Download Intelligent Redesign - Using Web Metrics to Monetize Your

Intelligent Redesign Using Web Metrics to Monetize Your Website
• Division of The McGraw-Hill Companies
• Largest multimedia information and services provider to the global
aerospace and defense industries serving business professionals
• Portfolio includes:
– Websites: AviationWeek.com (Public)
AWIN (Premium)
– Magazines - including ‘Aviation Week & Space Technology’
– Executive Newsletters
– Conferences
– Data Products
– Analytical Tools
Align Traffic/Revenue Objectives with Website Plan
Business Objectives
•
Grow overall traffic by 100%+ in 2007
•
Grow advertising and eCommerce revenue by 100% in
2007
Website Plan
Redesign the public AviationWeek.com Web property with a
focus on branding, traffic growth, engaging the customer,
facilitating customer interaction, improved user interface
and increased content
Used Web Analytics As Primary Market Research
For Site Redesign
For Online Products Web Analytics Can Replace or Enhance the
use of Questionnaires
• Compare actual analytics on usage versus traditional research
findings
• This is what actual users do with our content online Vs what
they used to say that they did online…this is real
Use combination of research and web analytics to build plan
then take action on findings
Used Web Analytics & Research For Site Redesign
Goals
• Build the brand
• Improve UI
• Build Channels to give
audience relevant content
• More ad positions
• More content above the
fold
• Added more news, videos,
photos and blogs
• Adding more user tools –
profiles, comments,
recommendations etc
Future…
• Add forums, groups, photo
submission and enhanced
search
Website Monetization
For Aviation Week – monetization means increases in
1. Ad $ revenue
2. Subscriptions $ revenue
3. Leads/trials
4. Campaign conversions
We also pay significant attention to:•
Return rates
•
Overall traffic and
•
Time spent/engagement
Web analytics enables us to embrace and understand VOC like never before.
Use Web Analytics Objectives To Drive The Business
Weave KPI’s (key performance
indicators) into the annual
business plan
e.g. Increase traffic by 100%
(views/uniques)in 2007 - Via
SEO, SEM, and integrated
marketing campaigns
e.g. Increase time spent on site
from 4 to 5 minutes – more
content easily accessible
e.g. Increase subscription sales
by 100% via website – more
traffic = more sales
If you don't measure it, you can't change it.
Use Web Analytics To Identify Hot/Cold Spots –
Grow the Hot and Change/Delete the Cold Content
We look over the users shoulders as they navigate through our content
Use Web Analytics To Drive Traffic
• Review popular keywords searched across your own site
• in terms of news searches
• in terms of database searches
• Review popular keywords searched on search engines like Google
• As a result of this take action and give these recommendations to Editorial to
develop content that drives more traffic
• e.g UAV (unmanned aerial vehicles)
• Wrap marketing around hot content and blast out email to key groups – this is more
successful than a single scoop story being distributed over the newswires
• Post exclusive stories as early as possible to FARK, DIGG, DEL.ICIO.US
Take Web Analytics Knowledge Outbound
Take Web Analytics Knowledge Outbound
• YTD We have gradually
rolled out the new
features and promoted
them as we’ve
introduced them
• These are samples of
emails, AW.C banners,
E-Bulletin banners and
external (other paid
websites) we have ran
so far this year
Take Web Analytics Knowledge Outbound
This is the creative theme
that will be part of the fully
integrated marketing plan.
This will include the following
elements:• Banners – internal and
external
• SEM – purchasing
keywords on major search
engines
• Outbound email campaign
• Print ads
• PR
Integrate Print & Online Content
We encourage all
publications to use
plugs/icons so that we
integrate our content
message across print and
online
New Tools = New Media Opportunties – Need to be tracked
Video: Sponsorship
– We’re working with
WSS to monitor
traffic
300 x 250
companion
banner
Pre-roll
commercial
Competitive Benchmarking Using Free Analytics
Alexa.com – benchmark traffic
Competitious.com – page views
Technorati – monitors blog traffic across 80 million blogs
Google Analytics – Benchmark your analytics vendor
Google links – .e.g. “info:hoovers.com” to track links to
and from competitors website
Conclusion: Aviation Week Web Analytics
• Align Business Objectives with Site Traffic Plan
• Upfront Include Multiple Stakeholders in Web Analytics ‘Needs Analysis’ –
• Business leadership team
• Sales & Marketing
• Content Production – Editorial & Data Collection
• Corporate
• Strategic Partners
• Internal Collaboration – get everyone to buy into the value of analytics to develop
your online business
• Use web analytics intelligence to add/delete/enhance content that drives traffic to
drive traffic
Conclusion: Aviation Week Web Analytics
• Leverage and work with resources within your organization however big or small
(what can we learn from other McGraw-Hill companies to drive traffic)
• Code everything before you launch it
• Web Analytics is ongoing process and demand for deeper analysis will only grow.
Gear up your personnel to ensure you can deliver the data to help steer your
business
About Visual Sciences
Market Leader
•
•
•
Integrated suite of Digital Marketing
Solutions
More than 1,400 Enterprise Customers
Headquartered in San Diego, CA
Viable
•
•
•
Public, soundly profitable and
generating cash
Consistent 40% Annual Growth
$250 – 300+ million market cap
Innovative
•
•
Two issued patents and 10 more
pending
Most comprehensive multi-media
analytics solution
HBX™ Analytics
HBX Analytics is a comprehensive ondemand web analytics solution that
delivers actionable, up-to-the-second
insight into online marketing
performance and web site visitor
behavior
Taking Action
Biggest Challenge Marketers Face with Analytics
– 53% say Acting on Findings (according to Forrester)
Biggest Challenge with Analytics
Pulling Together
the Data
Forming the
Hypothesis
Developing the
Analytical Model
Interpreting the
Results
Acting on
Findings
Taking Action
Part 1: THE FOUNDATION
•Step 1: Define Business Objectives
•Step 2: Determine Key Performance Indicators to measure these
objectives & possible actions to take
•Step 3: Determine “Who, When, & How” For Reporting
•Step 4: Implement & Create Baseline if appropriate
Part 2: TAKING ACTION
•Step 5: Take Action
•Step 6: Monitor Results
•Step 7: Repeat consistently!
Tip: Provide Continuous
Training and Support!
Define Business Objectives
 Increase Inventory

