Introduction to Web Analytics<br />The harsh realities of online measurement for Journalists<br />mike<br />patrick<br />&...
00<br />You will learn five things from us<br />01 Web analytics is about the truth<br />02 Publishers care about money<br...
00<br />WARNING:<br />The following presenters are not journalists, editors, publishers, fact checkers or anything like th...
Patrick – Not a Journalist<br />Strategist, Idea Couture<br />Runs Toronto Web analytics group<br />Got first job through ...
Mike – Not a Journalist<br />Analytics Manager, Rogers <br /><ul><li>Member of eMetrics advisory panel
Hasn’t updated his blog since April ‘09
New condo buyer
Recovering chronic nail biter
Secretly hates Patrick (and wishes he would shave his beard)
Not a huge fan of the iPad…yet</li></ul>mike<br />patrick<br />&<br />
Why we’re over-sharing<br />mike<br />patrick<br />&<br />
01<br />WEB ANALYTICS IS ABOUT THE TRUTH!<br />
01<br />Web analytics is the collection, measurement, analysis and reporting of internet data for purposes of understandin...
Yes, we know… that sounds academic<br />mike<br />patrick<br />&<br />
Think of Web analytics like a two-way mirror for a website<br />mike<br />patrick<br />&<br />
Mirror, Side A<br />mike<br />patrick<br />&<br />
Mirror, from behind<br />mike<br />patrick<br />&<br />
Without getting to technical<br />Good websites contain analytics code<br />When you arrive, we know where you come from<b...
And we learn plenty<br />Good websites analysts know<br />Who is visiting the site<br />Where they go on the site<br />Wha...
NOTE: This is not a big brother scenario <br />mike<br />patrick<br />&<br />
You’re just part of a crowd…<br />mike<br />patrick<br />&<br />
We use data to uncover the truth about websites<br />mike<br />patrick<br />&<br />
Clickstream<br />01<br />Multiple Outcomes & Analysis<br />Experimentation and Testing<br />Voice of Visitor<br />Competit...
who what where<br />Clickstream<br />01<br />goals objectives<br />Multiple Outcomes & Analysis<br />what if<br />Experime...
On the plus side…<br />mike<br />patrick<br />&<br />
Web analytics is about truth that drives change<br />mike<br />patrick<br />&<br />
You’re on the other side of the mirror<br />mike<br />patrick<br />&<br />
We don’t want to be harsh here… <br />mike<br />patrick<br />&<br />
01<br />For journalists, Web analytics is a resource that can help you understand how people find, consume, and interact w...
Is your content being consumed online?<br />Clickstream<br />01<br />Multiple Outcomes & Analysis<br />Are people interact...
Web analytics will get you to the truth about your writing<br />mike<br />patrick<br />&<br />
So while we’re on the topic of truth…<br />mike<br />patrick<br />&<br />
02<br />PUBLISHERS CARE ABOUT MONEY<br />
Here’s how it works online… <br />mike<br />patrick<br />&<br />
02<br />METRICS THAT IMPACT REVENUE<br />unique visitors = total number of visitors to your site in a time period, usually...
02<br />METRICS THAT IMPACT REVENUE<br />unique visitors = total number of visitors to your site in a time period, usually...
Sell through rate<br />1000<br />Ad Revenue<br />02<br />HOW AD REVENUE IS CALCULATED<br />Total Ad Impressions<br />Cost ...
Sell through rate<br />1000<br />Ad Revenue<br />02<br />WHAT JOURNALISTS CAN IMPACT<br />Total Ad Impressions<br />Cost p...
Understanding your impact<br />Site revenue increases if:<br />Increase Unique Visitors (Growth)<br />Increase Visits per ...
02<br />FACTORS THAT IMPACT<br />METRICS THAT IMPACT REVENUE<br />unique visitors = how much is your content being shared ...
I thought this was about Web analytics?<br />mike<br />patrick<br />&<br />
03<br />YOU’RE EVALUATED ON DATA<br />
03<br />YOUR PUBLISHER’S DREAM<br />
But it’s not just about the Benjamins<br />mike<br />patrick<br />&<br />
A page view is just a page viewed…<br />mike<br />patrick<br />&<br />
Window shopping versus action<br />mike<br />patrick<br />&<br />
03<br />THERE ARE MORE THAN JUST PAGE VIEWS<br />INTEREST<br />INTERACTION<br />page views<br />rate<br />print<br />comme...
