Discover 3.1 — Media Quick Wins: Cross Visit Participation
Over the coming weeks, the media industry experts in Adobe Consulting will share a series of analysis quick wins for media publishers, using Adobe Discover 3. For a limited time, Adobe SiteCatalyst 15 clients can inquire with their account team and ask to take part in a free trial of Adobe Discover. We’ve made it easier than ever to try Discover, and we’re showing some great Discover analysis opportunities specific to the retail industry. For more information and to request Discover trial access, contact your account manager or account executive.
Adobe Discover — Media Quick Win #2 Cross Visit Participation
I’m preparing to take my family on our third trip to Disneyland this year. I have 5 and 3 year-old daughters that can spend all day in the Bippity Boppity Boutique or on one of the many princess attractions. I’ll never forget the smile on my daughter’s face when Cinderella blew her a kiss during one of the many parades we attended. As I started writing this post, I began thinking about what an analyst at Disneyland would say my favorite ride was. If they were looking at ride consumption during my first visit this year, they would definitely say that my favorite ride was the Little Mermaid ride, which my daughter took me on over and over again. While I may or may not have had a thing for Ariel when I was 9, this is not my favorite ride now. If the analyst were to analyze all of my visits to the park they would find that I preferred the much manlier rides like Indiana Jones or Tower of Terror. In this post, I’m going to show how looking at visit level data doesn’t show the whole picture and why it is also important to look at visitor-level data as well.
In a previous week’s Discover post Matt wrote a great article discussing the merits of the metric known as “content velocity” and why one might want to use Discover for this type of analysis. I’d like to continue off the foundation that Matt built and discuss additional ways to think about content consumption.
While content velocity does a great job of showing what type of content drives consumption within in a visit, that’s only one part of the story. For media clients overall, content consumption is dependent upon page views within a visit, as well as visitor return frequency. Take for example the below scenario:
In the above table, we can see that visits that include a Slide Show view go on to drive 10.4 additional page views. This is 85% more content than the average visit. The Slide Show content type wins hands-down. This means we should run a test using Test&Target to promote the slide show and drive visitors there, right? Well, let’s take a look at the average number of return visits during the week following the content view.
While slide show visitors tend to view more during a visit, they don’t return to the site as often. Their low return frequency resulted in an average of 15.6 page views during the week. While video content consumers view half the content in any given visit, they come back almost 3 times as often resulting in an average of 22.36 page views during the week. Now with this additional information, we may want to run a different Test&Target campaign promoting video content.
Don’t get me wrong, visit level content velocity is a great metric; however, with the newest version of Discover we now have an additional metric we can use to view alongside the traditional Content Velocity metric. May I introduce Cross Visit Content Velocity?
With the release of Discover 3.0, we now have cross visit participation metrics. You can find these under Conversion (Visitor Participation) metrics group in the Left Navigation Tool Panel metrics dropdown.
If the content velocity metric is calculated as [Page View Participation/Visits] then cross visit content velocity is simply [Page View (Visitor Participation)/Visits]
In the below report, you can see how this additional view of visitor level consumption may change the actions taken from your analysis. If you were to optimize solely on the results from content velocity, you might promote search over other options. However, looking at cross visit content velocity you can see that individuals viewing the forum or the “news:archive” see less during the visit but come back much more frequently and ultimately consume more content.
I hope this gives you another arrow in your analytical quiver that can be used to maximize your success. Next time, I’ll discuss how we can use segments in calculated metrics as a powerful analytical tool in Discover. Don’t forget to check back for that little gem.