Question

Topic: Research/Metrics

Help Measuring Blog Success

Posted by lynsey_scott on 9/22/2015 at 8:06 AM ET 250 Points
Hello everyone,

I am interested in knowing how people compare their blog posts. I have been asked to compare in house blogs with some guest blogs for a three month data range (July-September).

The problem with this comparison is that Omniture analytics program is showing blogs which were published from last year, but are still going strong.

Can someone recommend the best way of taking away the publishing date bias?
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RESPONSES

  • Posted by mgoodman on 9/22/2015 at 3:49 PM Accepted
    I don't understand. What is the comparison metric? What question are you trying to answer? What would lead you to rate one blog post higher than another?
  • Posted by Gary Bloomer on 9/22/2015 at 7:23 PM Accepted
    What are you measuring?

    Number of site visits?
    Number of page views?
    Time spent per visitor, per page?
    Number of inbound links?
    Sources for inbound links?
    Number of sign-ups per page?
    Number of sales per page?
    Value per sale per buyer?
    Bounce rate per page?

    And so on with 100 or more similar questions.

    To what end?

    In what niche?
  • Posted by Peter (henna gaijin) on 9/22/2015 at 7:41 PM Accepted
    It sounds like the issue is that older blogs have more time to be found than newer, so are shower greater hits? One way to get around this is do matching time ranges. For example, look just at the data for the first month after each blog is posted. This way all blogs are compared with the same amount of time.
  • Posted by koen.h.pauwels on 9/23/2015 at 3:12 AM Accepted
    there are several ways to reduce the publication date bias:
    1) Peter's excellent suggestion to compare your company's blog performance with that of the other blogs at the same time after their start. The one issue there is that blog traffic in general or in your industry may be substantially lower or higher than last year
    2) as your specific goal is to compare in house blogs with some guest blogs, why don't you compare the each guest blog with the in house blog right before and right after it?

    But I also agree with Michael and Gary that it is key to think about what the blog is supposed to achieve (e.g. awareness, thought leadership, preference) and then derive your performance metric from that.
  • Posted by Shelley Ryan on 11/9/2015 at 5:56 PM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
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