This document summarizes analytics data from the CSM website. It shows that mobile users spent more total time on the site than web users, though they visited less. Sections with less traffic saw more average time spent. The document proposes leveraging demographic data from highly visited sections. It also discusses cleaning messy analytics data with a macro, performing non-integrated analysis of engagement by location and topic, and integrated analysis of age groups, cities, and social media sharing. Data is drawn from various market research firms to provide demographic insights.
Digital Impact The Two Secrets to Online Marketing Success
Work Example 4
1. Babson College Team
2 April 2015
Janco Damas
Gibran Shaikh
Clinton Lee
Dessi Pachamanova
2. 2
Recap from November 2014, Some Missteps
Device and Average Time
• Mobile visitors visited the site
less than web visitors.
• BUT Mobile readers spent more
time on CSM when compared to
web readers.
• Recommendation: Make the
mobile more interactive and
customized.
Average time versus total time
spent per section
• On average readers spent more
time on sections that had less
traffic.
• By total the most visited
sections may indicate the type of
demographic that is likely
reading those articles.
• Recommendation: Leverage the
demographic through marketers.
3. What is User Engagement?
1. Why is it important
2. What can it do
3. How to calculate it
Thus, User Engagement can be defined as
(visit number x page depth).
Messy Data
s41-Visitor ID (prop41), s16-Visit Number (45 days) (prop16), s29-Page Depth
(prop29), s05-Content Type (prop5), s04-Content ID (prop4), Cities, Customer
Loyalty, Entry Pages, Exit Links, Exit Pages, Cities, GeoSegmentation States, and
Visitor_ID
1 Visitor ID
2 Visit Number (for a 45 day period)
2 Page Depth
3 Content Type
4 Content ID
5 Customer Loyalty
7. Entry Pages
8. Exit Links
9. Exit Pages
10. Cities
11. Geo Segmentation
12. States
Clean Data
3
4. 4
A macro for data cleaning
The excel macro is used to
automatically clean the data from
Adobe Analytics. The clean data
sheet is compatible with our
software and can be uploaded to
refresh the visualizations.
Running the macro
9. 9
CSM Data with integration, Age <35
For the time period, these
collection of cities produced
the highest user engagement
Filter for user engagement
greater than 33,341.
This number is the mean user
engagement of all cities
This audience is statistically
between 32 and 38 years old
10. 10
CSM Data with integration, Social Media Sharing
See that Chicago
is trying to tell us
something
Customizable
dashboard
12. 12
Data Sources
The world’s most
trusted source of sales
and marketing
solutions.
Experian® is the leading
global information
services company,
providing data and
analytical tools to clients.
The company helps
businesses to manage
credit risk, prevent fraud,
target marketing offers
and automate decision
making.
The Nielsen Company is a
global information and
media company with
leading market positions in
marketing and consumer
information, television and
other media
measurement, online
intelligence, mobile
measurement, trade
shows and business
publications.
Media Mark Research Inc.
has been helping marketing
and media companies better
understand American
consumers since 1979. MRI
developed a methodology
for measuring magazine
audiences that soon became
the “currency” for the
magazine industry.
EASI is a leading provider of
high quality demographic,
business, and marketing
data to the business and
academic community.
Applied Geographic
Solutions, Inc. is a
supplier of premium
quality demographic
and marketing
databases.
Specializing in geodemographic
segmentation, site modeling and
custom analytics, Environics Analytics
provides businesses with data-driven
market insights to help reach their
customers more effectively.
