John Wilpers, editor of the FIPP Innovation in Magazine Media 2015-2016 World Report offers advice for gathering, organising, analysing, interpreting, and acting on data:
• Collect the traditional measures (page views, unique visitors) because advertisers still like those
• Collect social share data (Facebook posts, shares, retweets, Pinterest pins, etc.) because they demonstrate some level of engagement and contact with non-subscribers/followers
• Collect the newest measures (total time reading, attention, etc.) because they might actually reflect impact and predict behaviour
• Collect the classics (conversions, subscriptions, etc.) because they demonstrate loyalty and commitment
After collecting the data, apply them as appropriate against your biggest challenges and goals (subscriptions, new products, interactions, conversions, return visits, etc.).
Interpret what the data says about your performance in each case and what the data suggests in terms of improvement. Develop an action plan including various tests of your hypotheses that can be proven or disproven by subsequent data.
And then do something with it, because most publishing companies don’t. Almost every publishing company collects and reports data, but too few outside of the mega-publishers have teams (or individuals) tasked with the responsibility to analyse, interpret, and make strategic recommendations based on data.
Wilpers concludes: "In fact, data analysis and interpretation should be the top action item on the agendas of every editorial and advertising meeting. The first order of business should be to examine progress against short-, medium- and long-range goals as indicated by the data, and discuss what the data suggests in terms of strategic and tactical pivots."
We understand travelling for events is hard, no matter how good they are to attend in-person. This is why we will live stream a number of DIS2019 sessions this year, straight to your device of choice.18th Mar 2019 FIPP News
Less than 24 hours remain to secure tickets to Europe’s premium media innovation summit with our standard rate offer, ending on 12 March.11th Mar 2019 FIPP News
Today is the last day to save more than USD$1,000 on FIPP World Media Congress tickets.28th Feb 2019 FIPP News
The next FIPP World Media Congress takes place this year from 12-14 November in Planet Hollywood Las Vegas. We've made a playlist of the top sessions from the last FIPP Congress so you can remember why it's a good move to book by 28 February and save US$1,000 on your ticket.24th Feb 2019 FIPP News
A Swiss digital news publisher has found their conversion rate of registered users to paying subscribers has increased by five times since they have altered their approach from building paywalls to creating "dynamic pay gates".14th Mar 2019 Features
After years of shifts, downsizing, and mergers, some magazine media around the world are feeling the pinch. We're all dealing with strained and sometimes non-existent resources, stretched for time, and tasked these days with doing more with less.18th Mar 2019 Features
It is early days for developing new mobile storytelling formats. Despite some successful prototypes, most of the heavy lifting is still about to happen, says Jacob Gjørtz, VP marketing at CCI Europe. Based on what we have learnt this far, brevity, video and AI will be central to what happens next.18th Mar 2019 Features
There is a lot of discussion within the content marketing, and indeed the publishing industry in general, as to how recent technological innovations are going to change branded communications. Christine Beardsell, chief content officer and board member of C3, and presenter at DIS 2019, is among the figures leading the conversation.18th Mar 2019 Features
Last year Facebook hired Jesper Doub, who was then CEO of German media giant Spiegel Online, to lead its new media partnership team. In the past the high profile executive has been both a critic of Facebook and a passionate advocate of its Facebook Journalism Project.18th Mar 2019 Features
Visit our Youtube channelFIND OUT MORE
FIPP newsletters allow you to keep up with industry trends, research, training and events across the worldFIND OUT MORE
What’s happening now, what’s coming next