Transcript Web analytics and advertising

Web analytics at mbl.is
Ólafur Örn Nielsen
Morgunblaðið – a morning subscription
newspaper founded in 1913
mbl.is – the web version of Morgunblaðið
10 years old
Overview
1. Web analytics at mbl.is
2. Analytical findings
3. Analytics and advertising
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!
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
Activity matters!
• Visits per visitor
• Pages viewed per session
• Time measurements
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 kit
http://media.mbl.is
• Questions?
• Ólafur Nielsen
[email protected]