The presentation submitted for the Adobe Analytics Competition in 2013. The client was Conde Nast and WIred.com was the online magazine analyzed.

1. Conde Nast Audience Development
team
heisenberg
15
Mellissa Pitts
Mellissa P itts
Omar Shawki
Omar S hawki
Pa nos Anadiotis
Panos
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91

2. AGENDA
• Project Overview
– Objectives and KPIs
• Key Audience Segments
• Observations and Analysis
• Recommendations
• Conclusion
2
team
heisenberg
2

3. WHO ARE WE REACHING OUT TO?
Everybody who ―needs‖ information or news about technology and
its impact on the broader world (includes
entertainment, business, science, politics and culture)
WHY ARE WE DOING THIS?
To acquire, retain and grow
Acquire people who are not WIRED yet
Retain those who are already WIRED
Grow frequent engagement across all channels
3
team
heisenberg
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4. OK. BUT WHY ARE WE REALLY DOING
THIS?
To position WIRED.com in the eyes of the advertisers
as the most valuable and highly targeted
advertising medium in the technology world
Leading
to
Revenue increase for WIRED and Condé Nast
4
team
heisenberg
4

5. WHAT WILL WE MEASURE?
Our KPIs
Traffic
Frequency
Engagement
Returning Visitors
Pages per Visit
# of Visitors
Time per Visit
Visits per Visitor
# of Shares
# of Visits
Frequency of
Visits
# of Comments
5
team
heisenberg
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6. KEY AUDIENCE SEGMENTS
Focal Audience
Segments
1. Direct/Typed
Bookmarked
2. Social
Networks
3. Referral Sites
% of users
who spent
8+ mins a
month
6
% of users who visited
4+ times a month
team
heisenberg
6

7. OVERALL OBSERVATIONS
• Number of monthly visits during September 2013
decreased from October 2012 figures –  5%
• The way in which visitors reached the site has seen a
significant shift:
Oct 2012
Sept 2013
13%
18%
40%
31%
Typed/Bookmarked
Search Engines
21%
Social Networks
Typed/Bookmarked
Search Engines
Social Networks
23%
Other Web Sites
Other Web Sites
28%
26%
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team
heisenberg
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8. FREQUENT VISITORS (those with 5+ visits per month)
The majority of frequent visitors – 60% – came via Typed
URL/Bookmarks. They were the most engaged readers with 3.87
page views per visit.
Frequency return rate
for visitors from social
networks increased
by 25.5%
4.50
4.00
3.50
3.00
Page Views per Visit
2.50
2.00
1.50
Oct-12
Sep-13
1.00
0.50
0.00
Typed/Bookmarked Social Networks
Other Web Sites
Search Engines
They also consumed
more content with an
increase of 30.8% in
pages viewed per visit
Referrer Type for Frequent Visistors
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team
heisenberg
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9. WHERE DO OUR FREQUENT
VISITORS GO?
Sections our Frequent Visitors Visit Most
18.0%
16.0%
14.0%
12.0%
10.0%
% of Visits
8.0%
6.0%
4.0%
2.0%
0.0%
• WIRED Science and Gadget Lab are high target sections for our
frequent visitors.
• Transparency on the Mobify pages would enhance the ability to
analyze the behavior of visitors via mobile/tablet devices.
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heisenberg
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10. USER EXPERIENCE
• 80% Bounce Rate for http://www.wired.com/search out
of 1.3M Unique Visitors
Misleading
information for
visitors.
Most likely due
to clicking
directly on
search key
instead of
―hovering over.‖
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team
heisenberg
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11. WHAT ABOUT THE NEWSLETTER?
Newsletter visits over last 12 months
9,814
Visits at
demographics
page
31,417
Visits at
signup page
Non-prominent location of link in footer is
detracting from potential newsletter signups
6,321
Visits at thank
you page
Miniscule compared to total
number of visits: 783,540,743
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team
heisenberg
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12. FITTING THIS BACK TO OUR READERS
• Content is King
– Quality, searchable content that meets readers’ interests and
positions WIRED.com as a leader for information on trends in
consumer technology.
• With the rise in social media and the ―consumer critic,‖
it is essential to make it easy for readers to engage
with content by asking for readers’ opinions and having
writers respond to comments.
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team
heisenberg
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13. RECOMMENDATION - 1
• Offer Native Advertising:
– Provides an opportunity for advertisers to position themselves
as thought leaders in identified high value content. This will
impact all metrics areas by attracting new visitors, increasing
the frequency of returning users and also engage readers.
• Roadblocks:
– It can be a sizeable investment to sell-in the platform, but once
implemented and companies sign up (paying WIRED $300000-$500,000/year for hosting* per advertiser), the earned
media will be beneficial for both parties.
Impact:
Traffic
3%
Frequency Engagement
 4%
 4%
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team
heisenberg
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14. RECOMMENDATION - 2
• Increase content
sharing via social
media:
– Test auto-scrollable
social media bar for
readers to share
content on social
networks
– Use Adobe Social to
keep readers WIRED
and interact with them
via social platforms.
Impact:
Traffic
5%
Frequency Engagement
 2%
 5%
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team
heisenberg
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15. RECOMMENDATION - 3
• Increase targeted content via newsletters:
– Can provide higher value to readers—and ultimately
advertisers – by serving up content that they trend toward.
Suggestion is to narrow down the categories of content
readers are interested in when they sign up.
Currently the newsletter
interests are not geared
towards the sections and
topics covered on
WIRED.com
Impact:
Traffic
5%
Frequency Engagement
 5%
 1%
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team
heisenberg
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16. RECOMMENDATION - 4
• Site Navigation:
Techcrunch has an Instant search tool
– Test a pinned menu bar
(including instant search
tool text box) on
WIRED.com with the
intention to increase page
views per visit. Currently to
access the navigation
bar, this requires readers to
constantly scroll to the top
to access the search tool
and find specific website
sections. WIRED.com can
easily optimize this on all
pages with little investment.
Mashable has pinned navigation bar as you scroll
Impact:
Traffic
2%
Frequency Engagement
 2%
 5%
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team
heisenberg
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17. CONCLUSION
• By implementing the aforementioned
recommendations, WIRED.com will be uniquely
positioned to connect with readers.
• A seamless website and customer optimization will
increase: repeat visitors, time spent and traffic —thus
improving WIRED.com’s ranking and domain value –
and ultimately leading to an increase in ad impressions.
• A native advertising platform guarantees WIRED an
upfront subscription fee.
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team
heisenberg
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18. THANK YOU