DATA DRIVES RESULTS

2

Online Mktg: Decreased Cost Per

Lead by +20% & increased total

leads

Layout Testing: Increased RPM by

30%

Increased User Engagement by 40%

CharleneDipaola

@CharleneDipaola

+CharleneDipaola

cdipaola@spinmedia.co

m

@CharleneDipaola

Sr. Director, Data & Growth – SPIN MEDIA GROUP

‹#›

What is BIG DATA?

@CharleneDipaola

‹#›

BIG DATA: Anything excel can’t handle

@CharleneDipaola

‹#›

All the da

ta Data you need

@CharleneDipaola

‹#› PROBLEM DEFINITION > BIG DATA

IDENTIFY THE PROBLEM

2

‣What is the goal?

more sales, more traffic, higher engagement

‣What is the issue?

traffic is down, ROI is low, sales are low

@CharleneDipaola

DEFINE KPI’s (Key Performance Indicators)

2

GOAL: MORE TRAFFIC

‣ Users (unique cookies)

‣ Sessions (30 minute increments)

‣ Pageviews

‣ What are the sources of traffic?

(Google, Facebook, Email)

‣ What devices are used?

(desktop, mobile, tablet)

@CharleneDipaola

‹#›

The Leading Independent Site For Pop Music Fans

IDOLATORPOP. FOR SMART PEOPLE.

Idolator.com is energetic, irreverent and utterly devoted to pop and Top 40 hits, it provides fans with the best new songs, music videos, photos and related media of the day –a savvy take on the daily news and the rabid community around pop superstardom.

US ReachUnique Visitors: 2MPage Views: 92MFacebook: 55.5K+Twitter: 35.3K

Source: Google Analytics & ComScore, September 2014

M / F % 51 / 49

Target Demo18-24

PROBLEM

NO TRAFFIC GROWTH FROM FACEBOOK PAGE

‣ Traffic = Sessions

Sessions: 30 minutes of

activity

‣ Traffic from Facebook Page

UTM (Urchin Traffic Monitor)

Segregate Traffic From

Facebook Page ONLY

‣ Data Sources

Google Analytics

Facebook Insights0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

week 1 week 2 week 3 week 4 week 5 week 6 week 7

Weekly Sessions Coming From Facebook Page

@CharleneDipaola

FACEBOOK PAGE USERS LIKE DIFFERENT TOPICS

2

VS

Facebook Page Other Sources

1 Iggy Azalea Miley Cyrus

2 Lady Gaga Nicki Minaj

3 Madonna Ariana Grande

Artist that drove the most sessions

@CharleneDipaola

WE WERE POSTING TOO LATE IN THE DAY

0

100

200

300

400

500

600

700

800

0

10

20

30

40

50

60

70

80

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

Hour of Day

Facebook # of Posts vs. Sessions Per Post # of Posts AVG Sessions Per Post

WE SHOULD POST MORE ON WEEKENDS

@CharleneDipaola

Posts Sessions Sessions / Posts # of days Posts / Day

Weekend 149 219,460 1473 40 4

Weekday 1285 204,262 159 96 13

AVERAGE WEEKLY SESSIONS UP BY 14%

3 WEEKS AFTER…

0

5,000

10,000

15,000

20,000

25,000

week 1 week 2 week 3 week 4 week 5 week 6 week 7 week 8 week 9 week 10

Weekly Sessions Coming From Facebook Page

@CharleneDipaola

PROBLEM

MULTIPLE DATA PULLS BY DIFFERENT DEPARTMENTS TO REPORT TRAFFIC AND REVENUE AT SPIN MEDIA

@CharleneDipaola

‹#›@CharleneDipaola

‹#›

PUBLISHER SOURCES OF

REVENUE

‣ Double Click For Publishers

Featured Track (DFP)

728 x 90 banner

300 x 250 banner

‣ Youtube: Pre-roll Video revenue

share

‣ Taboola: Clicks to Other Sites

‣ +15 Other Revenue Sources

@CharleneDipaola

MULTIPLE SOURCES

@CharleneDipaola

Traffic:

Google Analytics

Revenue:

Double Click For Publishers – Internally Sold Revenue

Youtube – Internally Sold Revenue

Taboola – Other Revenue

Comission Junction – Other Revenue

Open X – Other Revenue

+ 15 other revenue sources

DATA WAREHOUSE INFRASTRUCTURE

@CharleneDipaola

DoubleClick FP MySQL

SITE REVENUE PER 1000

PAGEVIEW

Site A $35.02

Site B $20.34

Site C $15.31

Site D $6.51

Site E $2.00

Site F $0.90

INSIGHT: Huge disparity in revenue performance per site

ACTION: Focus on sites that make more Revenue per PV

@CharleneDipaola

My friends and I we’ve

cracked the code…

2@CharleneDipaola