Marnette Falley Analytics Presentation at 2011 ASBPE Conference

Getting answers from

Web analytics

dvm360

The dvm360 team measures…

• page views • page views per visit • visitors • visits • most popular content

Tools we use

• Omniture• Google alerts• Google analytics• E-newsletter tracking• Link tracking with Bit.ly• Hootsuite• Surveys

Questions we ask

• How much of my traffic comes from search?

• How much of my traffic comes from e-newsletters?

• How much of my traffic comes from social media sites?

Why do we dig in the data?

• We’re trying to control costs• We’re trying to satisfy particular ad

campaigns• We’ve got fewer resources

– So where do we spend our time– Where do we spend our money

1. Tune the strong stuff

• Find your most popular articles over time

• Can you package differently?– Photo package– Related links

The example

2. Tune your e-newsletter

• Look at each item you include– Great topics– Multi-page items– All with strong related links

• We did a/b testing on subject lines– Numbers win: 4 ways to …– Hot/topical stories: Somalian pirates kill

veterinarian– Keep it short

The example

• 22.3% dvm360: Driver who struck and killed veterinarian arrested

• 21.2% dvm360: 8 people foods that are toxic to pets

• 22.3% dvm360: Veterinarian killed by Somalian pirates

• 25.4% dvm360: Veterinarian accused of killing pregnant technician mistress

• 37.2%  dvm360: Massive study reveals state of pet health

3. Tune landing pages

• Look at what does well and move it onto pages where they’ll get seen more

4. Dull-but-important gets popular

Good luck! But…• Give it a number headline• Sell it hard – good title• Add strong graphics• Add it to the popular list

(even if it’s not yet)• Run it through your marketing path• Make it prominent

The example

What do we change

E-news content choices

Headline writing

SEO strategy

Print promotion of web pieces

Article structure

Place prominently on the site

Develop content to fit the traffic need

The example