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The Palm Beach Post ANALYTICS TEAM 12/10/13 RUSSELL CHAPIN AUSTIN NICHOLS

The Palm Beach Post ANALYTICS TEAM 12/10/13 RUSSELL CHAPIN AUSTIN NICHOLS. In The Beginning…. Basic digital advertising knowledge Limited experience with SiteCatalyst. In The Beginning…. Used Adobe Materials and SiteCatalyst Videos Interactive Class Made Similar Observations.

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The Palm Beach Post ANALYTICS TEAM 12/10/13 RUSSELL CHAPIN AUSTIN NICHOLS

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  1. The Palm Beach Post ANALYTICS TEAM 12/10/13 RUSSELL CHAPIN AUSTIN NICHOLS

  2. In The Beginning… Basic digital advertising knowledge Limited experience with SiteCatalyst

  3. In The Beginning… Used Adobe Materials and SiteCatalyst Videos Interactive Class Made Similar Observations

  4. Our Role We Identified Problems Students: Section Specific Editing Class Leaders

  5. Design & Site Subsections • Paywall & Subscription Strategies • Paid Content Analysis • PBGametime - PBPulse • Video - Mobile • SEO & Google+ • - Social • Dashboards

  6. IMPROVEMENT User Experience User Engagement Content Optimization

  7. EXPERIENCE Design

  8. EXPERIENCE Design Problems: Navigation Obscured Content

  9. EXPERIENCE Design According to SiteCatalyst Breaking News Visits: 24% exit site w/o clicking a link News Home Page Visits: 26% exit site w/o clicking a link 5% immediately return to the home page

  10. EXPERIENCE Design Solutions: Simplify Navigation - Condense Sections Increase Prevalence of Most Popular Content - Booking Blotter - Crime

  11. EXPERIENCE Subscriptions Fewer Hoops

  12. EXPERIENCE PBGametime #1 Referrer: Google - Misleading

  13. EXPERIENCE PBGametime 32% Bounce Rate

  14. EXPERIENCE PBGametime 1. Bring PBGametime back into the Sports Section. 2. Consolidate forums to promote more discussion. 3. Increase User-Generated Content

  15. EXPERIENCE PBGametime 1. Bring PBGametime back into the Sports Section. 2. Consolidate forums to promote more discussion. 3. Increase User-Generated Content

  16. EXPERIENCE Dashboards Improve Internal Experience

  17. ENGAGEMENT Social Media Low Revenue Projections Cross-Platform Promotions Help Engagement

  18. OPTIMIZATION MyPalmBeachPost Free Content Links On Paid Site Lead Users Away From Paid Content

  19. OPTIMIZATION Video October 2012 - September 2013: 31,680 views of original content on NDN network of sites 2,481,877 views on palmbeachpost.com $64,775.05 of revenue

  20. OPTIMIZATION Video Top of the page section tabs Searchbar Latest Published Video Pushed to Homepage Emphasize Mobile $7.19 B in Mobile Ad spending end of 2013 (eMarketer) China already accesses net with more smartphones than PC’s.

  21. OPTIMIZATION SEO Not ranking well for popular search terms High Bounce rates from search engine references Users are not finding what they are looking for

  22. OPTIMIZATION SEO Page 2

  23. OPTIMIZATION SEO Optimize title tags and meta description for major site sections to improve user experience and increase Click-Through Rate Create sitemap

  24. OPTIMIZATION PBPulse

  25. OPTIMIZATION PBPulse Page views in October 2013: 26,984 Bounce Rate in October 2013: 46% Remove unpopular AP Feeds: Estimate saving $28,600

  26. IMPROVEMENT User Experience User Engagement Content Optimization

  27. IMPROVEMENT Best Design Practices Effective Social Media Engagement -Cross-Promotion Premium Content Optimization Niche Publication Consolidation SEO Video Optimization Mobile Optimization

  28. REVENUE Sum of Projected Revenue: ~$588,000

  29. CONCLUSION Lessons: Technical: Analytics

  30. CONCLUSION Lessons: For Future Groups: Early Analytics Access Interactive Advertising Class Schedule

  31. The Palm Beach Post ANALYTICS TEAM 12/10/13 RUSSELL CHAPIN AUSTIN NICHOLS

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