1 2004 Morgan Kaufmann Publishers Chapter Three : Arithmetic for Computers.
Digital Publishers Forum - Stephen Morgan Presentation
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Analytics: A Clearer Path to Online Success Stephen Morgan, Managing Director Squiz UK
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Squiz's Director, Stephen Morgan, delivered this presentation at the The Publishers Association's Digital Publishing Forum at University College London. The theme of the February event, "Measuring the Reader" focussed on the ways in which digital publishing can be monitored, analysed and optimised. Steve's presentation on Web Analytics gives an outline of the why, what and how of effective analytics. It outlines the way that analytics should be approached in order to get useful data which can feed back into improving the web experience for the benefit of both users and the organisation.
Transcript of Digital Publishers Forum - Stephen Morgan Presentation
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
> 19
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
