Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.

SES 2015 Using analytics to make sense of your data

3 527 vues

Publié le

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

Publié dans : Données & analyses

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/

×