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Analytics Case Studies | WAW | Tiffany Sumuel

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Analytics Case Studies | WAW | Tiffany Sumuel

  1. 1. ©Fathom SEO, LLC, all rights reserved 2012 Valuing a Healthcare Site 1
  2. 2. ©Fathom SEO, LLC, all rights reserved 2012 Healthcare Site Valuation Content rich sites such as healthcare can be valued via the newly created Hit to Convert ratio and the Value per Hour perspective by highlighting revenue generation and areas of opportunity Concept: Creating a visual path of value from acquisition all the way through to a concrete measure of value The focus can be healthcare division, pages, region, or other segment
  3. 3. ©Fathom SEO, LLC, all rights reserved 2012 Healthcare Site Valuation Healthcare template proposes a digital valuation of content, region, division by providing a guided view from acquisition to value per hour.
  4. 4. ©Fathom SEO, LLC, all rights reserved 2012 Churn by Segment (example) Churn represents visitor loyalty. Cost of Churn is the visitor value times lost returning visitors True churn is a month over month comparison of returning visitors. Normalized churn is a month compared to the 12 month rolling average. Each chart contains a different visitor segment giving the client the opportunity to determine cause of change and value of segment
  5. 5. Visualization of Site by Content/Page
  6. 6. ©Fathom SEO, LLC, all rights reserved 2012 cept: Representing - What is vs. What if? Visualization of Site Value by Region
  7. 7. ©Fathom SEO, LLC, all rights reserved 2012 Valuation Concept Acquisition- Represents the number of visitors obtained via the associated dimension. Acquisition Impact- Expressed in terms of bounce rate. If a visitor visits and consumes one page and exits the site, the visit had a lower value than a visit with greater content consumption. Consumption – This section quantifies the amount of information consumed via the associated dimension in pages and time. Opportunity - New visitors represent and opportunity to create a strong brand impression. Loyalty- represents the consumer commitment to brand. By returning, they express loyalty. Commitment – Highlights the visitors completion of an intended goal of the site such as setting an appointment or signing up for a
  8. 8. ©Fathom SEO, LLC, all rights reserved 2012 Valuation Factors Hit to convert – How many visits does my site get before a conversion happens? Example – Hit to convert rate of 100 means that for every 100 visits the site gets a conversion. Value perHour– Simply representing the total goal value in hours (i.e. there are 744 hours per month). My site generates $7.5M in revenue or goal value or over $10K an hour. True churn is a month over month comparison of returning visitors. Positive suggests an increase in returning visitors month over month. Normalized churn is a month compared to the 12 month rolling average. Negative suggests that the outer months had a much higher average count of returning visitors. Site loyalty may be declining.

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