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Using Analytics to Make Sense of Your Audience Data
Javier Ortiz – HELLO!
FOTO DE UN REPORT
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
who & whatprofile & needs
Profile & Needs
Advertising
Behavior
eCommerceGoals
Social
Vanity Metrics
Acquisition
Profile and needs : Key Points
1. Different Team = Different Objectives
2. Different Objectives = Different Needs
3. Different needs = Completely different reports
Profile & Needs
noise
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
Profile & Needs: Content Approach
Profile & Needs: Production Approach
Vo
lum
e
Engagement- +
-
+
Galleries
Celebrities
Royalty
Health &
Beauty
TagsBrides
Fashion
TravelBlogs
Tools
Profile & Needs: Production Approach
Production approach: CMS
Profile & Needs: Production approach
CTR (+- Average)Shares (+- Average)Time on Page…
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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
Heatmap: HELLO con la revista
High Interest
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
Volu
me
Investment
- +
-
+
Galleries
Celebrities
Royalty
Health &
Beauty
TagsBrides
Fashion
TravelBlogs
Tools
Profile & Needs: Acquisition Approach
Acquisition approach: Key Points
1. Search Volume does not mean CTR
2. Users as “gatekeepers” Ken Doctor Newsonomics
3. Acquisition = Operations + Opportunity
0
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12000
14000
16000
18000
20000
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2013 Content 2014 Content Indexed Content
Profile & Needs: Content Life Cycle
Profile & Needs: Content Life
Vo
lum
eRevenue
- +
-
+
Galleries
Celebrities
Royalty
Health &
Beauty
TagsBrides
Fashion
TravelBlogs
Tools
Profile & Needs: Strategic Approach
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
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
Strategic approach: eCommerce
Profile & Needs: Strategic approach
Taxonomy: CPM - Topics
Strategic approach: Key Points
1. Advertising need VS Breaking News
2. Formats VS Advices (Branded Content)
3. Acquisition Cost / Revenue
Profile & Needs: Strategic approach
Media: Goals &Tactics
P&L
Direct Search
(Suggest)
Keyword Tools
(WordstreamSemrush
Scrapping BuzzsomoMajestic
Content Plan
Hot news
Guides - Tips
Reviews
Goals & Tactics: Strategic Planning
Vo
lum
e
Revenue- +
-
+
Galleries
Celebrities
Royalty
Health &
Beauty
TagsBrides
Fashion
TravelBlogs
Tools
Goals & Tactics: Strategic Planning
Galleries
Celebrities
Royalty
Health &
Beauty
TagsBrides
Fashion
TravelBlogs
Tools
Galleries
Celebrities
Royalty
Health &
Beauty
TagsBrides
Fashion
TravelBlogs
Tools
Freshness Brand Preference Universal
Goals & Tactics: Strategic Planning: Enviroment
Goals & Tactics: Strategic Planning: Comscore
Quality Volume Targeting
Goals & Tactics: Strategic Planning: Comscore
Goals & Tactics: Strategic Planning: Comscore
Goals & Tactics: Strategic Planning: Comscore
Goals & Tactics: Strategic Planning: Comscore
Goals & Tactics: Strategic Planning: Comscore
Content Discovery
Content + Volume +Section // Content Revenue
Content Discovery
Content + Volume +Section // Content Revenue
13K
3K
Pages / Visit
1 4-5 >6
>8
4-8
2-3
1
Vis
ito
rs
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
Goals & Tactics: Strategic Planning: User Centric
Channel
Time
Location
P&L: CPM – A/B Cost – UU
Goals & Tactics: Strategic Planning: User Centric
Closing notes
It´s all about the content• Production
• Lifecycle
• Objectives
Javier OrtizOnline Acquisition Manager HELLO!
@vseo_es
uk.linkedin.com/in/javierortizsaiz/
