Babson College Team

2 April 2015Janco DamasGibran Shaikh

Clinton LeeDessi Pachamanova

2

Recap from November 2014, Some Missteps

Device and Average Time

• Mobile visitors visited the site

less than web visitors.

• BUT Mobile readers spent more

time on CSM when compared to

web readers.

• Recommendation: Make the

mobile more interactive and

customized.

Average time versus total time

spent per section

• On average readers spent more

time on sections that had less

traffic.

• By total the most visited

sections may indicate the type of

demographic that is likely

reading those articles.

• Recommendation: Leverage the

demographic through marketers.

What is User Engagement?

1. Why is it important

2. What can it do

3. How to calculate it

Thus, User Engagement can be defined as (visit number x page depth).

Messy Data

s41-Visitor ID (prop41), s16-Visit Number (45 days) (prop16), s29-Page Depth

(prop29), s05-Content Type (prop5), s04-Content ID (prop4), Cities, Customer

Loyalty, Entry Pages, Exit Links, Exit Pages, Cities, GeoSegmentation States, and

Visitor_ID

1 Visitor ID

2 Visit Number (for a 45 day period)

2 Page Depth

3 Content Type

4 Content ID

5 Customer Loyalty

7. Entry Pages

8. Exit Links

9. Exit Pages

10. Cities

11. Geo Segmentation

12. States

Clean Data

3

4

A macro for data cleaning

The excel macro is used to

automatically clean the data from

Adobe Analytics. The clean data

sheet is compatible with our

software and can be uploaded to

refresh the visualizations.

Running the macro

5

Non Integrated, Geo Spatial View

6

Non Integrated, Engagement by tracking code view

Tracking code page analysis

7

Non Integrated, Engagement by topic view

Source of bounce rate >

High visits, low page depth

< Entry page analysis

8

CSM Data with integration, Age Groups

9

CSM Data with integration, Age <35

For the time period, these

collection of cities produced

the highest user engagement

Filter for user engagement

greater than 33,341.

This number is the mean user

engagement of all cities

This audience is statistically

between 32 and 38 years old

10

CSM Data with integration, Social Media Sharing

See that Chicago

is trying to tell us

something

Customizable

dashboard

11

How integration works for Facebook

Use the tool to

build your own

Facebook audience

12

Data Sources

The world’s most

trusted source of sales

and marketing

solutions.

Experian® is the leading

global information

services company,

providing data and

analytical tools to clients.

The company helps

businesses to manage

credit risk, prevent fraud,

target marketing offers

and automate decision

making.

The Nielsen Company is a

global information and

media company with

leading market positions in

marketing and consumer

information, television and

other media

measurement, online

intelligence, mobile

measurement, trade

shows and business

publications.

Media Mark Research Inc.

has been helping marketing

and media companies better

understand American

consumers since 1979. MRI

developed a methodology

for measuring magazine

audiences that soon became

the “currency” for the

magazine industry.

EASI is a leading provider of

high quality demographic,

business, and marketing

data to the business and

academic community.

Applied Geographic

Solutions, Inc. is a

supplier of premium

quality demographic

and marketing

databases.

Specializing in geodemographic

segmentation, site modeling and

custom analytics, Environics Analytics

provides businesses with data-driven

market insights to help reach their

customers more effectively.

Thank You