Demystifying Data Analytics & Visualization Make Your Data Dance.
Demystifying Metrics and Analytics
Transcript of Demystifying Metrics and Analytics
Demystifying Analytics
CUNY School of Journalism
Hong Qu @hqu
September 30, 2012
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About Me
• Masters degree from UC Berkeley School of Information
• Designer at YouTube/Google
• First class of CUNY entrepreneurial journalism students in 2012
• Graduate of Stuyvesant H.S. in NYC
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CONTENT
OVERVIEW OF KEY CONCEPTS
• KEY METRICS (KPI)
• USER SEGMENTATION
• OPTIMIZATION TECHNIQUES
SETUP TRACKING AND REPORTS
• WHAT TO TRACK?
• HOW TO READ THE REPORTS
• SOCIAL MEDIA ANALYTICS
DEVISE AN ACTION PLAN
• INSTALL ANALYTICS SOFTWARE
• AUTOMATE REPORTS SCHEDULE
• DATA DRIVEN CONTENT STRATEGY, PROMOTION, DISTRIBUTION, MONETIZATION
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KEY CONCEPTS
METRICS
• Unique visitors (Reach)
• Pageviews
• Site
• Category
• Author
• Page
• Cost per Thousand (CPM)
• Click through Rate (CTR)
• Revenue
• Bounce rate
• Traffic sources
• Daily/Weekly/Monthly
SOCIAL MEDIA
• Social Media Fans
• Facebook Likes
• Twitter Followers
• Social Activities
• Email shares
• Embeds
• Facebook shares
• Retweets
USERS
• Visitors
• Return visitors
• Contributors
• Registered user
• Content generators
• Subscribers
• Email list subscribers
• RSS feed subscribers
• Super users
• Customer Acquisition Cost
• Lifetime Value
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GOOGLE AD PLANNER
PUBLICLY AVAILABLE STATS FOR ANY SITE
REACH (UNIQUE VISITORS
AUDIENCE DEMOGRAPHICS AND PSYCHOGRAPHICS
USED BY AD AGENCY TO BUY ADS
HTTP://WWW.GOOGLE.COM/ADPLANNER
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METRICS FOR PIRATES: AARRR!
ACQUISITION
ACTIVITATION
RETENTION
REFERRAL
REVENUE
HTTP://WWW.YOUTUBE.COM/WATCH?V=IRJGFW0BIRW
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HTTP://500HATS.TYPEPAD.COM/500BLOGS/2007/09/STARTUP-METRICS.HTML
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HTTP://WWW.SLIDESHARE.NET/DMC500HATS/STARTUP-METRICS-FOR-PIRATES-LONG-VERSION
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USAGE LIFECYCLE
HTTP://BOKARDO.COM/ARCHIVES/DESIGNING-FOR-THE-SOCIAL-WEB-THE-USAGE-LIFECYCLE/
The crazy thing is that you probably already have the information you need, but just aren’t surfacing it in your interface design. The important thing to remember is that people don’t become passionate overnight or without cause.
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GOOGLE ANALYTICS
INSTALL GOOGLE ANALYTICS
PULLING REPORTS
HOW TO MAKE DECISIONS BASED ON REPORTS?
KEY METRICS TO MONITOR
SCHEDULE AUTOMATIC EMAIL REPORTS
REAL TIME ANALYTICS
HTTPS://MASHABLE.COM/2011/05/24/HOW-TO-USE-GOOGLE-ANALYTICS/
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BIT.LY
BIT.LY SHORTENS URLS
HTTP://WWW.NYTIMES.COM/2012/05/16/BUSINESS/MEDIA/GM-TO-QUIT-FACEBOOK-AD-CAMPAIGN-WORTH-10-MILLION-A-YEAR.HTML?_R=1&HP
HTTP://BIT.LY/IW4VLW
HOW TO CREATE A CUSTOM URL
HTTP://BIT.LY/MYPRESENTATION
HTTP://WWW.SLIDESHARE.NET/PAPR8TZI/BITLY-TUTORIAL
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FACEBOOK INSIGHTS
FANS
FRIENDS OF FANS
LIKES
REACH
VIRALITY
POST ACTIVITY
HTTP://WWW.MARKETINGSAVANT.COM/2011/12/A-TUTORIAL-ON-THE-NEW-FACEBOOK-INSIGHTS/
How is Virality defined for each of my Page posts?Virality is the number of people who have created a story from your post as a percentage of the number of people who have seen it.
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RECOMENDATIONS
1. OPTIMIZE CONTENT STRATEGY (BEAT)
2. OPTIMIZE TAXONOMY AND SITE NAVIGATION (DESIGN)
3. OPTIMIZE STORYTELLING (WRITING, PHOTOGRAPHY, VIDEO)
4. OPTIMIZE PACKAGING (HEADLINE, THUMBNAIL)
5. OPTIMIZE DISTRIBUTION (SHARES, TRAFFIC SOURCES)
BOOST PAGEVIEWS BY RECYCLING THE ARCHIVE STORIES
ACCELERATE USER BASE GROWTH BY OPTIMIZING DISTRIBUTION
MONETIZE BY RESHAPING CONTENT STRATEGY AND SITE DESIGN
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ACTION PLAN
GOOGLE ANALYTICS
• EMAIL REPORTS
• DASHBOARDS
• GOOGLE ANALYTICS REAL TIME
FACEBOOK INSIGHTS
BIT.LY CUSTOM URLS
CUSTOMER SEGMENTATION AND LIFECYCLE
GOOGLE AD PLANNER
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Hong Qu @hqu
Questions and Discussion
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