New Visitor Acquisition


Objective
Task
Task
Identify Potential Partner Sites
Visitor Retention
Tactic

Satisfy Content Demand

Increase Relationship with Visitors

Identify Unmet Services/Content Demand

Increase Video Viewers

Improve Site Stickiness
Tactic
Tactic
Tactic
Define Business Objectives
 Increase Value of Inventory

Increase Paid Subscriptions

Sell higher CPM Rate to Advertisers
Objective
Task
Task
 Decrease Unsold Inventory

Identify Advertising Opportunities

Optimize Advertising Campaigns
Tactic
Tactic
Tactic
Tactic
Key Performance Indicators (KPIs)
Start with business objective. These KPIs
are usually raw numbers. (Ex. Total
Impressions or Pageviews)
Determine number/ratio to help measure
progress. (Ex. Pageviews/Visit)
Determine Key Performance Indicators to measure
these Objectives & possible actions to take
Objective: Increase Inventory
Measures (Value): Total Pageviews &
Pageviews by Section
Objective: Increase Inventory
Task: Visitor Retention
Tactic: Satisfy Content Demand
Measures (Ratio): Total Pageviews /
Unique Visitors
Example of a Daily Report
Example of a Daily Report – Part II
Example of a Daily Report – Part III
How Our Services Help Content / Media Sites

Optimize site content

Monetize content

Improve online marketing ROI

Increase reach and site stickiness

Improve visitor loyalty

Match advertising inventory to online
advertiser needs

Increase online registration of US
Visitors
Homepage Optimization
Active Segmentation
By segmenting your visitors, you can:
Identify which referrers are sending you qualified traffic.
Understand Visitor Behavior
By segmenting your Visitors, you can:
Analyze the behavior of each segment.
A New Subscriber views 45 Pages on average during the month!
That is more than 3 times the Pageviews consumed by an
average Visitor.
Monetize Using Active Segmentation
There are unlimited ways that you can segment your web site
visitors to align with your business goals and advertiser needs
Men who access the
site using a mobile
phone
Women that have
listened to an audio
stream in the last month
Site subscribers who
visit the Golf section
each week
Monetize Streaming Media Content
Measure all video activity, as well as relationship to other behavior
• Measure average durations,
simultaneous viewers, completions
rates
• Understand how video visitors interact
with other areas of the site
• Determine effect of pre-roll advertising
on overall visit success
• Experiment with various
advertisement placements and
durations and monitor success and
impact
Improve
OnlineNew
Marketing
Tactic:
Acquire
Video Campaigns
Viewers
1
2
3
4
5
Yoursite.com - Campaign Conversion - This Month
Campaign
Name/Description
Responses
Keyword Network Campaign: Google
Google Adwords
210,000
Email: Video Introduction Blast
Ad Hoc Email introducing Video
110,000
Email: Daily Email
Morning Email containing Top Videos
65,000
Organic Keyword Campaign
Organic Keywords
45,000
Affiliate: Link on Partner Site
Referral Link on xyz.com
2,000
Conversions
80,000
4,000
6,000
12,000
1,000
Conversion Rate
38.1%
3.6%
9.2%
26.7%
50.0%
•Identify campaigns that have high Conversion rates. Does it make sense
to increase the spend on these types of campaigns ($)?
•Identify campaigns that have a high Response rate but low Conversion
rate. Why aren’t they converting (broken links, problems with downloading
video player, etc.)?
Tactic: Acquire New Video Viewers
Thank You!