It’s that time of the month again, and September’s data is now live in Compete PRO. Many of you have taken time to email or tweet your appreciation for the data going live. Thank you! We really appreciate it. It is a big effort to get the data ready. It involves working with 500 million database records every day that we receive from 2 million panelists, extracting and transforming that data, normalizing and projecting that data, creating metrics from that data, and ensuring the quality of the data. It is a tremendous Big Data effort, and getting your notes of appreciation means a lot.
For those of you on Twitter, I hope you have been playing the #DataHunt game. Each week, you can use Compete PRO or Site Analytics to find the answer to a simple question and possibly win a $50 gift card. For more information, see http://success.compete.com/datahunt.
The Affordable Care Act (aka Obamacare) has been a hot topic in the news for some time. With the opening of the health insurance exchanges on October 1, it is not surprising that its website HealthCare.gov topped our Monthly Fast Movers list in September. If you dig a little deeper in Compete PRO you can see that HealthCare.gov also experienced a 13% month-over-month (MoM) increase in average stay. Not only did it have a big increase in traffic, but on average that traffic was more engaged on the site. Obviously, there are a lot of people who are curious about how the Affordable Care Act affects them. I’m really curious to see what happens in October, now that the exchanges are open. I did notice a huge spike on October 1 itself when looking at the Daily Reach numbers in Compete PRO. I’ll make sure to update you next month.
Educational sites dominate the remainder of the Monthly Fast Movers with the start of the school year upon us. Student resources sites like KhanAcademy.org, Quizlet.com, McGraw-Hill.com, Edmodo.com and MathXL.com all enjoyed strong MoM growth. I suspect that the recent Bank of America television advertising featuring Khan Academy played a role in the strong KhanAcademy.org growth. Using Compete PRO to dig a little deeper on the other fast moving sites reveals that the book clubs subdomain for Scholastic.com (clubs2.scholastic.com) grew over 300% MoM, which obviously is a successful tactic that their competitors should consider.
The yearly fast movers tell a different story for September. Instead of educational sites, entertainment dominates the sites that have the most year-over-year (YoY) growth. Television-related sites ShareTV.org, Crackle.com, and TV.com all enjoyed a lift from the Breaking Bad series finale, with Breaking Bad keywords making into the top 20 keywords for each site. Television wasn’t the only form of entertainment that had a sizeable YoY boost; RantSports.com and DraftStreet.com both saw impressive growth driven by our obsession with fantasy football.
MySpace has had prominent mentions in recent “Data is Live” emails and blog posts. If you want deeper coverage on the successful rebirth of MySpace, make sure to check out our blog post about MySpace’s most recent pivot. We take a look at the impressive rise in unique visitors to MySpace.com and discuss the marketing strategies that got them there, as well as the critical engagement metrics that MySpace should be concentrating on now.
Finally, if you are interested in knowing more about online conversion, make sure to download the 2013 Conversion Optimization Report from Compete. It has some great findings that you can use to help shape your conversion optimization strategy.
Conor is VP of Products, Compete Intelligence Solutions. He has led product teams in organizations of all sizes, from startups to multinationals, across multiple industries. Professional experience includes leadership roles in product marketing, product management, development, and communications. Conor is based in Boston and can be found on Twitter at @conor_omahony.