Demystifying Analytics

CUNY School of Journalism

Hong Qu @hqu

September 30, 2012

Wednesday, October 3, 12

About Me

• Masters degree from UC Berkeley School of Information

• Designer at YouTube/Google

• First class of CUNY entrepreneurial journalism students in 2012

• Graduate of Stuyvesant H.S. in NYC

Wednesday, October 3, 12

CONTENT

OVERVIEW OF KEY CONCEPTS

• KEY METRICS (KPI)

• USER SEGMENTATION

• OPTIMIZATION TECHNIQUES

SETUP TRACKING AND REPORTS

• WHAT TO TRACK?

• HOW TO READ THE REPORTS

• SOCIAL MEDIA ANALYTICS

DEVISE AN ACTION PLAN

• INSTALL ANALYTICS SOFTWARE

• AUTOMATE REPORTS SCHEDULE

• DATA DRIVEN CONTENT STRATEGY, PROMOTION, DISTRIBUTION, MONETIZATION

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KEY CONCEPTS

METRICS

• Unique visitors (Reach)

• Pageviews

• Site

• Category

• Author

• Page

• Cost per Thousand (CPM)

• Click through Rate (CTR)

• Revenue

• Bounce rate

• Traffic sources

• Daily/Weekly/Monthly

SOCIAL MEDIA

• Social Media Fans

• Facebook Likes

• Twitter Followers

• Social Activities

• Email shares

• Embeds

• Facebook shares

• Retweets

USERS

• Visitors

• Return visitors

• Contributors

• Registered user

• Content generators

• Subscribers

• Email list subscribers

• RSS feed subscribers

• Super users

• Customer Acquisition Cost

• Lifetime Value

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GOOGLE AD PLANNER

PUBLICLY AVAILABLE STATS FOR ANY SITE

REACH (UNIQUE VISITORS

AUDIENCE DEMOGRAPHICS AND PSYCHOGRAPHICS

USED BY AD AGENCY TO BUY ADS

HTTP://WWW.GOOGLE.COM/ADPLANNER

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METRICS FOR PIRATES: AARRR!

ACQUISITION

ACTIVITATION

RETENTION

REFERRAL

REVENUE

HTTP://WWW.YOUTUBE.COM/WATCH?V=IRJGFW0BIRW

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HTTP://500HATS.TYPEPAD.COM/500BLOGS/2007/09/STARTUP-METRICS.HTML

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HTTP://WWW.SLIDESHARE.NET/DMC500HATS/STARTUP-METRICS-FOR-PIRATES-LONG-VERSION

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USAGE LIFECYCLE

HTTP://BOKARDO.COM/ARCHIVES/DESIGNING-FOR-THE-SOCIAL-WEB-THE-USAGE-LIFECYCLE/

The crazy thing is that you probably already have the information you need, but just aren’t surfacing it in your interface design. The important thing to remember is that people don’t become passionate overnight or without cause.

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GOOGLE ANALYTICS

INSTALL GOOGLE ANALYTICS

PULLING REPORTS

HOW TO MAKE DECISIONS BASED ON REPORTS?

KEY METRICS TO MONITOR

SCHEDULE AUTOMATIC EMAIL REPORTS

REAL TIME ANALYTICS

HTTPS://MASHABLE.COM/2011/05/24/HOW-TO-USE-GOOGLE-ANALYTICS/

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BIT.LY

BIT.LY SHORTENS URLS

HTTP://WWW.NYTIMES.COM/2012/05/16/BUSINESS/MEDIA/GM-TO-QUIT-FACEBOOK-AD-CAMPAIGN-WORTH-10-MILLION-A-YEAR.HTML?_R=1&HP

HTTP://BIT.LY/IW4VLW

HOW TO CREATE A CUSTOM URL

HTTP://BIT.LY/MYPRESENTATION

HTTP://WWW.SLIDESHARE.NET/PAPR8TZI/BITLY-TUTORIAL

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FACEBOOK INSIGHTS

FANS

FRIENDS OF FANS

LIKES

REACH

VIRALITY

POST ACTIVITY

HTTP://WWW.MARKETINGSAVANT.COM/2011/12/A-TUTORIAL-ON-THE-NEW-FACEBOOK-INSIGHTS/

How is Virality defined for each of my Page posts?Virality is the number of people who have created a story from your post as a percentage of the number of people who have seen it.

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RECOMENDATIONS

1. OPTIMIZE CONTENT STRATEGY (BEAT)

2. OPTIMIZE TAXONOMY AND SITE NAVIGATION (DESIGN)

3. OPTIMIZE STORYTELLING (WRITING, PHOTOGRAPHY, VIDEO)

4. OPTIMIZE PACKAGING (HEADLINE, THUMBNAIL)

5. OPTIMIZE DISTRIBUTION (SHARES, TRAFFIC SOURCES)

BOOST PAGEVIEWS BY RECYCLING THE ARCHIVE STORIES

ACCELERATE USER BASE GROWTH BY OPTIMIZING DISTRIBUTION

MONETIZE BY RESHAPING CONTENT STRATEGY AND SITE DESIGN

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ACTION PLAN

GOOGLE ANALYTICS

• EMAIL REPORTS

• DASHBOARDS

• GOOGLE ANALYTICS REAL TIME

FACEBOOK INSIGHTS

BIT.LY CUSTOM URLS

CUSTOMER SEGMENTATION AND LIFECYCLE

GOOGLE AD PLANNER

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Hong Qu @hqu

Questions and Discussion

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