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.


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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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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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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5:12 pm
Thu April 24, 2014

Google Analytics Adds Demographic Data

Demographics overview from Google Analytics

In late 2013 Google Analytics added demographic information to its capabilities, allowing reports to be viewed and segmented by user characteristics like age and gender.  This information comes through the use of Google's ad network tagging and it determined using a combination of estimates based online behavioral data or Google+ information when it is available.  The results can be informative but are also limited.  

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10:51 am
Fri March 21, 2014

Troubleshooting Google Analytics Tracking for SAS stations

A frightening sight or normal Google behavior?

Ever have one of those days when the next big thing has just launched and everyone is waiting for the good news, but instead of spiking, Google Analytics seems to suddenly have flat-lined? Before you have a coronary there are few things to keep in mind.

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3:41 pm
Fri March 14, 2014

Pageviews Aren't Perfect but They're a Good Place to Start

There's nothing like hyperbole to get someone's attention.  Oh boy, did Chartbeat CEO Tony Haile get people's attention when he said "what you think you know about the web is wrong"- but let's all take a breath before we start throwing out our Google Analytics data.

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4:08 pm
Tue February 25, 2014

Ten Minute Training: Adding Custom Variables to Custom Reports In Google Analytics (Video)

The Station Analytics System adds a number of benefits over the standard Google Analytics tag. One of these is the creation of a number of custom variables design to track common elements of articles.  You can now summarize pageviews and visits by Author, Keywords, Source Organization or Program. In this video you can learn how to create custom reports that use these customized fields to track station specific data.  If you don't have time for the video you can download templates for some of the custom variables from the table below.

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12:53 pm
Fri February 14, 2014

Introduction to Google Analytics Segmentation (Video)

If you weren't able to join our live training webinar on February 6th, 2014 you can now watch the video or download the slides on nprstations.org.  The session included an overview of segmentation and examples of how to build visit and user segments for a few key site activities.

Here a few suggestions to get you started by building segments around or two most important activities: listening and reading.

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3:16 pm
Tue February 4, 2014

Should you upgrade to Universal Analytics? Not yet.

a message from the google analytics reporting interface

Have you been seeing messages in your Google Analytics account pushing you to upgrade to Universal Analytics? If you haven't, then you probably aren't looking at your reports enough.  If you have, you can go ahead and ignore them for now.

The most basic reason for you to ignore these is that if you are using the Station Analytics System (SAS) tag won't be supporting Universal Analytics anytime soon. Here's why we've decided to wait:  

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2:19 pm
Mon December 30, 2013

Social media's tremendous growth drives reading on NPR member station sites

Growth of social media traffic to NPR Station Sites

On our November Station Analytics Insights webinar we presented some data about the tremendous audience growth coming from social media.  If you have ever wondered how much of your social traffic is Facebook or whether to be concerned with Reddit we' shared some answers about where the audience is really coming from.  Perhaps you wonder if social media is the best platform  for reaching new audience, then you'll want to set aside 15 minutes to watch the video.  Once you've watched  - join the conversation by tweeting your thoughts using #PubMetrics.

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