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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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A Clearer Path to Online Success
Stephen Morgan, Managing DirectorSquiz UK
Why do we use analytics?
Data Analysis Educated Action
More Effective Website
Better Business
Outcomes
How do we use analytics (really)?
How do we use analytics (really)?
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Define your business objectives
How do we define success?
What is our website for?
Who do we want to come
to our site?What do we
want them to do on our
site?
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?
Objective: Increase online subscriptions
Focused lines of enquiry:
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
Questions first
Educated Action
Relevant / outcome-related data
Actionable insights
Focused questions
Objective: maximise audience response
• Maximise retention of information
• Maximise agreement
• Maximise passion
What have you been drinking?
DRANK COFFEE OR WATER
AUDIENCE MEMBERS
% OF MEMBERS AGREE WITH
SPEAKER
AVERAGE AMOUNT OF
INFO RETAINED
AVERAGE LEVEL OF
ENTHUSIASM
WATER 26 15% (4) 52% (MEDIUM) MEHCOFFEE 14 86% (12) (61% HIGH) CRAZED
Hmm.. There’s something in this
coffee…
Fancy a coffee?
Analysis focused on business objectives
Data Analysis Educated Action
More Effective Website
Better Business
Outcomes
Insights... what to do with them…
Data Analysis Educated Action
More Effective Website
Better Business
Outcomes
Controlled experimentation. Fail faster
1,2,3 Testing
Data Analysis Educated Action
More Effective Website
Better Business
Outcomes
Squiz Tests
> 18
Reporting to key stakeholders is very important
Context aware content targeting
Data Analysis Educated Action
More Effective Website
Better Business
Outcomes
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
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
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Learn, improve, grow
DATA
ANALYSIS
EDUCATED ACTION
MORE EFFECTIVE WEBSITE
BETTER BUSINESS
OUTCOMES
MORE AND BETTER TRAFFIC
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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!
