Intelligent Redesign - Using Web Metrics to Monetize Your Website

1. Intelligent Redesign -Using Web Metrics to Monetize Your Website • Division of The McGraw-Hill Companies • Largest multimedia information and services provider to the global aerospace and defense industries serving business professionals • Portfolio includes: • – Websites: AviationWeek.com (Public) • AWIN (Premium) • – Magazines - including ‘Aviation Week & Space Technology’ • – Executive Newsletters • – Conferences • – Data Products • – Analytical Tools

2. Align Traffic/Revenue Objectives with Website Plan • Business Objectives • Grow overall traffic by 100%+ in 2007 • Grow advertising and eCommerce revenue by 100% in 2007 • Website Plan • Redesign the public AviationWeek.com Web property with a focus on branding, traffic growth, engaging the customer, facilitating customer interaction, improved user interface and increased content

3. Used Web Analytics As Primary Market Research For Site Redesign • For Online Products Web Analytics Can Replace or Enhance the use of Questionnaires • Compare actual analytics on usage versus traditional research findings • This is what actual users do with our content online Vs what they used to say that they did online…this is real • Use combination of research and web analytics to build plan then take action on findings

4. Used Web Analytics & Research For Site Redesign • Goals • Build the brand • Improve UI • Build Channels to give audience relevant content • More ad positions • More content above the fold • Added more news, videos, photos and blogs • Adding more user tools – profiles, comments, recommendations etc • Future… • Add forums, groups, photo submission and enhanced search

5. Website Monetization • For Aviation Week – monetization means increases in • Ad $ revenue • Subscriptions $ revenue • Leads/trials • Campaign conversions • We also pay significant attention to:- • Return rates • Overall traffic and • Time spent/engagement Web analytics enables us to embrace and understand VOC like never before.

6. Use Web Analytics Objectives To Drive The Business • Weave KPI’s (key performance indicators) into the annual business plan • e.g. Increase traffic by 100% (views/uniques)in 2007 - Via SEO, SEM, and integrated marketing campaigns • e.g. Increase time spent on site from 4 to 5 minutes – more content easily accessible • e.g. Increase subscription sales by 100% via website – more traffic = more sales If you don't measure it, you can't change it.

7. Use Web Analytics To Identify Hot/Cold Spots – Grow the Hot and Change/Delete the Cold Content We look over the users shoulders as they navigate through our content

8. Use Web Analytics To Drive Traffic • Review popular keywords searched across your own site • in terms of news searches • in terms of database searches • Review popular keywords searched on search engines like Google • As a result of this take action and give these recommendations to Editorial to develop content that drives more traffic • e.g UAV (unmanned aerial vehicles) • Wrap marketing around hot content and blast out email to key groups – this is more successful than a single scoop story being distributed over the newswires • Post exclusive stories as early as possible to FARK, DIGG, DEL.ICIO.US

9. Take Web Analytics Knowledge Outbound

10. Take Web Analytics Knowledge Outbound • YTD We have gradually rolled out the new features and promoted them as we’ve introduced them • These are samples of emails, AW.C banners, E-Bulletin banners and external (other paid websites) we have ran so far this year

11. Take Web Analytics Knowledge Outbound • This is the creative theme that will be part of the fully integrated marketing plan. • This will include the following elements:- • Banners – internal and external • SEM – purchasing keywords on major search engines • Outbound email campaign • Print ads • PR

12. Integrate Print & Online Content We encourage all publications to use plugs/icons so that we integrate our content message across print and online

13. New Tools = New Media Opportunties – Need to be tracked Video: Sponsorship – We’re working with WSS to monitor traffic 300 x 250 companion banner Pre-roll commercial

14. Competitive Benchmarking Using Free Analytics • Alexa.com – benchmark traffic • Competitious.com – page views • Technorati – monitors blog traffic across 80 million blogs • Google Analytics – Benchmark your analytics vendor • Google links – .e.g. “info:hoovers.com” to track links to and from competitors website

15. Conclusion: Aviation Week Web Analytics • Align Business Objectives with Site Traffic Plan • Upfront Include Multiple Stakeholders in Web Analytics ‘Needs Analysis’ – • Business leadership team • Sales & Marketing • Content Production – Editorial & Data Collection • Corporate • Strategic Partners • Internal Collaboration – get everyone to buy into the value of analytics to develop your online business • Use web analytics intelligence to add/delete/enhance content that drives traffic to drive traffic