Are you controversial?<br />mike<br />patrick<br />&<br />
How likely is it for someone to view you again?<br />mike<br />patrick<br />&<br />
03<br />INTERACTION METRICS MATTER TOO<br />they go much deeper than page views<br />they measure your influence<br />they...
03<br />Whether it’s tracking your page views or the interactions resulting from your articles, the performance of your co...
04<br />WEB ANALYTICS DATA CAN MAKE YOU “BETTER”<br />
Now you know how you’re being graded<br />mike<br />patrick<br />&<br />
04<br />When you know what you’re being measured on and why you’re being measured on it, and you care about revenue, you c...
Did they just say what I think they just said?<br />mike<br />patrick<br />&<br />
04<br />When you know what you’re being measured, why you’re being measured on it, and you care about revenue, you can inf...
04<br />When you know what you’re being measured, why you’re being measured on it, and you care about revenue, you can inf...
How and what you write impacts findability<br />mike<br />patrick<br />&<br />
04<br />WHY FINDABILITY MATTERS<br />findability= more unique visitors<br />more unique visitors = more page views<br />mo...
… hopefully this is starting to make sense now<br />mike<br />patrick<br />&<br />
04<br />HOW YOU GET FOUND<br />FIND THROUGH TITLE<br />FIND THROUGH SEARCH<br /><ul><li>The headlines & sub-headlines you ...
The words you use impact whether search engines pick up your articles</li></ul>Article<br /><ul><li>The topic, timeliness,...
The consistency of your writing impacts whether people look for you in the future</li></ul>FIND BY BEING SHARED<br />FIND ...
04<br />PADDING YOUR STATS<br />SEARCH<br />SHARED<br />TITLE<br />YOUR<br />ARTICLE(S)<br />publisher<br />site<br />othe...
Unfortunately we can’t help you become notorious<br />mike<br />patrick<br />&<br />
Search (engine optimization)<br />Your search results will be better if you:<br />Write using words that your audience com...
Title (Headline testing)<br />Learn from email testing:<br />The quality of your headline impacts clicks<br />There is no ...
Sharing (On other sites) <br />Sharing is about ego:<br />Share yourself. Set up your own social media presence.<br />Put ...
Everything you do will impact your numbers<br />mike<br />patrick<br />&<br />
04<br />Optimizing your story for findabability will make you “better” from an analytics perspective. Whether you’re an aw...
05<br />THIS IS NOT SCARY<br />
Yes, there’s a lot of data<br />mike<br />patrick<br />&<br />
Yes, there’s a bit of technology involved<br />mike<br />patrick<br />&<br />
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Introduction to Web Analytics for Journalists

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A presentation from the Innovate News conference. Web analytics is a discipline focused on the measurement, collection, analysis and reporting of internet data in order to understand and optimize how a website is being used. And when it comes to online journalism, it's how publishers decide whether your article was a winner or a failure. During this engaging session, Patrick Glinski, a digital strategist at Idea Couture, and Mike Sukmanowsky, Manager of Digital analytics at Rogers Media, will provide a foundational course in Web analytics by providing a frank look at how publishers determine the success of stories online. Attendees will walk away with a concrete understanding of the tools of the trade and how access to a little data can dramatically improve their popularity.

