Boxcar Marketing partnered with the Ontario Book Publishers Association to help Open Book strengthen its position with advertisers. Through a deep-dive analytics audit of open-book.ca, we uncovered valuable insights about site performance, audience behaviour, and engagement patterns. By integrating these findings with recent survey data, we produced a comprehensive advertising kit that clearly demonstrated Open Book’s reach, readership interests, and value to potential sponsors.
Challenge
The Ontario Book Publishers Association was looking to do a bit of a deep dive into the analytics of open-book.ca to create a detailed document for potential advertisers. They also completed a survey that that needed to be integrated into the information for advertisers.
Approach
The project scope for the Deep-Dive Analytics Audit included the following components:
- Review of the last 6-12 months of Google Analytics data to extract relevant top-level insights on readership and on-site behaviour related to traffic, engagement, goal conversions, and performance tracking.
- Observations and insights on site performance and audience behaviour, including contribution of high-traffic pages, top landing pages, best sources for traffic and top conversions (or calls to action such as click throughs, social sharing, newsletter signups).
- Assessment of relevant inbound marketing strategies to identify audience behaviour and key performance indicators relevant to advertisers.
- Content analysis using the last 200 posts to report on key topics and categories of interest.
- Audience analysis using available survey data, cross-referenced with web and social audience data to report on demographics, geography, alignment of interests with advertisers, engagement and loyalty metrics relevant to advertisers.
- Actionable insights and recommendations on marketing strategies to optimize audience reach and engagement, establish benchmarks and targets for performance, and, if applicable, issue alerts on any errors or required fixes.
From that deep dive, the Advertising Kit was created and included relevant facts and insights on site reach, audience size, audience interests & behaviour, and top-conversion paths such as click-through on links & ads.
Results
A clean, professional advertising kit for Open Book to share with potential advertisers.
I hired Boxcar Marketing to do a deep dive of our analytics and surveys to create an ad kit (and other documents) based on them. I was blown away by the depth of work and the flawless final product!
