aperture & ny mag.com
TRANSCRIPT
Copyright 2009, Datran Media Corp. All Rights Reserved
Aperture & NYMag.comAperture & NYMag.comDPAC Breakfast DiscussionDPAC Breakfast Discussion
Copyright 2009, Datran Media Corp. All Rights Reserved
Lindsay Mure-O’Neill
GM, Aperture Network
Datran Media
Michael SilbermanGM, Digital Media
NYMag.com
Copyright 2009, Datran Media Corp. All Rights Reserved
“NYMag.com won the general excellence awards for their Web site”…
A wonderful citation
Copyright 2009, Datran Media Corp. All Rights Reserved
“April 24th, 2009 19 miles over the speed limit. Taconic Parkway.Lindsay O’Neill - $169”…
My latest citation
Copyright 2009, Datran Media Corp. All Rights Reserved
Internal
Content performance
Measure “stay” rate on site
Get visitors “deeper” into the site
Optimize best performing landing pages
Measure “stickiness” - how often do they come back, # of pages viewed, time spent on each page/section of the site
Overview
Copyright 2009, Datran Media Corp. All Rights Reserved
1,746 Page Views
801 Page Views349 Page Views1,249 Page Views5,950 Page Views
What content
is working or not?
Copyright 2009, Datran Media Corp. All Rights Reserved
Performance of landing pages
and effectiveness
of getting people deeper into the site
Copyright 2009, Datran Media Corp. All Rights Reserved
Overall user behavior & trends
to inform biz decisions
Copyright 2009, Datran Media Corp. All Rights Reserved
“Stickiness” metrics – e.g. how often do they come back, # of pages
viewed, time spent on site
slideshows drive page views per visit + newsletters drive repeat visits = higher engagement overall
Copyright 2009, Datran Media Corp. All Rights Reserved
Overview
Outside
How many people came to my site?
And how did they get there?
How does my site measure up to my competitors’ sites?
New metric: “Who”
Monetization – how to segment audiences by page, section, or content
Copyright 2009, Datran Media Corp. All Rights Reserved
Competitive Analysis
Copyright 2009, Datran Media Corp. All Rights Reserved
Outside metrics measure…
• competition• traffic source• WHO (audience)
Internal metrics measure…
• page & content performance• behavior & trends• stickiness
Copyright 2009, Datran Media Corp. All Rights Reserved
Monetization by
segmentation of
audience for ad targeting on
site$$$
Fashionista Socialite
Luxury Goods Buyer
Data providers:
Copyright 2009, Datran Media Corp. All Rights Reserved
Ad loads on page
Aperture Cookie Found!
Data passed into report.
Aperture’s Campaign-level Audience Reports are measured at the impression, click and conversion.
Use these reports to validate the reach of a targeted campaign, and identify new areas of
consumer interest ON YOUR SITE.
Case Study
NYMag.com leveraged inside & outside measures to re-design their site which increased performance, and decreased bounce rates!
How did they do How did they do it?it?
Copyright 2009, Datran Media Corp. All Rights Reserved
Case Study
2005 2007 2008
May 2006May 2007 + 37%
And 25% increase in time on page
Copyright 2009, Datran Media Corp. All Rights Reserved
Recap of Benefits
Inside
Which content performs best
Measure “stay” rate on site
Get visitors “deeper” into the site
Optimize best performing landing pages
Measure “stickiness” how often they come back# of pages viewedtime spent on each page/section of the site
Inside
Which content performs best
Measure “stay” rate on site
Get visitors “deeper” into the site
Optimize best performing landing pages
Measure “stickiness” how often they come back# of pages viewedtime spent on each page/section of the site
Outside
How many people came to my site?
And how did they get there?
How does my site measure up to my competitors’ sites?
Combo w/ “WHO”
Monetization – how to segment audiences by page, section, or content
Campaign-level audience measurement on site (demo, behavior, etc.)
Outside
How many people came to my site?
And how did they get there?
How does my site measure up to my competitors’ sites?
Combo w/ “WHO”
Monetization – how to segment audiences by page, section, or content
Campaign-level audience measurement on site (demo, behavior, etc.)
Copyright 2009, Datran Media Corp. All Rights Reserved
Copyright 2009, Datran Media Corp. All Rights Reserved
Questions?