Context
Pynck.com is an online content publisher, based in Dublin, that produces editorial focusing particularly on fashion and jewellery as well as lifestyle trends. The site is currently informational and the blog pages act as an intermediary referring their audience to related links from relevant company brands.
Objective
The medium to long term objective was to utilise the site as potential advertising space and attract affiliate marketing revenue. In order to build a business proposal, analytics was used to fully understand metrics such as onsite behaviour, the profile of the audience and other factors such as consumption patterns.
Strategy
A number of resources were consulted including third party hosting providers and the analytics data was recorded to determine significant trends. All of the information was presented in a comprehensive report. This has been used to provide strategic insight into the existing customer base, identify high performing content and developing the potential to create a robust, commercial business model.
Results
“We commissioned a project to be carried out by 360 Marketing Consultancy that would help us to understand our audience better and ultimately to build a publishing platform that could potentially attract advertising revenue. We now have a comprehensive analytics report that we are currently using to determine the profile of our website visitors and prepare a commercial business proposition”
Jacqui O’Neill, Publisher of Pynck.com
