Publishers presentation ucl
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Presentation to the publishers forum at University College London on the use of analytics and content targeting.
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Publishers presentation ucl
- 1. A Clearer Path to Online Success Stephen Morgan, Managing Director Squiz UK
- 2. Why do we use analytics? More Better Educated Data Analysis Effective Business Action Website Outcomes
- 3. How do we use analytics (really)?
- 4. How do we use analytics (really)?
- 5. 5
- 6. Define your business objectives Who do we want to come to our site? What do we What is our want them to website for? do on our site? How do we define success?
- 7. Objective: Increase online subscriptions Focused lines of enquiry: How are we driving online subscriptions? When are we driving online subscriptions? Where are we driving online subscriptions? From whom are we driving online subscriptions? To what extent are we driving online subscriptions?
- 8. Objective: Drive online subscriptions How are we driving online subscriptions? KPI: total £s subscriptions v.s traffic source When are we driving online subscriptions? KPI: number of subscriptions v.s. day of the week Where are we driving online subscriptions? KPI: subscriptions per visit v.s visitor location From whom are we driving online subscriptions? KPI: subscriptions per visit v.s new/returning visitor To what extent are we driving online subscriptions? KPI: subscriptions v.s. visits or £ online v.s £ offline
- 9. Questions first Focused Relevant / Actionable questions outcome- insights Educated related data Action
- 10. Objective: maximise audience response • Maximise retention of information • Maximise agreement • Maximise passion
- 11. What have you been drinking? DRANK COFFEE AUDIENCE % OF MEMBERS AVERAGE AVERAGE LEVEL OR WATER MEMBERS AGREE WITH AMOUNT OF OF SPEAKER INFO RETAINED ENTHUSIASM WATER 26 15% (4) 52% (MEDIUM) MEH COFFEE 14 86% (12) (61% HIGH) CRAZED Hmm.. There’s something in this coffee…
- 12. Fancy a coffee?
- 13. Analysis focused on business objectives More Better Educated Data Analysis Effective Business Action Website Outcomes
- 14. Insights... what to do with them… More Better Educated Data Analysis Effective Business Action Website Outcomes
- 15. Controlled experimentation. Fail faster
- 16. 1,2,3 Testing More Better Educated Data Analysis Effective Business Action Website Outcomes
- 17. Squiz Tests
- 18. > 18
- 19. Reporting to key stakeholders is very important
- 20. Context aware content targeting More Better Educated Data Analysis Effective Business Action Website Outcomes
- 21. Context is king • To effectively target content, we need to understand the users context: > Device > Location > User type and prior history > The search term they used to find us > Referring site
- 22. From understanding comes great things • Once we understand: > What our analytics data is telling us > The results of our testing > Our users’ context • We can start to target content in real time
- 23. 23
- 24. 24
- 25. 25
- 26. 26
- 27. Learn, improve, grow DATA MORE AND BETTER ANALYSIS TRAFFIC BETTER EDUCATED BUSINESS ACTION OUTCOMES MORE EFFECTIVE WEBSITE
- 28. Key points • Strategy before data > Focus on business objectives > Decide KPIs before viewing reports • Test, test, test! • Start the process of content targeting • Test some more! 28
- 29. Thank you, any questions? Stephen Morgan Email: smorgan@squiz.co.uk
Notas del editor
- Analytics used to gain insights that ultimately lead to better / real business outcomes.
- We normally dive straight in to data in hope of finding helpful conclusions
- Analytics reports are usually too complicated to understand and therefore not used OR too simplistic and therefore don’t provide enough meaning to be useful.
- but this tends not to lead to useful insights.
- The way to find these is to define what you want to know first. Start with basic question: what ultimately are you looking to achieve online?
- Let’s say it’s to drive online subscriptions. These are the sort of key questions to focus on, as they relate directly to your ultimate objective.
- Map ‘key performance indicators’ on to these questions, then seek values for them in Analytics.
- Putting questions first lets you cut straight through the relevant data. The most relevant and actionable insights will stem from that.
- Another example of this process: me looking to maximise impact of presentation: my aims on the slide.
- Looking for analytics to answer questions directly relating to those aims, with relevant KPIs. The gives best chance of reaching actionable insights
- like ‘it’s better when audience members drink coffee’.
- Analysis now straightforward and immediately and clearly usable because fully driven by / tied to your bottom line aim.
- You have the right data now but not always easy to know what changes to make.
- Controlled experimentation is a valuable way of finding the right response to make. ‘fail’ asap by identifying deficient areas and changing them.
- a/b testing answer question of what changes to make. It’s also a powerful way of getting changes made. It bypasses delays and opinions that typify the normal process of analyst > decision maker > inaction.
- Squiz Analytics has a great a/b testing feature.
- Squiz Analytics has a great a/b testing feature.
- a/b testing answer question of what changes to make. It’s also a powerful way of getting changes made. It bypasses delays and opinions that typify the normal process of analyst > decision maker > inaction.
- Another example of this process: me looking to maximise impact of presentation: my aims on the slide.
- Another example of this process: me looking to maximise impact of presentation: my aims on the slide.
- Adding traffic to the big picture of your online activity.