marnette falley analytics presentation at 2011 asbpe conference
DESCRIPTION
Marnette Falley discusses what metrics DVM360 concentrates on during the Analytics Presentation at 2011 ASBPE National Conference.TRANSCRIPT
![Page 1: Marnette Falley Analytics Presentation at 2011 ASBPE Conference](https://reader036.vdocuments.us/reader036/viewer/2022062615/54858370b4af9fbc738b465f/html5/thumbnails/1.jpg)
Getting answers from
Web analytics
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dvm360
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The dvm360 team measures…
• page views • page views per visit • visitors • visits • most popular content
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Tools we use
• Omniture• Google alerts• Google analytics• E-newsletter tracking• Link tracking with Bit.ly• Hootsuite• Surveys
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Questions we ask
• How much of my traffic comes from search?
• How much of my traffic comes from e-newsletters?
• How much of my traffic comes from social media sites?
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Why do we dig in the data?
• We’re trying to control costs• We’re trying to satisfy particular ad
campaigns• We’ve got fewer resources
– So where do we spend our time– Where do we spend our money
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1. Tune the strong stuff
• Find your most popular articles over time
• Can you package differently?– Photo package– Related links
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2. Tune your e-newsletter
• Look at each item you include– Great topics– Multi-page items– All with strong related links
• We did a/b testing on subject lines– Numbers win: 4 ways to …– Hot/topical stories: Somalian pirates kill
veterinarian– Keep it short
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The example
• 22.3% dvm360: Driver who struck and killed veterinarian arrested
• 21.2% dvm360: 8 people foods that are toxic to pets
• 22.3% dvm360: Veterinarian killed by Somalian pirates
• 25.4% dvm360: Veterinarian accused of killing pregnant technician mistress
• 37.2% dvm360: Massive study reveals state of pet health
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3. Tune landing pages
• Look at what does well and move it onto pages where they’ll get seen more
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4. Dull-but-important gets popular
Good luck! But…• Give it a number headline• Sell it hard – good title• Add strong graphics• Add it to the popular list
(even if it’s not yet)• Run it through your marketing path• Make it prominent
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The example
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What do we change
E-news content choices
Headline writing
SEO strategy
Print promotion of web pieces
Article structure
Place prominently on the site
Develop content to fit the traffic need