Web analytics at mbl.is

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Web analytics at mbl.is

• Ólafur Örn Nielsen

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Morgunblaðið a morning subscription newspaper
founded in 1913 mbl.is the web version of
Morgunblaðið 10 years old
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• Overview
• Web analytics at mbl.is
• Analytical findings
• Analytics and advertising

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• History of analytics at mbl.is
• 1998 Log analysis
• 2001 Centralized Modernus/teljari.is
  statistics
• 2007 Deeper analysis web analytics era

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• The beginning of web analytics at mbl.is
• We began working with the consulting agency
  Nordic eMarketing in the spring of 2007
• IndexTools chosen as our analytics tool
• Implementation began summer 2007
• The use of the tool is an ongoing project

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• Recent developments for mbl.is
• Average user growth 20,97 each year for last 5
  years
• 17,61 growth in 2007
• Visits per weekly visitor went from 5,69 to 7,69
  up 25
• More users and more usage
• Source Modernus

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• Web analytics in last changes of mbl.is
• Simplification of navigation based on analytics
• News seperated from other content
• Popular content like gossip and entertainment
  received more visual prominence 25 growth
• More content above the fold - bounce rate down 10

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• Web analytics has helped us!
• Increased knowledge of user behaviour
• Decisions made in a tactical way based on facts
  rather than feeling
• Detailed and concise information for advertisers

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• mbl.is media kit
• Pinpoint the exact audience
• Get the most out your campaign
• Tips tricks in online advertising marketing

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• mbl.is media kit
• Explanations of statistics and surveys
• Web analytics terminology explained in a simple
  way
• References to studies and blogs

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• Knowledge database
• Combined objectives of mbl.is and the advertising
  market
• Fast development mbl.is will take the lead with
  advertisers

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• Web analytics and advertising
• The centralized measurements of Modernus
• What do those numbers say and what do they mean?
• Activity matters matters just as much as unique
  users
• Same applies in online advertising as in other
  mediums reach and frequency

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• Web properties of mbl.is
• 3 domains
• The news web mbl.is
• blog.is blog community
• Barnaland.is community for parents

Modernus, 3rd week 2008
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• This does not mean that 292.558 use the news
  portal!

Modernus, 3rd week 2008
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• This does not mean that 292.558 use the news
  portal!
• 83 use the news portal
• 42,3 use blog.is
• 22,1 use Barnaland

Modernus, 3rd week 2008
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• This does not mean that 292.558 use the news
  portal!
• 83 use the news portal
• 42,3 use blog.is
• 22,1 use Barnaland
• Its a summary of them all

Modernus, 3rd week 2008
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• Gallups media ratings
• Strong relation between Modernus measurements and
  Gallups media ratings
• Two web pages included, mbl.is and visir.is
• Frontpages are the entry point of web pages

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• Web analytics and advertising
• Noticable fluctuations in weekly unique users
• Averages over a longer period of time rather than
  one week at a time!
• Lets take discussions of statistics and
  analytics to a more professional level

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• Reliable Web analytics everyone understands!
• No technical knowledge required
• Confidence in using
• This conference and the media kit

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• Activity matters!

• Visits per visitor
• Pages viewed per session
• Time measurements

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• Metrics that matter in advertising
• How many clicked the banner?
• What happens after a user clicks your banner?
• Set your goals with the right KPIs
• Use web analytics tools to measure performance

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• Measure performance
• If you have goals you can measure performance
• If you measure performance you can improve your
  campaign (in realtime)
• Do A/B testing with different advertisements on
  different web sites
• Dont just look at the results. Use them to
  improve!

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• Summary
• The web is constantly expanding 21 each year
• Web Analytics will extend your knowledge
• mbl.is media kit web for advertisers
• Not just a question of unique users
• Relation between Modernus measurements and
  Gallups media ratings
• Metrics that matter in advertising

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• Thank you
• Presentation available at www.rimc.is
• mbl.is media kithttp//media.mbl.is
• Questions?
• Ólafur Nielsen oli_at_mbl.is