Publié dans : Technologie, Business

Introduction to Web Analytics for Journalists

  1. Introduction to Web Analytics<br />The harsh realities of online measurement for Journalists<br />mike<br />patrick<br />&<br />
  2. 00<br />You will learn five things from us<br />01 Web analytics is about the truth<br />02 Publishers care about money<br />03 You’re evaluated on data <br />04 Web analytics data can make you “better”<br />05 This is not scary<br />
  3. 00<br />WARNING:<br />The following presenters are not journalists, editors, publishers, fact checkers or anything like that. Mike does have a blog (not a lot of people read it). Patrick once tried to write a screenplay about robots (never made it past act 2). Anyways, I digress. What we’re trying to say is that during this presentation we’ll be making some assumptions about your role, and use words like “revenue” and “ads” that may offend your journalistic integrity. We’re not going to tell you how to do your job, but you’re part of an ecosystem. The more money you make your publisher, the more money you’ll see back. That’s why you should probably be interested in Web analytics. <br />mike<br />patrick<br />&<br />
  4. Patrick – Not a Journalist<br />Strategist, Idea Couture<br />Runs Toronto Web analytics group<br />Got first job through nepotism<br />Failed at P90X over a dozen times<br />Poor at spelling<br />Obsessed with scarves<br />Swears too much at work<br />Learning how to sew<br />Drinks a little too much<br />mike<br />patrick<br />&<br />
  5. Mike – Not a Journalist<br />Analytics Manager, Rogers <br /><ul><li>Member of eMetrics advisory panel
  6. Hasn’t updated his blog since April ‘09
  7. New condo buyer
  8. Recovering chronic nail biter
  9. Secretly hates Patrick (and wishes he would shave his beard)
  10. Not a huge fan of the iPad…yet</li></ul>mike<br />patrick<br />&<br />
  11. Why we’re over-sharing<br />mike<br />patrick<br />&<br />
  12. 01<br />WEB ANALYTICS IS ABOUT THE TRUTH!<br />
  13. 01<br />Web analytics is the collection, measurement, analysis and reporting of internet data for purposes of understanding and optimizing web usage<br />
  14. Yes, we know… that sounds academic<br />mike<br />patrick<br />&<br />
  15. Think of Web analytics like a two-way mirror for a website<br />mike<br />patrick<br />&<br />
  16. Mirror, Side A<br />mike<br />patrick<br />&<br />
  17. Mirror, from behind<br />mike<br />patrick<br />&<br />
  18. Without getting to technical<br />Good websites contain analytics code<br />When you arrive, we know where you come from<br />When you visit, we know what you visit<br />When you choose, we know what you liked best<br />When you use, we know how you navigate<br />When you like, we know what you value<br />When you search, we know what you search for<br />When you receive, we know if you opened<br />When you leave, we know where you left from<br />mike<br />patrick<br />&<br />
  19. And we learn plenty<br />Good websites analysts know<br />Who is visiting the site<br />Where they go on the site<br />What content they like the most<br />What content they like the least<br />What content people share the most<br />What content people interact with most<br />What content people talk about the most<br />mike<br />patrick<br />&<br />
  20. NOTE: This is not a big brother scenario <br />mike<br />patrick<br />&<br />
  21. You’re just part of a crowd…<br />mike<br />patrick<br />&<br />
  22. We use data to uncover the truth about websites<br />mike<br />patrick<br />&<br />
  23. Clickstream<br />01<br />Multiple Outcomes & Analysis<br />Experimentation and Testing<br />Voice of Visitor<br />Competitive Intelligence<br />Insights<br />
  24. who what where<br />Clickstream<br />01<br />goals objectives<br />Multiple Outcomes & Analysis<br />what if<br />Experimentation and Testing<br />why<br />Voice of Visitor<br />What else<br />Competitive Intelligence<br />Insights<br />mike<br />patrick<br />&<br />
  25. On the plus side…<br />mike<br />patrick<br />&<br />
  26. Web analytics is about truth that drives change<br />mike<br />patrick<br />&<br />
  27. You’re on the other side of the mirror<br />mike<br />patrick<br />&<br />
  28. We don’t want to be harsh here… <br />mike<br />patrick<br />&<br />
  29. 01<br />For journalists, Web analytics is a resource that can help you understand how people find, consume, and interact with your content online so you can improve.<br />
  30. Is your content being consumed online?<br />Clickstream<br />01<br />Multiple Outcomes & Analysis<br />Are people interacting with the content?<br />Experimentation and Testing<br />Are you improving?<br />Voice of Visitor<br />Competitive Intelligence<br />Insights<br />mike<br />patrick<br />&<br />
