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The road to understanding performance of content-driven websites is very different from e-commerce or lead generation. Coming from a direct response world and transitioning to online publishing has been a challenge. Charlene shares how she has applied aggressive direct response tactics to create a data-driven culture at Spin Media. This session covers tracking the right data, managing cross-functional teams and tying content creation to revenue streams. Attend and walk away with a clear understanding of how to apply classic digital advertising and marketing techniques to the world of online publishing and see results.
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Data Driven Insights
for PublishersCharlene Dipaola
eMetrics Toronto 2014
@CharleneDipaola 2
Lead Gen | eCommerce | Publishing
@CharleneDipaola 3
Lead Gen | eCommerce | Publishing
Online Mktg: Decreased Cost Per Lead by +20% & increased total leads
A/B Test: Increased RPM by 30%
Building Business Intelligence infrastructure from ground zero
@CharleneDipaola 4
CharleneDipaola
@CharleneDipaola
+CharleneDipaola
IGeekGirl
@CharleneDipaola 5
@CharleneDipaola 6
@CharleneDipaola 7
@CharleneDipaola 8
@CharleneDipaola 9
• How do I gauge writer performance?• How is mobile affecting revenue?• Which site makes the most revenue per
pageview?
• Others…
@CharleneDipaola 10
Steps to unlocking digital publishing data can be found in characters from
Ghostbusters
@CharleneDipaola 11
SOURCES
Google Analytics
Doubleclick
Salesforce
RON Revenue
YouTube
@CharleneDipaola 12
#1 Find a KEYMASTER
13
SOURCES(KeyMaster)
@CharleneDipaola
Google Analytics• Page Type• Device Type• Author
Doubleclick• Page Type• Device
Category• Revenue Per
Campaign• Ad
Impressions
Salesforce• Revenue per
Campaign• Sales Person
@CharleneDipaola 14
#2 Decide on a GATEKEEPER
@CharleneDipaola 15
SOURCES(KeyMaster)
Google Analytics
Doubleclick
Salesforce
YouTube
Remnant
BI INFRASTRUCTURE
(GateKeeper)
MySQL
Tableau
@CharleneDipaola 16
#3 send SLIMER to minimize data-less decision making
@CharleneDipaola 17
SOURCES(KeyMaster)
Google Analytics
Doubleclick
Salesforce
YouTube
Remnant
BI INFRASTRUCTURE
(GateKeeper)
MySQL
Tableau
INSIGHTS(Slimer)
Author Performance
Ads per pageview
Revenue Per PV
Column fill rate
Revenue per page type
@CharleneDipaola 18
Jessica Smith, Staff Writer
INSIGHT: Wrote more content in April but got less pageviews per post
ACTION: Evaluate articles for March to determine high pageview topics
GOOGLE ANALYTICSPageviews+ Author Custom Variable+ Published Date Custom Variable
@CharleneDipaola 19
Miley Cyrus drives traffic
Katy Perry does not
@CharleneDipaola 20
How is our new mobile redesign affecting revenue?
INSIGHT: Mobile redesign has increased ad impressions, confirm rollout to other sites
+30% revenue lift!# of Ad Impressions / Pageview
GOOGLE ANALYTICSPageviewsDevice Type
DOUBLECLICK FOR PUBLISHERSAd ImpressionsDevice Category
@CharleneDipaola 21
Site Revenue per 1000 Pageview
Site A $35.02
Site B $20.34
Site C $15.31
Site D $6.51
Site E $2.00
Site F $0.90
INSIGHT: Huge disparity in revenue performance per site
ACTION: Focus on sites that make more Revenue per PV
GOOGLE ANALYTICSPageviewsSite
DOUBLECLICK FOR PUBLISHERSAd ImpressionsAd Server RevenueSite
@CharleneDipaola 22
Peter: Someone blows their nose and you want to keep it?
Egon: I’d like to analyze it.
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