analytics you're ignoring: the indirect value of your content - #spark15

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ANALYTICS YOU’RE IGNORING

The Indirect Value of Your Content

Seer Interactive @McGswagg

https://www.flickr.com/photos/suvodeb/



Mark Wahlberg



Free HamburgersPhotobombing Co-workers


meanwhile…


Don’t miss out on the indirect value of your content,

like I missed out on Mark Wahlberg…. and hamburgers.

How do you measure the success of your content?




Jan-Aug 2015:9,900 Visits



I used to think this was ‘value’

https://www.flickr.com/photos/31151995@N04/

search volume

drive traffic



https://www.flickr.com/photos/46430981@N02/

uhhhh…..



Jan-Aug 2015:9,900 Visits

Conversions: 0


meanwhile…



Jan-Aug 2015:340 Visits

Conversions: 36



LET’S FOCUS ON CONTENT THAT CONVERTS

and how it converts.



http://www.theguardian.com/money/2013/dec/27/1500-file-tax-returns-christmas-day-hmrc#img-1

Visitor Path

Visitor Reaches Your

Content

Visitor Converts


How some see the visitor path…

Visitor Clicks Through to

Your Ranking



https://www.flickr.com/photos/butterflysha/


The reality.Visitor Reaches Your Content

EXIT

1 week laterVisitor Reaches Your Content

EXIT

2 days later Visitor Reaches Your Content

EXIT

DIRECT VISIT

Visitor Reaches Your Content

Visitor Converts

1 day later


Viewing the

value of your content

based on a direct visitor pathgives you only

half the picture



How do we see past the direct visitor path?


Analytics.



Let’s look at how your content is measured by default:

The page on which the visitor entered the site



Let’s change the way we view our data.

The page on which the

visitor entered and

then at some point

in their session

converted

But even this view only lets you see what converted


directly.https://networkedmedia.files.wordpress.com/2013/04/bokbild20.jpg

What about content that may have

assistedwith a conversion?




EXIT

1 week laterVisitor Reaches Your Content

EXIT

2 days later Visitor Reaches Your Content

EXIT

DIRECT VISIT


Visitor Converts

1 day later

This content didn’t convert on its own , but it contributed to the final conversion.



Assisted Conversions Report

If a channel appears anywhere, except as the final interaction, on a conversion path, it is considered an assist for that conversion.



We can see how your channels resulted in assisted conversions.

Let’s do the same with your content.



Viewing Direct Value

Newsletter Sign Ups: 0

Jul – Sep 2015:2,860 Visits



Setup a custom channel for this content



Viewing Indirect Value


Newsletter Sign Ups: 3


Content that’s

‘never’ converted

actually has.


What about content that you already know converts?





Quote Requests: 74



Create a Custom Channel Grouping



Viewing Indirect Value


Quote Requests: 138

You’re under-reportingvalue by

46%


The content you already knew was valuableis actually more valuable than you originally thought.



What about PDFs or Resources?



These often result in the most indirect value.

Direct Leads: 1Assisted Leads: 21


Giving away content

for freecan eventually result in

revenue.



Lets take it one step further….

How is your content interacting with other channels?



Under reporting by 184%



So if you’re content is

assisting this much,what other channels

is it involved with?



Let’s look at just organic visitors reaching this content.



Default channel groupings

The Top Conversion Path Report



Let’s drill down to see how our specific content is interacting with these channels….



How do organic

visitors to your ‘Things

To Do’ content interact with….

…your other top channels



All possible mediums your content can interact with:• Direct• Paid• Referral• Email• Maps

Visitors reaching your content are most likely to convert after returning directly or through a paid ad.


Understanding the marketing mix

most likely to convert, helps determine which channels to use

in combination with your

content.


Don’t underestimate your content.

Make sure to uncover the value you may be overlooking.

https://www.flickr.com/photos/fatedenied/

analytics you're ignoring: the indirect value of your content - #spark15

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