Michelle Bellettiere

Senior Manager, Digital Analytics

Michelle Bellettiere is the Senior Manager of Digital Analytics at Digital Services and works closely with stations to help them use available analytics tools to guide their digital strategy.  She has worked in analytics for various e-commerce and content sites.

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Analytics
11:45 am
Mon August 17, 2015

Sources Data Now Available in Station Analytics System

New Sources Dashboard

We’re pleased to announce that the Sources Dashboard is now available in the Station Analytics System (SAS)!

The dashboard will provide stations the opportunity to compare traffic trends in channels like direct, search, referrals, email and social, and view what those trends look like compared to the average station.

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Analytics
3:47 pm
Wed June 17, 2015

New Core Publisher responsive stations see gains in story reading

Percent of sessions include 1 story pages for Stations that switched to responsive theme in February 2015 (Google Analytics)

In January, we shared some initial data on improvements for Core Publisher stations that had moved to the responsive theme.  Those improvements included better tracking, improved search performance, and increased reading. Recently, we looked at data for the set of stations that moved to responsive in February 2015.  These stations saw similar improvements, including increases in story reading.   

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Analytics
2:51 pm
Tue April 28, 2015

New Research Shows the Power of Local Site Content Over National NPR Content

Average retention rates for NPR and local Content on select station sites

Recently, the station analytics team was asked to help solve a debate in a local newsroom. This station was trying to decide if it would be  beneficial to supplement its strong local coverage with some national news from the NPR API. Since we have data about web performance for over 200 stations, we were glad to offer some insight. We started by looking at a group of 25 stations with strong digital newsrooms and monthly users between 50k and 300k. We found that, in these stations, local news drove higher engagement and encouraged users to come back.

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Analytics
2:37 pm
Tue January 27, 2015

Core Publisher responsive theme shows measurable gains in analytics

The Core Publisher development team has been working hard to introduce a fully functioned responsive web theme. Over the past few months a handful of sites have moved to this new theme which provides a cleaner look and allows a consistent experience across devices. While we can't share sites confidential details, we can point to a few positive trends that we have seen post launch.

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Analytics
2:30 pm
Mon December 22, 2014

Shining a Light on Dark Social's Impact on Station Sites

Lately lots of people have been emailing me links to articles about a phenomena called "dark social." This is interesting because "dark social" is the phrase coined to describe what was originally thought to be impact of the social sharing of links directly between individuals through email and chat.  Back in 2012, Alexis Madrigal wrote an article about a concerning trend that he was seeing on theatlantic.com.

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Analytics
11:11 am
Wed November 5, 2014

Benchmarking Public Media Sites in Google Analytics (How to)

On this month’s webinar we discussed an interesting new feature in Google Analytics. Google Analytics is currently in the process of rolling out new Benchmarking reports. While our team has not yet worked with these extensively, we find it an interesting options for stations who are interested in comparing their performance with sites outside of public media. 

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Analytics
1:55 pm
Tue August 26, 2014

SAS How to: Set up Google Analytics custom variables using meta tags

Custom variables being tracked for member stations using SAS.

On August Station Analytics insights webinar we talked about data that was collected using custom variables in Google Analytics.  If you missed that webinar you can view the video. For Core Publisher stations the digital services developers handled the set up, but if you are not using Core Publisher here is how you can start tracking additional data about your site.

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Analytics
2:01 pm
Tue July 22, 2014

Focused on mobile? Create a mobile view in Google Analytics

Creating a new view in Google Analytics

Mobile traffic has once again hit a new peak for our station sites and we eagerly anticipate the time when more of our traffic will come from mobile and from tablet than from desktop devices. All this growth can lead us to want to know more about our mobile users - who are they, what are they doing, are we helping them find what they are looking for?

Limitations of Segments in Google Analytics

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Analytics
1:17 pm
Tue June 24, 2014

Audience Lifecycle - Do new users return?

% of new users that return for 204 station sites, Google Analytics

Last month we launched our project to understand the public media audience lifecycle by using better segmentation. This month we are looking into one of those segments to gain insight into whether our new users are returning to become loyal users. The key to growing our digital audience is attracting new users to our sites.

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Analytics
1:15 pm
Tue April 29, 2014

Using new lifecycle segmentation to change the way we look at online audience

NPR member stations are successfully using a web first approach to digital news that is rapidly capturing new online audience. We have watched our social media traffic grow and are consistently improving our reach through new tools, platforms and partnerships, but to fulfill our long-term goals we'll need to encourage deeper engagement and direct relationships between stations and their new audience.  

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