Driving Audience Growth and Consumption Using Data Analytics
Overview of this campaign
To sustain audience growth and drive higher levels of engagement and content consumption, we needed to answer the key questions of -
- Where does Stuff’s audience come from? How has this changed over time?
- What do they consume? When do they they consume?
- How do resources devoted to content creation compare to ROI in terms of audience growth/content consumption?
Which we did by conducting the following analyses on -
- Breaking News vs. Celebrity News - We looked at the traffic driven by, and the longevity of interest in, breaking news events vs. celebrity news. We leveraged data from our internal web analytics system “Adobe Analytics” for the period of Jan - Nov 2016 for this analysis
- Audience Growth and Content Clusters - We looked at where Stuff’s audience growth is coming from, and what contributes to a successful day on our Mobile platform (our growth platform). We leveraged data from our internal web analytics system “Adobe Analytics” as well as the “Nielsen Online Ratings” and “Nielsen Market Intelligence” tools for this analysis
- Content Audit - We created a dynamic Qlikview dashboard to merge data from our content authoring system with content consumption data, to analyse where resources are being devoted vs. where we are seeing returns on audience growth/content consumption. We leveraged data from our internal web analytics system “Adobe Analytics” as well as exports from our content authoring tool “Adobe Experience Manager” for the period of September 2015 - June 2016 for this analysis
Results for this campaign
Disproved the myth that celebrity news contributes to a greater percentage of our content consumption than major news events
- Only 4 out of the top 15 news events of the year were about celebrities, and hard news showed much more long term appeal vs. the fleeting appeal of celebrity news > Acknowledge that major news events are still our bread and butter and continue to devote the majority of our resources there
- Mobile has been the biggest source of growth with a significant increase of traffic coming via Search (predominantly Google) and Social (predominantly Facebook) > Focus our efforts on Mobile vs. Desktop growth and convert “rented” audiences to Stuff audience, thereby increasing return frequency and content consumption
Identified that we need to grow our Mobile (specifically Social) audience by offering a broad range of content to draw in unique audiences
- Stuff’s Desktop audience is stagnating and Mobile audience is growing > Focus our efforts/resources on our Mobile platform (80/20 split between Mobile/Desktop)
- Social Traffic has room to grow when compared to industry standards > Focus our efforts on tracking and growing our Social audience, through Facebook posts and ads as well as Facebook Instant Articles
Identified that there were lessons to be learned from well performing newsrooms/verticals and that we could optimize our content creation/dissemination by day of week/time of day
- A large proportion of low performing articles only account for a small percentage of Page Views > Conducting workshops with individual newsrooms/verticals analysing low-performing and high-performing stories, and publication day/times as well as improved training on homing, tagging and promotion of stories
- Our biggest audiences are outside of office hours (mostly Mobile) but there is a lack of content being published in the evening > Commit to boosting evening and weekend resourcing