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

1. Using Analytics to Make Sense of Your Audience Data
Javier Ortiz – HELLO!

2. FOTO DE UN REPORT

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. who & what
profile & needs

5. Profile & Needs
Advertising
Behavior
eCommerceGoals
Social
Vanity Metrics
Acquisition

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. noise

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. Profile & Needs: Content Approach

10. Profile & Needs: Production Approach

11. Volume
Engagement- +
-
+
Galleries
Celebrities
Royalty
Health
&
Beauty
Tags
Brides
Fashion
Travel
Blogs
Tools
Profile & Needs: Production Approach

12. Production approach: CMS
Profile & Needs: Production approach
CTR (+- Average)
Shares (+- Average)
Time on Page
…

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. Heatmap: HELLO con la revista
High
Interest

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. Volume Investment
- +
-
+
Galleries
Celebrities
Royalty
Health
&
Beauty
Tags
Brides
Fashion
Travel
Blogs
Tools
Profile & Needs: Acquisition Approach

17. Acquisition approach: Key Points
1. Search Volume does not mean CTR
2. Users as “gatekeepers” Ken Doctor Newsonomics
3. Acquisition = Operations + Opportunity

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. Profile & Needs: Content Life

20. Volume
Revenue
- +
-
+
Galleries
Celebrities
Royalty
Health
&
Beauty
Tags
Brides
Fashion
Travel
Blogs
Tools
Profile & Needs: Strategic Approach

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. 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. Strategic approach: eCommerce
Profile & Needs: Strategic approach
Taxonomy: CPM - Topics

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. Media: Goals &Tactics

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. 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. Freshness Brand Preference Universal
Goals & Tactics: Strategic Planning: Enviroment

29. Goals & Tactics: Strategic Planning: Comscore

30. Quality Volume Targeting
Goals & Tactics: Strategic Planning: Comscore

31. Goals & Tactics: Strategic Planning: Comscore

32. Goals & Tactics: Strategic Planning: Comscore

33. Goals & Tactics: Strategic Planning: Comscore

34. Goals & Tactics: Strategic Planning: Comscore

35. Content Discovery
Content + Volume +Section // Content Revenue

36. Content Discovery
Content + Volume +Section // Content Revenue
13K
3K

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. Goals & Tactics: Strategic Planning: User Centric

39. Channel
Time
Location
P&L: CPM – A/B Cost – UU
Goals & Tactics: Strategic Planning: User Centric

40. Closing notes
It´s all about the content
• Production
• Lifecycle
• Objectives

41. Javier Ortiz
Online Acquisition Manager HELLO!
@vseo_es
uk.linkedin.com/in/javierortizsaiz/