1. Demystifying Analytics
CUNY School of Journalism
Hong Qu
@hqu
September 30, 2012
Wednesday, October 3, 12

2. About Me
• Masters degree from UC Berkeley School of
Information
• Designer at YouTube/Google
• First class of CUNY entrepreneurial journalism
students in 2012
• Graduate of Stuyvesant H.S. in NYC
Wednesday, October 3, 12

3. CONTENT
OVERVIEW OF KEY CONCEPTS
• KEY METRICS (KPI)
• USER SEGMENTATION
• OPTIMIZATION TECHNIQUES
SETUP TRACKING AND REPORTS
• WHAT TO TRACK?
• HOW TO READ THE REPORTS
• SOCIAL MEDIA ANALYTICS
DEVISE AN ACTION PLAN
• INSTALL ANALYTICS SOFTWARE
• AUTOMATE REPORTS SCHEDULE
• DATA DRIVEN CONTENT STRATEGY, PROMOTION, DISTRIBUTION, MONETIZATION
Wednesday, October 3, 12

4. KEY CONCEPTS
METRICS USERS SOCIAL MEDIA
• Unique visitors (Reach) • Visitors • Social Media Fans
• Pageviews • Return visitors • Facebook Likes
• Site • Contributors • Twitter Followers
• Category • Registered user • Social Activities
• Author • Content generators • Email shares
• Page • Subscribers • Embeds
• Cost per Thousand (CPM) • Email list subscribers • Facebook shares
• Click through Rate (CTR) • RSS feed subscribers • Retweets
• Revenue • Super users
• Bounce rate • Customer Acquisition Cost
• Traffic sources • Lifetime Value
• Daily/Weekly/Monthly
Wednesday, October 3, 12

5. GOOGLE AD PLANNER
PUBLICLY AVAILABLE STATS FOR ANY SITE
REACH (UNIQUE VISITORS
AUDIENCE DEMOGRAPHICS AND PSYCHOGRAPHICS
USED BY AD AGENCY TO BUY ADS
HTTP://WWW.GOOGLE.COM/ADPLANNER
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8. METRICS FOR PIRATES: AARRR!
ACQUISITION
ACTIVITATION
RETENTION
REFERRAL
REVENUE
HTTP://WWW.YOUTUBE.COM/WATCH?V=IRJGFW0BIRW
Wednesday, October 3, 12

9. HTTP://500HATS.TYPEPAD.COM/500BLOGS/2007/09/STARTUP-METRICS.HTML
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10. HTTP://WWW.SLIDESHARE.NET/DMC500HATS/STARTUP-METRICS-FOR-PIRATES-LONG-VERSION
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11. USAGE LIFECYCLE
The crazy thing is that you probably already have the information you
need, but just aren’t surfacing it in your interface design. The important
thing to remember is that people don’t become passionate overnight or
without cause.
HTTP://BOKARDO.COM/ARCHIVES/DESIGNING-FOR-THE-SOCIAL-WEB-THE-USAGE-LIFECYCLE/
Wednesday, October 3, 12

12. GOOGLE ANALYTICS
INSTALL GOOGLE ANALYTICS
PULLING REPORTS
HOW TO MAKE DECISIONS BASED ON REPORTS?
KEY METRICS TO MONITOR
SCHEDULE AUTOMATIC EMAIL REPORTS
REAL TIME ANALYTICS
HTTPS://MASHABLE.COM/2011/05/24/HOW-TO-USE-GOOGLE-ANALYTICS/
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17. BIT.LY
BIT.LY SHORTENS URLS
HTTP://WWW.NYTIMES.COM/2012/05/16/BUSINESS/MEDIA/GM-TO-QUIT-FACEBOOK-AD-CAMPAIGN-WORTH-10-
MILLION-A-YEAR.HTML?_R=1&HP
HTTP://BIT.LY/IW4VLW
HOW TO CREATE A CUSTOM URL
HTTP://BIT.LY/MYPRESENTATION
HTTP://WWW.SLIDESHARE.NET/PAPR8TZI/BITLY-TUTORIAL
Wednesday, October 3, 12

18. FACEBOOK INSIGHTS
FANS How is Virality defined for each of my Page posts?
Virality is the number of people who have created a
story from your post as a percentage of the number of
people who have seen it.
FRIENDS OF FANS
LIKES
REACH
VIRALITY
POST ACTIVITY
HTTP://WWW.MARKETINGSAVANT.COM/2011/12/A-TUTORIAL-ON-THE-NEW-FACEBOOK-INSIGHTS/
Wednesday, October 3, 12

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20. RECOMENDATIONS
1. OPTIMIZE CONTENT STRATEGY (BEAT) MONETIZE BY RESHAPING
CONTENT STRATEGY AND
2. OPTIMIZE TAXONOMY AND SITE SITE DESIGN
NAVIGATION (DESIGN)
3. OPTIMIZE STORYTELLING (WRITING, ACCELERATE USER BASE
PHOTOGRAPHY, VIDEO) GROWTH BY OPTIMIZING
DISTRIBUTION
4. OPTIMIZE PACKAGING (HEADLINE,
THUMBNAIL)
BOOST PAGEVIEWS BY
5. OPTIMIZE DISTRIBUTION (SHARES, RECYCLING THE ARCHIVE
TRAFFIC SOURCES) STORIES
Wednesday, October 3, 12

21. ACTION PLAN
GOOGLE ANALYTICS
• EMAIL REPORTS
• DASHBOARDS
• GOOGLE ANALYTICS REAL TIME
FACEBOOK INSIGHTS
BIT.LY CUSTOM URLS
CUSTOMER SEGMENTATION AND LIFECYCLE
GOOGLE AD PLANNER
Wednesday, October 3, 12

22. Questions and Discussion
Hong Qu @hqu
Wednesday, October 3, 12