16. Conclusion: Aviation Week Web Analytics • Leverage and work with resources within your organization however big or small (what can we learn from other McGraw-Hill companies to drive traffic) • Code everything before you launch it • Web Analytics is ongoing process and demand for deeper analysis will only grow. Gear up your personnel to ensure you can deliver the data to help steer your business

17. About Visual Sciences Market Leader • Integrated suite of Digital Marketing Solutions • More than 1,400 Enterprise Customers • Headquartered in San Diego, CA Viable • Public, soundly profitable and generating cash • Consistent 40% Annual Growth • $250 – 300+ million market cap Innovative • Two issued patents and 10 more pending • Most comprehensive multi-media analytics solution

18. HBX™ Analytics HBX Analytics is a comprehensive on-demand web analytics solution that delivers actionable, up-to-the-second insight into online marketing performance and web site visitor behavior

19. Taking Action Biggest Challenge Marketers Face with Analytics • 53% say Acting on Findings (according to Forrester)

20. Taking Action • Part 1: THE FOUNDATION • Step 1: Define Business Objectives • Step 2: Determine Key Performance Indicators to measure these objectives & possible actions to take • Step 3: Determine “Who, When, & How” For Reporting • Step 4: Implement & Create Baseline if appropriate • Part 2: TAKING ACTION • Step 5: Take Action • Step 6: Monitor Results • Step 7: Repeat consistently! Tip: Provide Continuous Training and Support!

21. Define Business Objectives • Increase Inventory • New Visitor Acquisition • Identify Potential Partner Sites • Visitor Retention • Satisfy Content Demand • Increase Relationship with Visitors • Identify Unmet Services/Content Demand • Increase Video Viewers • Improve Site Stickiness Objective Task Task Tactic Tactic Tactic Tactic

22. Define Business Objectives • Increase Value of Inventory • Increase Paid Subscriptions • Sell higher CPM Rate to Advertisers • Decrease Unsold Inventory • Identify Advertising Opportunities • Optimize Advertising Campaigns Objective Task Task Tactic Tactic Tactic Tactic

23. Start with business objective. These KPIs are usually raw numbers. (Ex. Total Impressions or Pageviews) Determine number/ratio to help measure progress. (Ex. Pageviews/Visit) Key Performance Indicators (KPIs)

24. Determine Key Performance Indicators to measure these Objectives & possible actions to take Objective: Increase Inventory Measures (Value): Total Pageviews & Pageviews by Section Objective: Increase Inventory Task: Visitor Retention Tactic: Satisfy Content Demand Measures (Ratio): Total Pageviews / Unique Visitors

25. Example of a Daily Report

26. Example of a Daily Report – Part II

27. Example of a Daily Report – Part III

28. How Our Services Help Content / Media Sites • Optimize site content • Monetize content • Improve online marketing ROI • Increase reach and site stickiness • Improve visitor loyalty • Match advertising inventory to online advertiser needs • Increase online registration of US Visitors

29. Homepage Optimization

30. Active Segmentation By segmenting your visitors, you can: Identify which referrers are sending you qualified traffic.

31. Understand Visitor Behavior By segmenting your Visitors, you can: Analyze the behavior of each segment. A New Subscriber views 45 Pages on average during the month! That is more than 3 times the Pageviews consumed by an average Visitor.

32. Monetize Using Active Segmentation There are unlimited ways that you can segment your web site visitors to align with your business goals and advertiser needs

33. Monetize Streaming Media Content Measure all video activity, as well as relationship to other behavior • Measure average durations, simultaneous viewers, completions rates • Understand how video visitors interact with other areas of the site • Determine effect of pre-roll advertising on overall visit success • Experiment with various advertisement placements and durations and monitor success and impact

34. Improve Online Marketing Campaigns Tactic: Acquire New Video Viewers • Identify campaigns that have high Conversion rates. Does it make sense to increase the spend on these types of campaigns ($)? • Identify campaigns that have a high Response rate but low Conversion rate. Why aren’t they converting (broken links, problems with downloading video player, etc.)?

35. Tactic: Acquire New Video Viewers Thank You!