This week, we discussed Google Analytics and all the awesome insights we can gain from running a few simple reports. In class, we were first direct to this article as a starting point to see some custom reports already out there, created by experts.

One report that caught my eye was the Content/Page Efficiency Report by Avinash Kaushik, which can help answer questions such as: Which content is most engaging? Which subject matter experts should we hire more of? What type of content (videos, demos, pictures, reviews etc.) do visitors value more? 

Sample of output from Avinash’s Content Efficiency Report. Image from Kaushik.net.

After looking at this tool, I thought it would be especially relevant for our client, BroadbandTV. After our initial meeting, BBTV made it clear that they are trying to target millennials (people like me!) and they are investigating what type of content will best attract our attention. Many of their Partners are also millennials, so in addition to appealing to a general audience, this millennial-geared content would also apply to their Partners (the actual source of BBTV’s revenue). We could assist with creating posts on the BBTV Blog, which regularly produces content. By using the Content/Page Efficiency Report, it could reveal what type of content appeals most to their Partners on BBTV’s blog (tutorials, Partner features, etc), and what type of content they should produce more of.

I look forward to bringing up these suggestions to our client, and working with them to boost their social media presence in the world of multi-channel networks, a young & somewhat complex industry.

References:

• Kissmetrics. (n.d.). 12 Awesome Custom Google Analytics Reports Created by the Experts. Retrieved from https://blog.kissmetrics.com/expert-google-analytics-reports/
• Avinash. (2011, August 7). Produce Actionable Insights: Mate Custom Reports With Adv Segments! Retrieved from http://www.kaushik.net/avinash/actionable-web-analytics-custom-reports-advanced-segments/