I would not want to miss the New York Times Presentation (Keynote) by James G. Robinson, who directs Web Analytics at the NYT; in fact, there was an excellent presentation from the NYT at the last Emetrics Summit in San Francisco, one of the best, if not the best session I attended then - I definitely will not miss this one. Here’s the marketing notes on James Robinson’s keynote:
“…Web Analytics as a Value Driver Across Media
James G. Robinson, Director of Web Analytics, The New York Times - Wednesday, 9:00 - 9:50
A massively well-received presentation in both London and San Francisco, you’ll learn how The New York Times uses web analytics to grow both their print and online audiences, improve web engagement, and increase revenue and profit. The presentation will trace the development of the Times’ web analytics strategy which is mapped directly to value drivers for customer and the business. Learn how The New York Times:
- Integrates online and print data to better track and profile users
- Uses web data to make the print newspaper more profitable
- Shapes insights to flow through “the last mile” to senior management
Again, I find myself drawn to attend the Social Media Analytics Session(s) at Emetrics on Wedensday.
I am sitting here listening to Jim Sterne introduce James Robinson. James starts with asking us if we read the paper this morning. He’s been at the Times for a year, and what a year it’s been!
Customer Insights Group - micro of intergration happening at the Times. Print and Digital are very different culturally.
Prolifiration of tools, but what drives the business, what is important?
We look at week over week analysis over month over month, things
Web analytics bulliten published weekly that ties in with current trends. Weekly reports are awsome and stakeholders love them but they aren’t enough.
We came up with 16 user behaviors that result in revenue and qualified it and came up with signing up for a subscription as by far the most profitable.
And we found 2 links on the site generating the most revenue and we ended up seeing the Print and Digital needed to talk to each other, so we got both talking.
James went into a new approach of predicting how many newspapers extra to print after a scandel (covered at the last emetrics in SF).
We came up with a metric based on total pageviews / revenue to drive the print business. Circulation Analysis.
Eggs and Investment - we had to decide weather to invest inall of this - Pageviews per Keywords. We have millions of possible. A page has a value, a keyword has a value. We haven’t figured it all out yet but our approach is determined.
Here’s our approach - if you do a user behavior analysis, it’s a single, tie to revenue, a double, investment a triple, ROI, a home run.
What does each if our tools used for? We have a clear idea now, much more than a year ago.
Newstracker - an interesting story.
Questions:
1. How do combine audience measurement with web analytics? They do, but James didn’t go into detail.
2. How did James get to this Job? He said it was a long, winding path.
Summery; James came up with a few really interesting insights from his first year running New York Times Web Analytics and the key takeaway for me is the weekly reports that are published internally and tie in current events, being a newspaper, they can do draw on it and these reports create company wide awareness of the web analytics group.
The question about intergrating Nielsen NetRatings with Omniture/WebTrends mirrors issues I’m dealing with currently, but I don’t think James really answered the question exceptvto say that it has been accomplished by his team.
Also, James said audience measurement sits on a different part of the New York Times Tools map than Web Analytics, and pointed out that you dont’t use a hammer when a screwdriver is required, and it’s important to have a map of tools your organization uses and the purposethey are used for.
But having said that, James said audience data is used to figure out “who” is reading the paper and web analytics shows “how” they are reading the paper.
Interesting point.
At the end of the session Omniture had a presentation mobile phones.
What does the market look like for mobile? Quite a lot of growth in numbers and capabilites.
Interesting presentation about celiberities and mobile phones. Analytics show mobile “referrers” by make.
Many challenges for web analytics and Matt from Overture went over the main ones.
Image tags used for identification. Omniture has intergrated Site Catalyst with mobile analytics. Partly we need to identify the handset so site owners can determine if the site experience works for the site. Capturing data and geolocation.
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