Aperture & Ny Mag.Com

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  • 1. Aperture & NYMag.com DPAC Breakfast Discussion

2. Lindsay Mure-ONeill GM, Aperture Network Datran Media Michael Silberman GM, Digital Media NYMag.com 3. NYMag.com won the general excellence awards for their Web site A wonderful citation 4. April 24 th , 200919 miles over the speed limit. Taconic Parkway. Lindsay ONeill - $169 My latest citation 5.

  • Internal
    • Content performance
    • Measure stay rate on site
    • Get visitors deeper into the site
    • Optimize best performing landing pages
    • Measure stickiness -how often do they come back, # of pages viewed, time spent on each page/section of the site

Overview 6. 1,746 Page Views 801 Page Views 349 Page Views 1,249 Page Views 5,950 Page Views

      • What content
      • is working
      • ornot?

7. Performance oflanding pagesandeffectiveness of getting people deeper into the site 8.

      • Overall user
      • behavior & trends
      • to inform biz
      • decisions

9.

        • Stickiness metrics
        • e.g. how often do they come back, # of pages viewed,
        • time spent on site

slideshows drive page views per visit+newsletters drive repeat visits= higher engagement overall 10. Overview

  • Outside
    • Howmany people came to my site?
    • And how did they get there?
    • How does my site measure up to my competitors sites?
    • New metric: Who
    • Monetization how to segment audiences by page, section, or content

11. Competitive Analysis 12.

        • Outside metrics
        • measure
        • competition
        • traffic source
        • WHO (audience)
        • Internal metrics
        • measure
        • page & content performance
        • behavior & trends
        • stickiness

13. Monetizationby segmentation of audience for adtargetingon site $$$ FashionistaSocialiteLuxury Goods BuyerData providers: 14. Ad loads on page Aperture Cookie Found! Data passed into report. Apertures Campaign-level Audience Reports are measured at the impression, click and conversion. Use these reports to validate the reach of a targeted campaign, and identify new areas of consumer interestON YOUR SITE. 15. Case Study NYMag.com leveraged inside & outside measures to re-design their site whichincreased performance , anddecreased bounce rates! How did they do it? 16. Case Study 2005 2007 2008 May 2006 May 2007 + 37% And 25% increase in time on page 17. Recap of Benefits

  • Inside
    • Which content performs best
    • Measure stay rate on site
    • Get visitors deeper into the site
    • Optimize best performing landing pages
    • Measure stickiness
      • how often they come back
      • # of pages viewed
      • time spent on each page/section of the site
  • Outside
    • Howmany people came to my site?
    • And how did they get there?
    • How does my site measure up to my competitors sites?
    • Combo w/ WHO
    • Monetization how to segment audiences by page, section, or content
    • Campaign-level audience measurement on site (demo, behavior, etc.)

18. 19. Questions?