The Palm Beach Post ANALYTICS TEAM 12/10/13 RUSSELL CHAPIN AUSTIN NICHOLS

In The Beginning… Basic digital advertising knowledge Limited experience with SiteCatalyst

In The Beginning… Used Adobe Materials and SiteCatalyst Videos Interactive Class Made Similar Observations

Our Role We Identified Problems Students: Section Specific Editing Class Leaders

- Design & Site Subsections - Paywall & Subscription Strategies - Paid Content Analysis - PBGametime- PBPulse - Video- Mobile - SEO & Google+ - Social - Dashboards

IMPROVEMENT User Experience User Engagement Content Optimization

EXPERIENCE Design

EXPERIENCE Design Problems: Navigation Obscured Content

EXPERIENCE Design According to SiteCatalyst Breaking News Visits: 24% exit site w/o clicking a link News Home Page Visits: 26% exit site w/o clicking a link 5% immediately return to the home page

EXPERIENCE Design Solutions: Simplify Navigation - Condense Sections Increase Prevalence of Most Popular Content - Booking Blotter - Crime

EXPERIENCE Subscriptions Fewer Hoops

EXPERIENCE PBGametime #1 Referrer: Google - Misleading

EXPERIENCE PBGametime 32% Bounce Rate

EXPERIENCE PBGametime 1. Bring PBGametime back into the Sports Section. 2. Consolidate forums to promote more discussion. 3. Increase User-Generated Content

EXPERIENCE PBGametime 1. Bring PBGametime back into the Sports Section. 2. Consolidate forums to promote more discussion. 3. Increase User-Generated Content

EXPERIENCE Dashboards Improve Internal Experience

ENGAGEMENT Social Media Low Revenue Projections Cross-Platform Promotions Help Engagement

OPTIMIZATION MyPalmBeachPost Free Content Links On Paid Site Lead Users Away From Paid Content

OPTIMIZATION Video October September 2013: 31,680 views of original content on NDN network of sites 2,481,877 views on palmbeachpost.com $64, of revenue

OPTIMIZATION Video Top of the page section tabs Searchbar Latest Published Video Pushed to Homepage Emphasize Mobile $7.19 B in Mobile Ad spending end of 2013 (eMarketer) China already accesses net with more smartphones than PC’s.

OPTIMIZATION SEO Not ranking well for popular search terms High Bounce rates from search engine references Users are not finding what they are looking for

OPTIMIZATION SEO Page 2

OPTIMIZATION SEO Optimize title tags and meta description for major site sections to improve user experience and increase Click-Through Rate Create sitemap

OPTIMIZATION PBPulse

OPTIMIZATION PBPulse Page views in October 2013: 26,984 Bounce Rate in October 2013: 46% Remove unpopular AP Feeds: Estimate saving $28,600

IMPROVEMENT User Experience User Engagement Content Optimization

IMPROVEMENT Best Design Practices Effective Social Media Engagement -Cross-Promotion Premium Content Optimization Niche Publication Consolidation SEO Video Optimization Mobile Optimization

REVENUE Sum of Projected Revenue: ~$588,000

CONCLUSION Lessons: Technical: Analytics

CONCLUSION Lessons: For Future Groups: Early Analytics Access Interactive Advertising Class Schedule

The Palm Beach Post ANALYTICS TEAM 12/10/13 RUSSELL CHAPIN AUSTIN NICHOLS