Measuring Content Down Your Funnel

1. Measuring content down your funnel
April 20 | 2015
Miko
Levy
Outbrain
Inc,
VP
Customer
Acquisi6on
(@mikolevy)
#ATDconf

2.
Nice to meet you
Miko
Levy
36
years
old,
Married+1
9
years
in
the
online
performance
marke6ng
world
Previously
@
888.com,
ROASTe
&
Conduit
Marathon
runner
(coming
back
from
injury)
VP
customer
acquisi6on@Outbrain
(@mikolevy)
#ATDconf

3.
Outbrain helps readers discover content
(@mikolevy)
#ATDconf

4.
561+ Million
Unique visitors
20+billion
Page views
190 BILLION
Recommendations
OVER 82%
INTERNET REACH IN USA
(@mikolevy)
#ATDconf

5.
WE BRING TOGETHER THE WORLD'S LEADING
PUBLISHERS AND BRANDS
(@mikolevy)
#ATDconf

6.
(@mikolevy)
#ATDconf

7.
The customer journey
Discovery
Realization of need
Consideration
Conversion
Retention
(@mikolevy)
#ATDconf

8.
It takes 10.4 sources of information to make a
purchase decision
(@mikolevy)
#ATDconf

9.
Comscore
data
mine|NIELSEN,
2012
22%SOCIAL
NETWORKING
21%SEARCH
19%EMAILS/
COMMUNICATION
20%READING
CONTENT
5%ONLINE
SHOPPING
13%MULTI-MEDIA
SITES
How People Spend Their Time
(@mikolevy)
#ATDconf

10.
Recommenda6ons
from
people
I
know
Branded
websites
Consumer
opinions
posted
online
Editorial
content
such
as
newspaper
ar6cles
Ads
on
TV
Brand
sponsorships
Ads
in
newspaper
Ads
in
magazines
Billboards
and
other
outdoor
adver6sing
Ads
on
radio
Emails
I
signed
up
for
Ads
before
movies
TV
program
product
placement
Ads
served
in
search
engine
results
Online
video
ads
Ads
on
social
networks
Display
ads
on
mobile
devices
Online
banner
ads
Text
ads
on
mobile
phone
84%
69%
68%
67%
62%
61%
61%
60%
57%
57%
56%
55%
56%
48%
48%
48%
45%
42%
37%
%
point
change
from
2007
6%
9%
7%
N/A
6%
12%
-­‐2%
4%
N/A
3%
7%
18%
N/A
14%
N/A
N/A
N/A
16%
19%
%
of
global
online
consumers,
indica6ng
that
they
completely
or
somewhat
trust
each
form
Source:
Nielsen
|
September
13’
Trust in Advertising
(@mikolevy)
#ATDconf

11.
Recommenda6ons
from
people
I
know
Branded
websites
Consumer
opinions
posted
online
Editorial
content
such
as
newspaper
ar6cles
Ads
on
TV
Brand
sponsorships
Ads
in
newspaper
Ads
in
magazines
Billboards
and
other
outdoor
adver6sing
Ads
on
radio
Emails
I
signed
up
for
Ads
before
movies
TV
program
product
placement
Ads
served
in
search
engine
results
Online
video
ads
Ads
on
social
networks
Display
ads
on
mobile
devices
Online
banner
ads
Text
ads
on
mobile
phone
84%
69%
68%
67%
62%
61%
61%
60%
57%
57%
56%
55%
56%
48%
48%
48%
45%
42%
37%
%
point
change
from
2007
6%
9%
7%
N/A
6%
12%
-­‐2%
4%
N/A
3%
7%
18%
N/A
14%
N/A
N/A
N/A
16%
19%
%
of
global
online
consumers,
indica6ng
that
they
completely
or
somewhat
trust
each
form
Source:
Nielsen
|
September
13’
Trust in Advertising
(@mikolevy)
#ATDconf

12.
Recommenda6ons
from
people
I
know
Branded
websites
Consumer
opinions
posted
online
Editorial
content
such
as
newspaper
ar6cles
Ads
on
TV
Brand
sponsorships
Ads
in
newspaper
Ads
in
magazines
Billboards
and
other
outdoor
adver6sing
Ads
on
radio
Emails
I
signed
up
for
Ads
before
movies
TV
program
product
placement
Ads
served
in
search
engine
results
Online
video
ads
Ads
on
social
networks
Display
ads
on
mobile
devices
Online
banner
ads
Text
ads
on
mobile
phone
84%
69%
68%
67%
62%
61%
61%
60%
57%
57%
56%
55%
56%
48%
48%
48%
45%
42%
37%
%
point
change
from
2007
6%
9%
7%
N/A
6%
12%
-­‐2%
4%
N/A
3%
7%
18%
N/A
14%
N/A
N/A
N/A
16%
19%
%
of
global
online
consumers,
indica6ng
that
they
completely
or
somewhat
trust
each
form
Source:
Nielsen
|
September
13’
Trust in Advertising
(@mikolevy)
#ATDconf

13.
of
consumers
like
reading
from
brands
if
it’s
valuable
82%
(@mikolevy)
#ATDconf

