Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.

SES 2015 Using analytics to make sense of your data

3.530 Aufrufe

Veröffentlicht am

How to read your data, how to show your data and how to identify new opportunities.
A Media approach

Veröffentlicht in: Daten & Analysen

SES 2015 Using analytics to make sense of your data

  1. 1. Using Analytics to Make Sense of Your Audience Data Javier Ortiz – HELLO!
  2. 2. FOTO DE UN REPORT
  3. 3. Content Index 1.Profile & needs 1.Data approach 2.Content approach 1.-Production 2.-Operations 3.-Strategic 2.Media Tactics 1.Volume VS visibility 2.Comscore Targeting 3.Content Profiling
  4. 4. who & what profile & needs
  5. 5. Profile & Needs Advertising Behavior eCommerceGoals Social Vanity Metrics Acquisition
  6. 6. Profile and needs : Key Points 1. Different Team = Different Objectives 2. Different Objectives = Different Needs 3. Different needs = Completely different reports Profile & Needs
  7. 7. noise
  8. 8. Inteligencia Competitiva Inteligencia Competitiva Competitive Intelligence Insights Voice of customer Multiple Outcomes Clic Stream Everything else Vanity Metrics Web Analytis 2.0 Avinash Kaushik Profile & Needs: Data approach
  9. 9. Profile & Needs: Content Approach
  10. 10. Profile & Needs: Production Approach
  11. 11. Volume Engagement- + - + Galleries Celebrities Royalty Health & Beauty Tags Brides Fashion Travel Blogs Tools Profile & Needs: Production Approach
  12. 12. Production approach: CMS Profile & Needs: Production approach CTR (+- Average) Shares (+- Average) Time on Page …
  13. 13. 0 5 10 15 20 25 30 35 0 50 100 150 200 250 300 350 400 January/February2015:Cover January/February2015:LustHave January/February2015:WishList1 January/February2015:WishList3 January/February2015:Agenda1 January/February2015:Agenda3 January/February2015:Victoria's… January/February2015:Radar1 January/February2015:Radar3 January/February2015:Alice's… January/February2015:Victoria… January/February2015:BEST… January/February2015:Fashion2 January/February2015:Fashion4 January/February2015:Fashion6 January/February2015:Fashion8 January/February2015:… January/February2015:… January/February2015:… January/February2015:Jewellery January/February2015:LuxeFor… January/February2015:Luxe3 January/February2015:StyleUp-… January/February2015:Beauty… January/February2015:The… January/February2015:Perfume… January/February2015:Wedding January/February2015:ALIST_BODY January/February2015:Hilfiger January/February2015:TheScene January/February2015:Address… 1 2 3 4 5 6 7 8 9 1011121314151617181920212223242526272829303132333435363738394041424344454647484950515253545556575859606162 DATA MODEL DIGITAL EDITION Sum of Full Screen Sum of ga:visitors Sum of 30 seconds Sum of Minute Sum of Link Production approach: Digital Editions Profile & Needs: Production approach
  14. 14. Heatmap: HELLO con la revista High Interest
  15. 15. Production approach: Key Points 1. Does my content works? 2. More articles VS More extension 3. How can I get more readers Profile & Needs: Production approach
  16. 16. Volume Investment - + - + Galleries Celebrities Royalty Health & Beauty Tags Brides Fashion Travel Blogs Tools Profile & Needs: Acquisition Approach
  17. 17. Acquisition approach: Key Points 1. Search Volume does not mean CTR 2. Users as “gatekeepers” Ken Doctor Newsonomics 3. Acquisition = Operations + Opportunity
  18. 18. 0 2000 4000 6000 8000 10000 12000 14000 16000 18000 20000 0 1 2 3 4 5 6 7 8 2013 Content 2014 Content Indexed Content Profile & Needs: Content Life Cycle
  19. 19. Profile & Needs: Content Life
  20. 20. Volume Revenue - + - + Galleries Celebrities Royalty Health & Beauty Tags Brides Fashion Travel Blogs Tools Profile & Needs: Strategic Approach
  21. 21. Strategic approach: eCommerce Profile & Needs: Strategic approach USER ID Logued/NotLogued_ID Channel Channel Campaign ID_Author Article name Channel_Section_Taxonomy Performance by demographic Revenue per author Revenue per Topic Cost channel
  22. 22. Strategic approach: Custom Vars Profile & Needs: Strategic approach USER ID Logued/NotLogued_ID Channel Channel Campaign ID_Author Article name Channel_Section_Taxonomy Performance by demographic Revenue per author Revenue per Topic Cost channel
  23. 23. Strategic approach: eCommerce Profile & Needs: Strategic approach Taxonomy: CPM - Topics
  24. 24. Strategic approach: Key Points 1. Advertising need VS Breaking News 2. Formats VS Advices (Branded Content) 3. Acquisition Cost / Revenue Profile & Needs: Strategic approach
  25. 25. Media: Goals &Tactics
  26. 26. P&L Direct Search (Suggest) Keyword Tools (Wordstream Semrush Scrapping Buzzsomo Majestic Content Plan Hot news Guides - Tips Revie ws Goals & Tactics: Strategic Planning
  27. 27. Volume Revenue- + - + Galleries Celebrities Royalty Health & Beauty Tags Brides Fashion Travel Blogs Tools Goals & Tactics: Strategic Planning Galleries Celebrities Royalty Health & Beauty Tags Brides Fashion Travel Blogs Tools Galleries Celebrities Royalty Health & Beauty Tags Brides Fashion Travel Blogs Tools
  28. 28. Freshness Brand Preference Universal Goals & Tactics: Strategic Planning: Enviroment
  29. 29. Goals & Tactics: Strategic Planning: Comscore
  30. 30. Quality Volume Targeting Goals & Tactics: Strategic Planning: Comscore
  31. 31. Goals & Tactics: Strategic Planning: Comscore
  32. 32. Goals & Tactics: Strategic Planning: Comscore
  33. 33. Goals & Tactics: Strategic Planning: Comscore
  34. 34. Goals & Tactics: Strategic Planning: Comscore
  35. 35. Content Discovery Content + Volume +Section // Content Revenue
  36. 36. Content Discovery Content + Volume +Section // Content Revenue 13K 3K
  37. 37. Pages / Visit 1 4-5 >6 >8 4-8 2-3 1 Visitors Cherry-pickers Fly-byers Fans 2 - 3 Surfers LOST F-b 27.59% 11.04% 5.9% 7.37% 11.54% 4.54% 3.22% 9.92% 5.14% 2.08% 1.67% 4.15% 4.06% 1.54% 1.18% 3.06% 3.33 2.32 1.89 11.35 4.19 1.92 14.80 3.53 1.57 1.521.87 12.51 6.76 2.88 2.79 24.42 % USers Goals & Tactics: Strategic Planning: User Centric
  38. 38. Goals & Tactics: Strategic Planning: User Centric
  39. 39. Channel Time Location P&L: CPM – A/B Cost – UU Goals & Tactics: Strategic Planning: User Centric
  40. 40. Closing notes It´s all about the content • Production • Lifecycle • Objectives
  41. 41. Javier Ortiz Online Acquisition Manager HELLO! @vseo_es uk.linkedin.com/in/javierortizsaiz/

×