mission Critical KPIs • Traffic – # visitors, visits per visitor, new / returning visitor ratio, logged-in NEJ / ONJ visits as % of total, # referral visits from Google, Yahoo!, Bing • Engagement – page-events per visit, average visit duration • Transaction – Weekly CME exams taken, # conversions / conversion rate by action, # NEJ / ONJ conversions by referral page, # account confirmations / confirmation rate 7/13/2010 Slide - 24
  25. 25. Additional Monitoring • Percent of site-wide traffic from e-TOC, Online First • Content clicked-through from e-TOC by type • Home page bounce rate • % PDF views of full content article views 7/13/2010 Slide - 25
  26. 26. Monthly Reports • All data in current reports will continue – Institution reports TBD • Merge / consolidate / enhance 7/13/2010 Slide - 26
  27. 27. Ad Hoc Requests • Anticipate extreme need • Will keep to a minimum days within first 45 • Analytics Blog: self-initiated analysis 7/13/2010 Slide - 27
  28. 28. Summary • Analytics moving to the “next level” – Technology – Process – Robustness • Still some open questions – JW integration – Usefulness of Atypon reports 7/13/2010 Slide - 28
  29. 29. Questions? 7/13/2010 29

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