TTG Audience Analysis on Affino - Showcase

Executive Summary :

• Objective - Content Strategy, Identify User Personae, Client-related Topics
• Self-service Noticeboard Press Release Gateway
• Travel Agents are TTG’s Key Audience
• 5 Key Subgroups / Subsets / Affino Segments
• Segmentation - Agents, Suppliers, Others / High Street Owner / Manager / Consultant etc.
• Segments Affino Elements - Contact List, Member Type, Security Group, Interest
• Registration / Demographic Form - User Type, Demographic Profile, Topics
• Affino Analysis Dashboard Segments - Top 20 Articles per Segment / Week
• Top Stories Analysis - Views vs Time Spent, Exit Rates, Content Types, Topics
• Excel Spreadsheets
• TTG Voice Content - Analysis, Interviews, Opinions, Features
• Impressions per Segment - Time Spent / Saliency

Key Takeaways :

• Which content appeals most to Segment
• Statistically Sound / Relevant Groups - Content View Numbers per Specific Segments - Saliency
• Time spent on Content / Consumption
• Degree of Engagement per Agent Personae
• Ability to discern KPI patterns over time
• Which are the More Sticky Topics / Content Types
• Being Able to make ’big decisions’ on relevant data
• Incoming vs Legacy Data
• Need for having Auto-Archive activated to keep Data Set relevant and pertinent
• Better Insights
• Weekly Data Insight Review Sessions with Editorial Team
• Impact on Website Page Layout