1. 1 Using Google Analytics to Tell Your Audience Story Amy Sample Director, Web Analytics, PBS Interactive adsample@pbs.org @amysample May 25, 2011

2. Today’s Agenda Introductions Analytics Discussion with Religion & Ethics Newsweekly Using Analytics to Describe the Religion & Ethics Audience Q&A Guide to Doing Your Own Analysis June Analysis Opportunity

3. Discussion with Religion & Ethics Newsweekly www.pbs.org/wnet/religionandethics/ www.pbs.org/wnet/religionandethics/

4. Using Analytics to Tell the Religion & Ethics Newsweekly Audience Story

5. Traffic to R&E has grown 8% Average of 65k visitors a month in the last 12 months, an 8% increase over a year ago Average of 87k visits per month, or 1.3 visits per visitor, an 11% increase over a year ago 40% of visitors are repeat visitors each month, slightly lower than the PBS.org average of 44% and slightly lower than the average for news sites. Source: Google Analytics, May 2009 – April 2011

6. Search and social media are important sources of traffic to R&E Search accounts for nearly half of traffic. Just 10% of Search traffic goes to homepage or video portal page. Facebook is the largest non- Search source of traffic. Traffic to Religion and Ethics from Facebook has increased 263% in the last year. Facebook traffic tends to land on recent episodes.

7. Segmenting your audience allows you to see some differences One-time visitors are the largest group of visitors The more often users visit the more they use the site –Fans spend 90% more time on site –Fans view 30% more pages per visit Most top content is the same across segments with a few exceptions –One-time users are more likely to visit archive content –Regulars and Fans are more likely to visit video pages

8. Web-exclusive content performs similarly to other videos on the site 28k video streams in April Video usage is evenly split between Portal and Partner Players Sundays and Mondays are peak video viewing days for R&E while web traffic tends to be more evenly distributed A Web-Exclusive video tops the list of top videos for April –Half the traffic to this video came from Search –Most terms variations of “Of Gods and Men” or “Father James Martin” Streams Father James Martin on ""Of Gods and Men"" 3,744 Prayer and Fasting Campaign on Budget Cuts 1,878 Religion and Social Media 1,462 Hindu Holi 737 Rabbi Sharon Brous Extended Interview 731 Pastors and Guns 723 4/1/2011 671 Pastor David Platt on the Gospel of Wealth 638 Holy Family Ministries 608 Lifta 598

9. Some parting thoughts on analysis Before you do any analysis, ask yourself “what is the role of my site?” or “what do I want people to do here?” –Answering these questions will help you determine what to focus on Don’t get hung up on the metrics –What are the questions you want to answer about your site? Don’t be afraid to start simple –How many people visit, how often?

10. Questions?

11. Resource guide to doing your own analysis available today

12. It’s Your Turn! Name/ Program What do you want to know? What insights would you like to learn more about your audience through your site metrics? What do you think the answer is? What have you tried so far? Send to nreley@pbs.org by COB 5/25nreley@pbs.org

13. 13 Using Google Analytics to Tell Your Audience Story Amy Sample Director, Web Analytics, PBS Interactive adsample@pbs.org @amysample May 25, 2011