Analytics: A Clearer Path to Online Success

Stephen Morgan, Managing DirectorSquiz UK

About me

• 13 years in the Web Content Management business

• Arrived here from Sydney 8 years ago• Developed online strategies for a

range of publishers• Interested in the evolution of web

‘publishing’ to web ‘experience’

Why do we use analytics?

How do we use analytics (really)?

How do we use analytics (really)?

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Define your business objectives

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 enthusiasm

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) MEH

COFFEE 14 86% (12) (61% HIGH) CRAZED

Hmm.. There’s something in this

coffee…

Fancy a coffee?

Analysis focused on business objectives

Insights... what to do with them…

Controlled experimentation. Fail faster

1,2,3 Testing

Squiz Tests

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Reporting to key stakeholders is very important

Context aware content targeting

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> Social profiles

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

Thank you, any questions?

Stephen Morgan

Twitter: @stephen_morgan

Linkedin: uk.linkedin.com/in/stephenmorgan