Are we paying them too much - can we become more profitable?
1. Are We Overpaying Them?
Clarice Lin
Business Analyst & Marketing Strategist
March 16, 2018
2. Executive Summary
Real Life case study
Measuring returns from digital content development
Become more profitable
Reduced overhead costs
The Opportunities to save cost over time
3. What We’ll Cover Today
Case study examining content performance vs ROI
The audit process
Data points used
Framework
4. Questions
Are we overpaying the content creators?
How are the content creators performing
Quantity and quality of content
Performance vs their remunerations
5. The Audit Process
Established brand - niche
ROI is too low - Revenue stream vs cost
Business model – advertising, events, moving towards paywall
Review high spend on freelancers vs perm staff
6. What Data Points were used
Finance
Monthly remunerations of each content creator over 6 months
Content Management System
Article ID
Title
Author
Date published
Number of words for each article
Article type – opinion, news
Google Analytics
List of articles and their corresponding authors
Pageviews, Bounce Rate, Unique Pageviews
7. Challenges faced
Finance data
Digital content vs print content
Payment were delayed
Chunks of payments
Identifying the full-time staff vs
freelancers
Naming issues in finance system vs
in CMS
Article was republished with a
different date
Titles were renamed – need to
dedup
Google Analytics
Duplicate article
Data exclusion for group
collaborations
8. Finally…analysis to start!!
Benchmarking process
Eyeballs: Total pageviews of all articles by months
Engagement: Average bounce rate and pageview per visit
Average pageview, average bounce rate for each creator per article
Establishing leaderboard of all content creators vs Amount of remuneration
Quantity vs quality vs their remunerations
9. Insights
Some content creators were indeed paid more than others
While a couple show extraordinary performance with their content
Some were overpaid
10. Actions
Renegotiation of contracts
Convert into permanent staff
Team restructuring
Injecting analytics into the day to day review
11. Lessons learned
Data cleaning across different system to match up data
Business process exceptions
Proper tagging of CMS and Google Analytics
13. Clarice is a marketing strategist who
drives business creativity &
effectiveness with numbers.
She has over a decade of experience
in Business Intelligence, Market
Research and Marketing Analytics.
Connect
Twitter:
www.twitter.com/missclaaricelin
LinkedIn:
https://www.linkedin.com/in/claricel
in/
Medium:
https://medium.com/@iamclaricelin
Contact me:
http://bit.ly/connectwithclarice
clarice.lin@baselinelabs.com