  31. Web analytics will get you to the truth about your writing<br />mike<br />patrick<br />&<br />
  32. So while we’re on the topic of truth…<br />mike<br />patrick<br />&<br />
  33. 02<br />PUBLISHERS CARE ABOUT MONEY<br />
  34. Here’s how it works online… <br />mike<br />patrick<br />&<br />
  35. 02<br />METRICS THAT IMPACT REVENUE<br />unique visitors = total number of visitors to your site in a time period, usually monthly<br />visitors = total number of visits to your site in a time period, usually measured monthly <br />page views = number of pages seen by your visitors<br />impressions= number of ads you serve to your audience <br />
  36. 02<br />METRICS THAT IMPACT REVENUE<br />unique visitors = total number of visitors to your site in a time period, usually monthly<br />visitors = total number of visits to your site in a time period, usually measured monthly <br />page views = number of pages seen by your visitors<br />impressions= number of ads you serve to your audience <br />people<br />visit your publishers site<br />to view interesting content<br />and your publisher pushes ads at them <br />
  37. Sell through rate<br />1000<br />Ad Revenue<br />02<br />HOW AD REVENUE IS CALCULATED<br />Total Ad Impressions<br />Cost per thousand<br />mike<br />patrick<br />&<br />
  38. Sell through rate<br />1000<br />Ad Revenue<br />02<br />WHAT JOURNALISTS CAN IMPACT<br />Total Ad Impressions<br />Cost per thousand<br />Impressions<br />Visits<br />Page Views<br />Unique Visitors<br />Unique Visitors<br />Visits<br />Page Views<br />Loyalty<br />Engagement<br />Growth<br />mike<br />patrick<br />&<br />
  39. Understanding your impact<br />Site revenue increases if:<br />Increase Unique Visitors (Growth)<br />Increase Visits per Unique Visitor (Loyalty)<br />Increase Pageviews per Visit (Engagement)<br />Increase CPM (Revenue)<br />Increase Sellthrough Rate (Revenue)<br />mike<br />patrick<br />&<br />
  40. 02<br />FACTORS THAT IMPACT<br />METRICS THAT IMPACT REVENUE<br />unique visitors = how much is your content being shared with others online? <br />visitors = how much does your writing impact the loyalty of readers?<br />page views = how often do your articles get read, if at all?<br />impressions= do readers get through your articles?<br />
  41. I thought this was about Web analytics?<br />mike<br />patrick<br />&<br />
  42. 03<br />YOU’RE EVALUATED ON DATA<br />
  43. 03<br />YOUR PUBLISHER’S DREAM<br />
  44. But it’s not just about the Benjamins<br />mike<br />patrick<br />&<br />
  45. A page view is just a page viewed…<br />mike<br />patrick<br />&<br />
  46. Window shopping versus action<br />mike<br />patrick<br />&<br />
  47. 03<br />THERE ARE MORE THAN JUST PAGE VIEWS<br />INTEREST<br />INTERACTION<br />page views<br />rate<br />print<br />comment<br />recommend<br />send to a friend<br />(social) bookmark<br />mike<br />patrick<br />&<br />
  48. Are you controversial?<br />mike<br />patrick<br />&<br />
  49. How likely is it for someone to view you again?<br />mike<br />patrick<br />&<br />
  50. 03<br />INTERACTION METRICS MATTER TOO<br />they go much deeper than page views<br />they measure your influence<br />they put you inside your readers’ heads and hearts<br />they can indicate rising storiesbefore the page views follow <br />they can help predict the future<br />
  51. 03<br />Whether it’s tracking your page views or the interactions resulting from your articles, the performance of your content can be measured.<br />
  52. 04<br />WEB ANALYTICS DATA CAN MAKE YOU “BETTER”<br />
  53. Now you know how you’re being graded<br />mike<br />patrick<br />&<br />
  54. 04<br />When you know what you’re being measured on and why you’re being measured on it, and you care about revenue, you can influence your metrics by changing what and how you write.<br />
  55. Did they just say what I think they just said?<br />mike<br />patrick<br />&<br />
  56. 04<br />When you know what you’re being measured, why you’re being measured on it, and you care about revenue, you can influence your metrics by changing what and how you write.<br />
  57. 04<br />When you know what you’re being measured, why you’re being measured on it, and you care about revenue, you can influence your metrics by changing what and how you write.<br />Seeing your articles shared<br />Reaching new audiences<br />Involving people in your media<br />The ego of popularity<br />People reading your articles<br />
  58. How and what you write impacts findability<br />mike<br />patrick<br />&<br />
