miko levi - outbrain (all things data 2015)

Measuring content down your funnelApril 20 | 2015 Miko Levy Outbrain Inc, VP Customer Acquisi6on

(@mikolevy) #ATDconf

Nice to meet you Miko Levy 36 years old, Married+1

9 years in the online performance marke6ng world

Previously @ 888.com, ROASTe & Conduit

Marathon runner (coming back from injury)

VP customer acquisi6on@Outbrain


Outbrain helps readers discover content


561+ MillionUnique visitors

20+billionPage views

190 BILLIONRecommendations

OVER 82%INTERNET REACH IN USA


WE BRING TOGETHER THE WORLD'S LEADING PUBLISHERS AND BRANDS


The customer journey

Discovery

Realization of need

Consideration

Conversion

Retention


It takes 10.4 sources of information to make a purchase decision


Comscore data mine|NIELSEN, 2012

22% SOCIAL NETWORKING

21%SEARCH

19% EMAILS/ COMMUNICATION

20% READING CONTENT

5% ONLINE SHOPPING

13% MULTI-MEDIA SITES

How People Spend Their Time


Recommenda6ons from people I know

Branded websites Consumer opinions posted online

Editorial content such as newspaper ar6cles Ads on TV

Brand sponsorships Ads in newspaper Ads in magazines

Billboards and other outdoor adver6sing Ads on radio

Emails I signed up for Ads before movies

TV program product placement Ads served in search engine results

Online video ads Ads on social networks

Display ads on mobile devices Online banner ads

Text ads on mobile phone

84% 69%

68% 67%

62% 61% 61% 60%

57% 57% 56%

55% 56%

48% 48% 48%

45% 42%

37%

% point change from 2007

6% 9% 7% N/A 6% 12% -‐2% 4% N/A 3% 7% 18% N/A 14% N/A N/A N/A 16% 19%

% of global online consumers, indica6ng that they completely or somewhat trust each form Source: Nielsen | September 13’

Trust in Advertising


of consumers like reading from brands if it’s valuable

82%(@mikolevy) #ATDconf

digital marketing trends for 2015

Content Marke6ng 29.6%

14.6%

12.8%

Big Data

Marke6ng Automa6on

Mobile Marke6ng 11.0%

8.9% Social media marke6ng and CRM

CRO/Improving website experiences

SEO

Communi6es

Paid search marke6ng

Partnerships

Display

Other

Online PR

7.8%

4.3%

3.1%

3.0%

1.5%

1.5%

1.5%

1.0%

The State of Digital Marke6ng in 2015 Source: Smart Insights| January 15’


So how do we measure it?


AWARENESS

CONSIDERATION

Conversion

What to measure?


AWARENESS

CONSIDERATION

Conversion

• Traffic•  Impressions• Unique visitors• Demo video views• Brand Lift

awareness

• Social Engagement• Brand Searches


Brand Lift: Mazda


Brand Lift: Mazda

Brand Lift Study

Control Exposure


Brand Lift: Mazda

Brand Lift Study

Unaided Brand Recall Brand Favorability Purchase Intent

12%Control Exposure

64% 62%

50%54%

39%


•  Usually for the bigger brands

• Requires research

•  Not something you’ll see on Google Analy6cs

• Less tangible

Awareness


AWARENESS

CONSIDERATION

Conversion

• Time spent on content• Page views per session• Content scroll downs• Bounce rate

• Return visitors• Social lift• Search lift

What to measure?


Bounce Rate

Google Analytics:

“the percentage of single-page sessions”


Google Analytics:

In other words, a page’s bounce rate is the percentage of visits that

land on that page and leave without visiting a second page.


• Visitor clicks the back bugon

• Visitor closes the browser

• Visitor types a new URL in the browser

• Visitor watches a video on the page and leaves

• Visitor clicks an external link (Yup… Social shares are not counted as a “second page”)

The following visitor actions will result in a bounce according to Google Analytics

So, it’s only NOT a bounce if they visit a second page.


Makes sense on a landing page


But… is it relevant for content ?


Events on Google Analytics


Events are user interactions with content that can be tracked independently from a web page or a screen load



Different types of events usage -‐ Time on site -‐ Scroll depth -‐ Social share

-‐ Form submit -‐ Video play -‐ Etc…


Time based event

Mar 22, 2015 -‐ Mar 28, 2015: Jan 18, 2015 -‐ Jan 24, 2015:

Bounce Rate Bounce Rate

Mar 23 Mar 24 Mar 25 Mar 26 Mar 27

100% 50%

• Event after 30 seconds on the page • Decrease bounce rate from 80% to 40%


Changed our Time on page “reality”

Mar 22, 2015 -‐ Mar 28, 2015: Jan 18, 2015 -‐ Jan 24, 2015:

Avg. Time on Page Avg. Time on Page

• Doubled visitors 6me on page on GA

Mar 23 Mar 24 Mar 25 Mar 26 Mar 27

00:10

00:20


AWARENESS

CONSIDERATION

Conversion • Purchases• Sign-ups• Downloads• installs

What to measure?


Attribution models

Google Analytics default Last non Direct click

last Interaction

100%


There is a solution


Attribution models on Google Analytics 100%

100%

last Interaction

First Interaction

20% 20% 20% 20% 20%

Linear

10% 30% 10% 40% 10%

Position Based

Conversions Attribution Model comparison


Attribution models on Google Analytics


Content as part of the journey

•  Iden6fy content read as a mid-‐way goal • Look for funnel reports with mul6ple sessions • See different paths that start with content


summary

•  Content should be part of your funnel

• When promo6ng content-‐ use a defined UTM

•  Use tag manager for better flexibility

• Use event tracking

•  Challenge your agribu6on model


We are [email protected]

Thank You


Thank You!@mikolevy

miko levi - outbrain (all things data 2015)

Marketing