Content is the driver of so much of marketing campaigns online, but we don't tend to measure it in the way that we should. We focus on the shallow reception of the content without focusing on the business impact that it has on customers, their relationship with the brand and the effect on their propensity to convert. This is my talk from Performance Insights in London where I talk about the principles behind measuring content to gain business insights.

1. presents
Andy Miller - @andyjm101

2. Understanding Users with
Behavioural Sequencing
Andy Miller - @andyjm101

3. The Role of Online Content
Purpose How do we measure
Target keywords Organic Rank & Traffic
Build links Placements, link quality & rank
Build and engage with
an audience
Social engagements & Interactions
To communicate brand
& product value
?????
These are not customer centric KPIs

4. Which is bad because:
“Marketing is the process of communicating the value of a
product or services to customers, for the purpose of selling that
product or service”

5. How do we know whether we’re good marketers if we’re
not measuring our core function??!

6. @therustybea
What’s the problem? r
Clicks Users

7. @therustybea
Too much time watching numbers go upr

8. @therustybea
Without understanding the impact r

9. @therustybea
r
Customers are
constantly
influenced by
content

10. The Customer Consideration Funnel
Post-Sales Pre-Sales
Macro
Goal
Acquisition Driving high quality traffic to the
right content
CTR, CPC, Impressions, Visits...
Behavior Creating an optimal user journey
Bounce Rate, Content Category
Engagement, Micro-Transactions...
Conversion Improve call to actions and an
intuitive purchase path
ARPB, CPA, Revenue...
Satisfaction
Driving customer happiness and
improving continuous
engagement
Single Login / remembering
preferences / Single Customer View
Loyalty Increasing LTV, give a reason for
for customers to be loyal
Repeat Purchase Rate, Multi-channel
Behavior, LTV
Advocacy Creating an environment where
advocates are naturally created
Social Sharing, MGM Conversion,
Referring %

11. The Customer Consideration Funnel
Awareness
100 80 100 40 0
Propensity
to Convert
60 100 50
Life Time
Value 60
70
Recommends
to friends
The focus
of most of
analysis
3 2 1 4 5

12. The Customer Consideration Funnel
Awareness
100 80 100 40 0
Propensity
to Convert
60 100 50
Life Time
Value 60
70
Recommends
to friends
How
analysis
should work
5 4 3 1 2

13. Website Analytics: Understanding The Prospect/Customer
What the data says How we spend our time
Converting Users
Engaging Users
Bouncing Users
Converting Users
Engaging Users
Bouncing Users

14. Breaking down the conversion function
Macro Conversions
Micro Conversions
Marketing Analytics

15. @therustybea
Analyse the Users, not the Sessions r
Page
Visit
Page
Visit
Page
Visit
Session Session
User
Page
Visit
Page
Visit
Page
Visit
Session
Page
Visit
Page
Visit
Session

16. @therustybea
Segmentation is the key! r
“All data in aggregate is crap!”
- Avinash Kaushik

17. @therustybea
Let’s look at an example r

18. @therustybea
First exposed to the blog & content conversrion
Users

19. @therustybea
First exposed to main site then viewed blorg

20. @therustybea
No exposure to blog r

21. @therustybea
Exposed to Content r
● Blog not a good customer acquisition source
● Users who viewed the blog at some point converted 50% higher
● Users who viewed the blog at some point had a 20% higher average order
value
● If an additional 1,000 users were exposed to the blog then that would equate
to an additional revenue of £4,709 /mo (£56,508 /yr)

22. What behaviours can we actually use to
segment users

23. TrueCVR

24. TrueCVR
Visits CVR Visits TrueCVR
We have removed bounced sessions from the analysis.
THIS IS NOT A TIME TO PULL OUT THE CHAMPAGNE AS CVR HAS
INCREASED

25. What did we just do - TrueCVR
This Year
Converting Users
Engaging Users
Bouncing Users
5%
51%
44%
Last Year
Converting Users
Engaging Users
Bouncing Users
6%
72%
22%
Converting Users 9%
Engaging Users
91%
Converting Users 8%
Engaging Users
92%
This Year Last Year

26. TrueCVR
TrueCVR is not anything new
Its a way of framing an issue. Its like any other calculated metric - the
ability to view two trends opposing each other in a single view.
Remember Bounce Rate is an external quality indicator as well as a
website quality metric.

27. Content Groupings

28. @therustybea
Group types of Content or Campaigns r
Organise your pages &
content into groups

29. Channel Groupings

30. @therustybea
Group Mediums & Sources according to campairgns
Organise your channels into
groups

31. ScrollDepth

32. Why ScrollDepth?
Time on Page
Time on Site
These are not indicators of
content performance.
We can understand better
how people engage with the
content is by looking at the
% scroll depth of a page
We then segment users on
how engaged they are

33. On Page Engagements

34. On Page Engagements
Track Everything!

35. PerVisitValue

36. Per Session Goal
Value
● Once you have setup multiple goals you
need to assign value
● How to assign value
○ 1: Understand the value of a user and
apportion average session
transactions value to each type of goal
○ 2: The Banana Scale

38. What is Banana Scale
“If we can’t calculate an accurate value to compare apples and oranges on the website we might as
well use bananas”
Signed up for
Newsletter
Scrolled past
40% in the blog
section
Viewed 2 or more
blog posts
Entered the
booking process
20
Filled in the
contact us form
7 10
12 50

39. Apportion back to user segments
“If we can’t calculate an accurate value to compare apples and oranges on the website we might as
well use bananas”
Content
Campaign 1
327 573 433
Content
Campaign 2
Social Traffic
629 864
Viewed blog Paid Search

40. How do we make all of this actionable?!

41. Understand the right content for campaigns & channels
Email PPC Offline
Content!
Social Display

42. Content Prioritisation & Mapping!
Keyword Data
Keyword 1
Keyword 2
Keyword 3
Landing Pages User Behaviour
Landing Page 1
Keyword 4
Keyword 5
Keyword 6
Keyword 7
Keyword 8
Keyword 9
Landing Page 2
Landing Page 3
User
Intent

43. The Customer Consideration Funnel
Post-Sales Pre-Sales
Macro
Goal
Acquisition Driving high quality traffic to the
right content
CTR, CPC, Impressions, Visits...
Behavior Creating an optimal user journey
Bounce Rate, Content Category
Engagement, Micro-Transactions...
Conversion Improve call to actions and an
intuitive purchase path
ARPB, CPA, Revenue...
Satisfaction
Driving customer happiness and
improving continuous
engagement
Single Login / remembering
preferences / Single Customer View
Loyalty Increasing LTV, give a reason for
for customers to be loyal
Repeat Purchase Rate, Multi-channel
Behavior, LTV
Advocacy Creating an environment where
advocates are naturally created
Social Sharing, MGM Conversion,
Referring %

44. Thanks for Listening
Andy Miller
Digital Consultant
@andyjm101