  59. 04<br />WHY FINDABILITY MATTERS<br />findability= more unique visitors<br />more unique visitors = more page views<br />more page views = more impressions & interactions<br />more impressions & interactions= …<br />
  60. … hopefully this is starting to make sense now<br />mike<br />patrick<br />&<br />
  61. 04<br />HOW YOU GET FOUND<br />FIND THROUGH TITLE<br />FIND THROUGH SEARCH<br /><ul><li>The headlines & sub-headlines you use impact whether someone clicks on your article from your publisher’s home page
  62. The words you use impact whether search engines pick up your articles</li></ul>Article<br /><ul><li>The topic, timeliness, quality, controversial nature of content impacts sharing
  63. The consistency of your writing impacts whether people look for you in the future</li></ul>FIND BY BEING SHARED<br />FIND BY NOTORIETY<br />mike<br />patrick<br />&<br />
  64. 04<br />PADDING YOUR STATS<br />SEARCH<br />SHARED<br />TITLE<br />YOUR<br />ARTICLE(S)<br />publisher<br />site<br />other sites<br />NOTORIETY<br />mike<br />patrick<br />&<br />
  65. Unfortunately we can’t help you become notorious<br />mike<br />patrick<br />&<br />
  66. Search (engine optimization)<br />Your search results will be better if you:<br />Write using words that your audience commonly uses<br />Conduct keyword research to find relevant words<br />Use keyword phrases that you would like to be ranked for in the body text of the article<br />Use a natural combination of keywords by page as you would in a conversation<br />Seed your article on other sites<br />mike<br />patrick<br />&<br />
  67. Title (Headline testing)<br />Learn from email testing:<br />The quality of your headline impacts clicks<br />There is no perfect formula, so try many ways<br />Imagine there is no body and ask if you would click<br />Compare many articles to see click-through rates<br />mike<br />patrick<br />&<br />
  68. Sharing (On other sites) <br />Sharing is about ego:<br />Share yourself. Set up your own social media presence.<br />Put your articles on other relevant sites.<br />Pose a question or write as a conversation.<br />mike<br />patrick<br />&<br />
  69. Everything you do will impact your numbers<br />mike<br />patrick<br />&<br />
  70. 04<br />Optimizing your story for findabability will make you “better” from an analytics perspective. Whether you’re an award winner or just starting out, the more readers you have, the more impact you create. <br />
  71. 05<br />THIS IS NOT SCARY<br />
  72. Yes, there’s a lot of data<br />mike<br />patrick<br />&<br />
  73. Yes, there’s a bit of technology involved<br />mike<br />patrick<br />&<br />
  74. 05<br />LEARN JUST ENOUGH<br />Know the metrics you impact – hopefully we’ve helped you accomplish that one.<br />Experiment and see results – change a headline, pose a question, include key words<br />Ask for your performance data – someone just like us will feel briefly important.<br />Monitor what you impact – forget about the rest, unless you’re looking for a career change.<br />
  75. There are a lot of resources<br />Where to get started with Web analytics<br />webanalyticsdemystified.com/Wednesday (free events)<br />webanalyticsdemystified.com/content/books.asp (free books)<br />tech.groups.yahoo.com/group/webanalytics/ (free help)<br />analytics.google.com (free tool)<br />webanalyticsassociation.org (paid organization)<br />emetrics.org/toronto/ (paid event)<br />mike<br />patrick<br />&<br />
  76. The best place to go is to your (free) analyst<br />mike<br />patrick<br />&<br />
  77. 05<br />The content you produce is part of the online experience. A Web analysts job is to optimize the online experience. Ask them to help you get and interpret your performance data. <br />
  78. It’s not scary because there are people to help<br />mike<br />patrick<br />&<br />
  79. 00<br />You will learn five things from us<br />01 Web analytics is about the truth<br />02 Publishers care about money<br />03 You’re evaluated on data <br />04 Web analytics data can make you “better”<br />05 This is not scary<br />
  80. X0<br />PHOTO CREDITS<br />Wahig<br />Zack turbo<br />Lopolis<br />Swamibu<br />seretuaccidente<br />gruntzooki<br />Patterned<br />Davestfu<br />Frcsyk<br />Unusualimage<br />Larskflem<br />Splorp<br />416style<br />Serhio<br />Jurvetson<br />Jon_Marshall<br />Slantyeyed<br />Steveleggat<br />Sifter<br />Recurrence<br />Yandle<br />Megaul<br />Shannon K<br />Satoru <br />Kikuchi<br />Squeaky<br />Marmot<br />arbyreed<br />mike<br />patrick<br />&<br />

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