HOW THE DATA EXPLOSION CAN ADD VALUE TO BUSINESS

Suzanne LockeHead of Content, Souqalmal.com

Cut my teeth @ Sky News, Gulf News, MEED & AMEinfo.com, Yahoo Middle East

SOUQALMAL.COM - 2,800+ PRODUCTS/ 3 COUNTRIES

#1 comparison website in the Middle East, allowing users to compare banking prod-ucts, insurance, telecoms, schools and nurseries

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WHAT METRICS CAN YOU MEASURE?

WHERE’S YOUR DATACOMING FROM?

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• Web stats e.g. Google Analytics

WHERE’S YOUR DATACOMING FROM?

• Email newsletter management system

• Your own database

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WHERE’S YOUR DATACOMING FROM?

• Ad platform

• Social – Facebook, Twitter, social management tools (Add This, Hoot Suite, Tweet Deck etc)

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HOW DO YOU WADE THROUGH IT ALL?

HOW DO YOU WADE THROUGH IT ALL?

• You can measure everything

• But you don’t have the time to analyze everything or make sense of all that data

• Decide what’s important to you

• What are your targets?

• Everything should lead to conversion

HOW DO YOU WADE THROUGH IT ALL?

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ULTIMATELY CONVERSION IS KEY

UAE English

Arabic

KSAEnglish

NEWSEnglish

NEWSArabic

SOCIAL

SEO

PARTNERSHIPSS

NEWSLETTERS

CONTENT MARKETING

SOUQALMAL.COM

BankingInsurance

TelecomsEducation

Arabic

Car Deals

SMEs

BankingInsurance

Telecoms

ULTIMATELY CONVERSION IS KEY

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WHAT WE DECIDED WERE IMPORTANT STATS FOR US

WHAT WE DECIDED WERE IMPORTANT STATS FOR US

• Segmentation - splitting product & editorial stats

• Site stats - beyond the page view to time spent

• Device - responsive site for mobile traffic

• Language - Arabic content is scarce online

• Newsletter registrants – loyal, regular users

• Social - reach is the full network, not just likes

HOW DO YOU WADE THROUGH IT ALL?

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HOW DID THAT WORK OUT FOR US IN THE LAST SIX MONTHS?

• News PV growth of 1,300%

• Arabic content visit growth of 138%

• Site mobile visit growth of 108%

• Newsletter subscriber growth of 95%

• Most Popular Banking Products produced every six months – has appeared in The National, Zawya, Kipp Report, Emirates 24/7

HOW DID THAT WORK OUT FOR US IN THE LAST SIX MONTHS?

Desktop

Mobile

Tablet

Credit cards

Personal loans

Home loans

Schools

Car loans

Bank ac-

countsOther

SOUQALMAL.COM BUSINESS INSIGHTS

Product Mix Devices

English

Arabic

18-24

25-34

35-44

45-54

55 +

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SOUQALMAL.COM BUSINESS INSIGHTS

Demographics - age Preferences - language

HOW DO YOU WADE THROUGH IT ALL?

SO… HOW TO MAKE YOUR DATA ADD VALUE?

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HOW TO MAKE YOUR DATA ADD VALUE

HOW DO YOU WADE THROUGH IT ALL?

SO… HOW TO MAKE YOUR DATA ADD VALUE?

• Don’t drown in a sea of your own data

• Don’t measure everything

• Decide what’s important

• Analyze and report selectively but well

• Celebrate your growth

Suzanne Lockelinkedin.com/in/suzannelocke

THANK YOU