Distribution. Using Analytics to Make the Most of Your Investments, AOL

Month XX, 20XXPresented to [Client]

DistributionUsing Analytics to Make the Most of Your InvestmentsKevin SheldonSenior Director, Distribution Strategy & Analytics

AOL is at the Cutting Edge of Online Content

SEO/SEM

Social

Traffic Exchanges

Syndication

AOL Relies on a Variety of Means to Drive Traffic

The Focus on Distribution is Paying Off

What Metrics Define Successful Distribution?

Unique Visitors – do our distribution sources touch large audiences?

New Unique Visitors – are our efforts yielding new customers?

Page Views – is the audience engaging on our site?

Retention – do users return and engage beyond the first visit?

Value – are we driving traffic to areas that advertisers demand?

Cost – do our partners provide an economical means to distribute?

ROI – can we yield a positive return and if so, how quickly?

Property Clicks UVs New % PVs PV/Visit R/PV

Brand 1 100,000 75,000 30% 375,000 3.75 100%

Brand 2 90,000 67,500 30% 337,500 3.75 80%

Brand 3 81,000 60,750 30% 303,750 3.75 60%

Brand 4 72,900 54,675 20% 273,375 3.75 40%

Brand 5 65,610 49,208 20% 246,038 3.75 20%

Brand 7 53,144 39,858 20% 119,574 2.25 0%

Brand 8 47,830 35,872 20% 107,617 2.25 0%

Brand 9 43,047 32,285 10% 96,855 2.25 0%

Brand 10 38,742 29,057 10% 58,113 1.50 -20%

Brand 11 34,868 26,151 10% 52,302 1.50 -30%

Brand 12 31,381 23,536 10% 47,072 1.50 -40%

Brand 13 28,243 21,182 5% 42,364 1.50 -40%

Brand 14 25,419 19,064 5% 38,128 1.50 -50%

AOL Considers the Value of Each Page

The performance against key metrics and the resulting value reported for our various brands is used to allocate and optimize our spend and ROI.

Sample Data for Illustration Only

Rem

ove Hold Grow

AOL Ranks Distribution Sources

For each brand, AOL considers how each distribution initiative ranks across key success metrics for informing investments (headcount, development, marketing).

XX – Primary SourceX – Secondary Source

SEO Facebook TwitterTraffic

ExchangesStumbleUpon SEM Outbrain

Total Unique Visitors XX X

New Unique Visitors X XX

Page Views Per Visit X XX

User Retention X XX

ROI X XX

Distribution Succeeds with Strong Recirculation

AOL.com Provides Massive Distribution & Recirculation

Modules are assigned value based on CTR and value of downstream content.

The opportunity cost of each click is considered when determining what content to deliver.

Growing Homepage UVs has “trickle down” impact.

AOL Considers the Interaction between Sources

AOL also considers if investing in one source will have halo effects on another.Daily SEO Visits (000)

Daily Google SEM Visits (000)

SEO/Google SEM Visits CorrelationMapQuest

AOL Considers the Interaction between Sources

HuffPost Frontpage (High Correlation)SEO FB

Joystiq (Low Correlation)SEO FB

Distribution sources are viewed as a portfolio of options that can support each other in reaching broad traffic goals.

Distribution Goal Setting

Goals Actual

Overall

Actual

Goals

Activity is tracked on our social pages to understand the value of fans, followers, etc. and how frequently we should engage them.

Social Analytics

Case Study: SEM

Case Study: SEM

Initial VisitDownstream Page Views

Value Per Page

Total Value of Initial Visit

Homepage Resets

Recurring Visits/PVs Value Per

PageTotal Value of Repeat Visits

SEO Lift (Halo Effect)

Value Per Page

Total Value of Halo Effect

Downstream Page Views

The direct value from a visit driven by external sources

+ The repeat visitation established by loyal users

+ Any halo effects of positive causation between sources

= Total value used for investment decisions

• AOL’s focus on premium content requires comprehensive and cost effective distribution strategies.

• Analytics applied to distribution efforts can result in higher volumes of traffic, improved ROI, and faster decisions.

• Diversity of external traffic sources and strong recirculation supports a growing brand portfolio.

• Understanding the metrics distribution sources will be graded on and setting goals creates more discipline and accountability.

• Deeper dives into the life-time value of an investment are necessary when managing significant spend.

• Optimize sources of traffic based on the value of each destination and the needs of the business.

Key Takeaways

Questions?

Distribution. Using Analytics to Make the Most of Your Investments, AOL

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