Data is a fundamental element of digital media. It’s intertwined with everything we do and when you harness it right you can uncover incredible insights that make your content better, build your audiences and increase sales. There’s so much data available that even if you build a specialized and dedicated data team they still won’t be able to manage and interpret all of it. The only way to manage this flood of data in today’s modern digital media companies is to empower every employee to be a data expert. But how do you do that? This seminar provides a detailed road map to how to transform your organization into a data-first group, drawing on Gwen Miller’s experience doing just that at Kin Community. Learn how you can first become an expert data evangelist, then best practices for developing custom data priorities for every individual and team and then how to teach those teams to replicate the process outwards, and begin their own personal data journeys.

1. How to Build
a Corporate Culture of
Data
GWEN MILLER
DIRECTOR, DATA & STRATEGY

2. Be a Data
Evangelist

3. 1. Get Access
2. Spend time in the data
3. Pick a couple of metrics you understand and
concentrate on those first
4. Be a Data Evangelist
Dig Into the Data Yourself

4. 1.Add teammates to your analytics systems
I. As possible, add people as analysts, not admins for
security reasons.
Empower Everyone to Find Data

5. What Each
Department Should
Know

6. Talent Team

7. Average first 30 day views for all videos that turned 30 days
old in the last 3 months on a channel.
V30

12. The weighted-average first 30 day [engagements / views] on
all videos that turned 30 days old in the last 3 months on a
channel, compared to a platform average baseline.
ER30

13. How good a channel is at converting unsubscribed views
into subscribers.
Efficiency Rate [YT Only]
Subscribers Gained
Unsubscribed Views

16. Subscribers Gained
Unsubscribed Views

17. 291 3524 =
8%

18. Year over year views growth when comparing the last 90
days to the same 90 day period one year ago.
Views Growth Rate
(Current Views – Past Views)
Unsubscribed Views

24. (Current Views – Past Views)
Past Views

25. (26,503– 1,298) 1,298 =
1942% Growth

26. The average videos uploaded per month over the past three
months
Avg Monthly Video Uploads
Total Uploads Last 90 Days
Three

29. 13 3 =
4.33

30. Search YouTube for videos from related creators and/or similar topics to the video you’re uploading.
Upload Consistency

31. Production Team

32. How many of a video’s views came from your subscribers.
Subscribed Views [YT ONLY]

34. How many of a video’s views came from people who were
not subscribed to your channel at the time of viewing.
Unsubscribed Views [YT ONLY]

36. How many views on a FB video were pushed by shares.
Shared Views [FB ONLY]

39. Engagement Rate [YT]
Total Comments + Total Likes
+ Total Dislikes + Total Shares
Total Views

40. Engagement Rate [FB]
Total Comments + Total Reactions
+ Total Shares
Total Views

41. Average View Duration
Average length of time viewers
viewed your video.
Average Percentage Viewed
Average percentage of your
video viewers viewed.

45. Graph which shows whether the % of
audience still watching at any given
second in a video is above or below
platform average for videos of a similar
length.
Relative Retention Graph [YT Only]

48. Sales Team

49. 1. General
A. Total Views
B. Total Followers
C. General Demographics (Age,
Gender, Country)
D. V30
E. ER30
Facebook Audience Insights

50. Your viewer's detailed demographics,
habits, hobbies, spending habits and
values, etc.
In-depth Demographics + Psychographics

53. 1. Demographics
A. Lifestyle
B. Relationship Status
C. Education Level
D. Job Title
2. Page Likes
A. What other FB pages they like
3. Locations
A. Cities/ Countries/ Languages
4. Activities
A. Content + Ad Engagement vs
platform average
B. Devices Used
5. Household
A. Household Income
B. Home Ownership
C. Household Size
D. Home Market Value
E. Spending Methods
6. Online Purchases
A. Retail Spending
B. Online Purchases
C. Purchase Behavior
D. Home Market Value
E. Vehicle In-Market Data
Facebook Audience Insights

55. 1. In-market Audiences
A.E.G. Costumes, Toys & Games,
Fine Jewelry, etc.
2. Affinity Audiences
A. E.G. Family Television Fans, Action
Game Fans, Water Sports
Enthusiasts.
3. Demographics
A. Age
B. Gender
C. Parental Status
4. Devices
YouTube Remarketing List Insights

56. Compare metrics to the average of your
competitive set.
Benchmarking

57. 0
0.2
0.4
0.6
0.8
1
1.2
1.4
1.6
1.8
2
MultiplierfromAverage
Engagement Rate as Compared to Average (Average = 1)
Facebook Average
Kin Pushes 2x the Average Facebook Engagement Rate

58. 1.64x
7,000 4,275 =
V30 Competitive Benchmarking Example

59. 64%
(7000-4275) 4,275 =

60. Finance Team

61. • Views
• Monetized Views/Monetization Rate
• CPM
The Components of Adsense Revenue

62. Amount earned per 1000 ad impressio

63. Amount earned per 1000 monetized
playbacks

64. 1.Pre-Roll
2. Mid-roll
3.Overlay Ads
4.Display Ads
Ad Types

65. This number will always be
higher than

66. this number

67. # of Playbacks that have at least 1 ad appear
on them.

68. YouTube Ad Revenue
=
(Estimated Monetized Playbacks/1000)
X
Playback- Based CPM

69. YOUR Estimated Ad Revenue
=
YouTube Ad Revenue
X
Your Split

70. • Your Views go down
• Your CPM goes down
• Your Monetization Rate goes down
3 Reasons Your Revenue Goes Down

71. Monetization Rate
Estimated Monetized Playbacks
Total Views

72. 39%
2,063 5,283 =

73. Factors that go into monetization rates
1. Viewer Ad Load
A. How many ads have they already watched in this session?
B. How tolerant of ads is the viewer?
2. Content Ad Receptivity
A. Ad View Rate (Effected by content type, content length)
3. Market Demand
A. Seasonality
B. Demographics
C. Preferred Program
4. Monetization Status
A. Content Eligibility
B. YouTube Kids App
C. Embed Location
D. Ad Blockers

74. Final Thoughts

75. 1. Talent Team
A.V30
B.ER30
C.Efficiency Rate
D.Views Growth Rate
E.Avg Monthly Video Uploads
2. Production Team
A. Subscribed Views
B. Unsubscribed Views
C.Shared Views
D.Engagement Rate
E.Average View Duration
F. Average % Viewed
G.Retention Graphs
3. Sales Team
A. Total Views
B.Total Followers
C.General Demographics (Age,
Gender, Country)
D.V30
E.ER30
F. Advanced Demographics/
Psychographics Benchmarking
4. Finance Team
A. How monetization works
B.Total Views
C.Monetization Rate
D.CPMs
Cheat Sheet - Concepts by Department