14. digital marketing trends for 2015
Content
Marke6ng
29.6%
14.6%
12.8%
Big
Data
Marke6ng
Automa6on
Mobile
Marke6ng
11.0%
8.9%
Social
media
marke6ng
and
CRM
CRO/Improving
website
experiences
SEO
Communi6es
Paid
search
marke6ng
Partnerships
Display
Other
Online
PR
7.8%
4.3%
3.1%
3.0%
1.5%
1.5%
1.5%
1.0%
The
State
of
Digital
Marke6ng
in
2015
Source:
Smart
Insights|
January
15’
(@mikolevy)
#ATDconf

15.
So how do we measure it?
(@mikolevy)
#ATDconf

16.
AWARENESS
CONSIDERATION
Conversion
What to measure?
(@mikolevy)
#ATDconf

17.
AWARENESS
CONSIDERATION
Conversion
• Traffic
• Impressions
• Unique visitors
• Demo video views
• Brand Lift
awareness
• Social Engagement
• Brand Searches
(@mikolevy)
#ATDconf

18.
BrandLift:Mazda
(@mikolevy)
#ATDconf

19. BrandLift:Mazda
Brand Lift Study
Control Exposure
(@mikolevy)
#ATDconf

20. BrandLift:Mazda
Brand Lift Study
Unaided
Brand
Recall
Brand
Favorability
Purchase
Intent
12%
Control
Exposure
64% 62%
50%
54%
39%
(@mikolevy)
#ATDconf

21. • Usually
for
the
bigger
brands
• Requires
research
• Not
something
you’ll
see
on
Google
Analy6cs
• Less
tangible
Awareness
(@mikolevy)
#ATDconf

22.
AWARENESS
CONSIDERATION
Conversion
• Time spent on content
• Page views per session
• Content scroll downs
• Bounce rate
• Return visitors
• Social lift
• Search lift
What to measure?
(@mikolevy)
#ATDconf

23. Bounce Rate

24. Google Analytics:
“the percentage
of single-page sessions”
(@mikolevy)
#ATDconf

25. Google Analytics:
In other words, a page’s bounce rate is
the percentage of visits that
land on that page and leave without
visiting a second page.
(@mikolevy)
#ATDconf

26. • Visitor
clicks
the
back
bugon
• Visitor
closes
the
browser
• Visitor
types
a
new
URL
in
the
browser
• Visitor
watches
a
video
on
the
page
and
leaves
• Visitor
clicks
an
external
link
(Yup…
Social
shares
are
not
counted
as
a
“second
page”)
The following visitor actions will result in
a bounce according to Google Analytics
So, it’s only NOT a bounce if they visit a second page.
(@mikolevy)
#ATDconf

27. Makes sense on a landing page
(@mikolevy)
#ATDconf

28. But… is it relevant for content ?
(@mikolevy)
#ATDconf

29. EventsonGoogleAnalytics

30. EventsonGoogleAnalytics
Events are user interactions with content
that can be tracked independently
from a web page or a screen load
(@mikolevy)
#ATDconf

31. EventsonGoogleAnalytics
Different types of events usage
-­‐ Time
on
site
-­‐ Scroll
depth
-­‐ Social
share
-­‐
Form
submit
-­‐
Video
play
-­‐
Etc…
(@mikolevy)
#ATDconf

32. Time based event
Mar
22,
2015
-­‐
Mar
28,
2015:
Jan
18,
2015
-­‐
Jan
24,
2015:
Bounce
Rate
Bounce
Rate
Mar
23
Mar
24
Mar
25
Mar
26
Mar
27
100%
50%
• Event
after
30
seconds
on
the
page
• Decrease
bounce
rate
from
80%
to
40%
(@mikolevy)
#ATDconf

33. Changed our Time on page “reality”
Mar
22,
2015
-­‐
Mar
28,
2015:
Jan
18,
2015
-­‐
Jan
24,
2015:
Avg.
Time
on
Page
Avg.
Time
on
Page
• Doubled
visitors
6me
on
page
on
GA
Mar
23
Mar
24
Mar
25
Mar
26
Mar
27
00:10
00:20
(@mikolevy)
#ATDconf

34.
AWARENESS
CONSIDERATION
Conversion • Purchases
• Sign-ups
• Downloads
• installs
What to measure?
(@mikolevy)
#ATDconf

35. Attribution models

36.
Google Analytics default
Last non Direct click
last Interaction
100%
(@mikolevy)
#ATDconf

37. There is a solution
(@mikolevy)
#ATDconf

38. Attribution models on Google Analytics
100%
100%
last Interaction
First Interaction
20%
20%
20%
20%
20%
Linear
10%
30%
10%
40%
10%
Position Based
Conversions Attribution Model comparison
(@mikolevy)
#ATDconf

39. Attribution models on Google Analytics
(@mikolevy)
#ATDconf

40. Content as part of the journey
• Iden6fy
content
read
as
a
mid-­‐way
goal
• Look
for
funnel
reports
with
mul6ple
sessions
• See
different
paths
that
start
with
content
(@mikolevy)
#ATDconf

41. summary
• Content
should
be
part
of
your
funnel
• When
promo6ng
content-­‐
use
a
defined
UTM
• Use
tag
manager
for
better
flexibility
• Use
event
tracking
• Challenge
your
agribu6on
model
(@mikolevy)
#ATDconf

42.
We are hiring
miko@outbrain.com
Thank You
(@mikolevy)
#ATDconf

43.
Thank You!
@mikolevy