Web Analytics at mbl.is
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Transcript of Web Analytics at mbl.is
Morgunblaðið – a morning subscription newspaper founded in 1913
mbl.is – the web version of Morgunblaðið
10 years old
History of analytics at mbl.is
• 1998 – Log analysis
• 2001 – Centralized Modernus/teljari.is statistics
• 2007 – Deeper analysis – web analytics era
The beginning of web analytics at mbl.is
• We began working with the consulting agency Nordic eMarketing in the spring of 2007
• IndexTools chosen as our analytics tool
• Implementation began summer 2007
• The use of the tool is an ongoing project
Recent developments for mbl.is
• Average user growth 20,97% each year for last 5 years
• 17,61% growth in 2007
• Visits per weekly visitor went from 5,69 to 7,69 – up 25%
• More users and more usage
Source: Modernus
Web analytics in last changes of mbl.is
• Simplification of navigation based on analytics• News seperated from other content• Popular content like gossip and entertainment
received more visual prominence – 25% growth
• More content above the fold - bounce rate down 10%
Web analytics has helped us!
• Increased knowledge of user behaviour
• Decisions made in a tactical way based on facts rather than feeling
• Detailed and concise information for advertisers
mbl.is media kit
• Pinpoint the exact audience
• Get the most out your campaign
• Tips & tricks in online advertising & marketing
mbl.is media kit
• Explanations of statistics and surveys
• Web analytics terminology explained in a simple way
• References to studies and blogs
Knowledge database
• Combined objectives of mbl.is and the advertising market
• Fast development – mbl.is will take the lead with advertisers
Web analytics and advertising
• The centralized measurements of Modernus
• What do those numbers say and what do they mean?
• Activity matters matters just as much as unique users
• Same applies in online advertising as in other mediums – reach and frequency
Web properties of mbl.is
3 domains• The news web mbl.is• blog.is blog community• Barnaland.is
community for parents
Modernus, 3rd week 2008
This does not mean that 292.558 use the news portal!
• 83% use the news portal
• 42,3% use blog.is
• 22,1% use Barnaland
Modernus, 3rd week 2008
This does not mean that 292.558 use the news portal!
• 83% use the news portal
• 42,3% use blog.is
• 22,1% use Barnaland
It’s a summary of them all Modernus, 3rd week 2008
Gallup’s media ratings
• Strong relation between Modernus measurements and Gallup’s media ratings
• Two web pages included, mbl.is and visir.is
• Frontpages are the entry point of web pages
Web analytics and advertising
• Noticable fluctuations in weekly unique users
• Averages over a longer period of time rather than one week at a time!
• Let’s take discussions of statistics and analytics to a more professional level
Reliable Web analytics everyone understands!
• No technical knowledge required
• Confidence in using
• This conference and the media kit
Metrics that matter in advertising
• How many clicked the banner?
• What happens after a user clicks your banner?
• Set your goals with the right KPIs
• Use web analytics tools to measure performance
Measure performance
• If you have goals you can measure performance
• If you measure performance you can improve your campaign (in realtime)
• Do A/B testing with different advertisements on different web sites
• Don’t just look at the results. Use them to improve!
Summary
• The web is constantly expanding – 21% each year
• Web Analytics will extend your knowledge
• mbl.is media kit – web for advertisers
• Not just a question of unique users
• Relation between Modernus measurements and Gallup’s media ratings
• Metrics that matter in advertising
Thank you
• Presentation available at www.rimc.is
• mbl.is media kithttp://media.mbl.is
• Questions?
• Ólafur Nielsen [email protected]