aperture & ny mag.com

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Aperture & NYMag.comAperture & NYMag.comDPAC Breakfast DiscussionDPAC Breakfast Discussion

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Lindsay Mure-O’Neill

GM, Aperture Network

Datran Media

Michael SilbermanGM, Digital Media

NYMag.com

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“NYMag.com won the general excellence awards for their Web site”…

A wonderful citation

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“April 24th, 2009 19 miles over the speed limit. Taconic Parkway.Lindsay O’Neill - $169”…

My latest citation

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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

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1,746 Page Views

801 Page Views349 Page Views1,249 Page Views5,950 Page Views

What content

is working or not?

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Performance of landing pages

and effectiveness

of getting people deeper into the site

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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

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Competitive Analysis

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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:

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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?

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Case Study

2005 2007 2008

May 2006May 2007 + 37%

And 25% increase in time on page

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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?