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.

Ways to Connect

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.

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.

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.

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.

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:  

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.

On our December Station Analytics Insights webinar we presented some data about the tremendous audience growth coming from mobile devices.  If you have ever wondered how mobile users get to your site or what the best platform is for growing new audience, then you'll want to set aside 10 minutes to watch the video.  Once you've watched  - join the conversation by tweeting your thoughts using #PubMetrics

On October 9th  I hosted a training about how to use Google Analytics to supercharge your pledge reporting. Your pledge platform is probably giving you information about how many people have donated and how close you are to meeting your goal, but when properly set up and used Google Analytics can give you a wealth of additional insight. We covered a lot of information in the one hour session and I've pulled out some of the important points below or you can review the slides from the presentation.

The web is a visual medium. Since the html blink tag was created we have all been focused on the appearance of our websites, but for the public radio audience listening is critically important - even on the web. Rather than thinking of the homepage as a whole, we looked at the individual parts or functional elements to determine which were most effective at engaging visitors.

This week we launched an improvement to the response time for "Stations like Me" comparisons in the Station Analytics System.  Since the system launched with our 1.0 release we have been troubled by the slow response time in the dashboards.  Our team was able to reduce the amount of time by more than 75% resulting in a much better experience for our stations.

Our dashboards and monthly reports feature traffic source pretty prominently. You are probably well aware of how much of your traffic is from Direct, Search, and Referrals - if you're not, learn more about Traffic Sources in this Google Analytics Training Video. Google Analytics reporting devotes an entire section to Traffic Source, but if it isn't meaning much to you perhaps there is something missing from your reports.

Creating a goal in Google Analytics is not difficult if you have a clear idea of what your goal is and how to identify it on your website. We recommend using goals that are built around URL destinations or events  to track how successful your website is at meeting your goals. This post will walk you through the steps to create your goal in Google Analytics but if you'd like to, you can read more about why you need goals.

At last count we have over 150 stations using the NPR Digital Services Station Analytics System.  These stations are taking advantage of a customized tag that includes Google Analytics tracking and Chartbeat, as well as the ability to easily add event and custom variable tracking.  They also have access to dashboards that pull data from multiple sources - including Google Analytics and Triton Webcast Metrics.  If you haven't yet signed to use our custom Tag Management and Dashboarding system here are some great resources to help you get started.

I don't know about you, but I've always been frustrated by the Google Analytics segment builder because you couldn't set conditions about the user - only about the visit. Well today Google announced some changes to the segment builder that have my heart all aflutter. Check out the changes and look for an invite to a training session in the near future. I see some cohort analysis in our future! woo hoo - it's like Christmas in July!

There's a lot of good stuff coming from the Station Analytics System these days, so if you haven't yet signed up you can read more about it, but I know you're going to like this new batch of enhancements that are rolling out this week.  In addition to launching dashboards, we are supercharging the data that is in your Premium Google Analytics account by taking advantage of Custom Variables.

If you have decided to take advantage of the station roll-up feature in the the Station Analytics System (SAS) here are some helpful hints on how to create and setup the web property in Google Analytics.

Login to your Google Analytics account and click into the Admin section. Once in your account you will see your current properties in the first tab.  You'll want to click +New Property to get started.

Having trouble getting setup in the Station Analytics System?  Not sure what you need in order to get started?  Follow the steps below to get your station up and running on the new system and start benefiting from the new tracking tag today! 

Creating a Login at analytics.nprstations.org :

Confused Stormtrooper
DoodleDeMoon / flickr

You may have noticed something cryptic in your keywords reporting - "(not provided)".  This item has been creeping up in the ranks for many sites and is now in the top slot for many of our stations.  Wondering what this is and what you can do about it?  Well, here's some background:  The keywords that visitors typed into search engine are usually added to the referring url so that they can be captured by Google Analytics for search engine referrals.

NPR DS

Knowledge is power. A cliche, yes, but it's something that many digital newsrooms forget about when it comes to studying analytics. Or maybe they're selectively ignoring the numbers. Is it because the audience might be too small? Or that story they invested huge resources in is only managing a few retweets and likes on Facebook?

 

We're excited to announce the launch of a new Digital Services offering: Station Analytics. Its purpose is to provide stations the best business intelligence on your site and your streams, so you can measure your digital performance, benchmark your progress against other stations, and discover insights that support your decision making for all things digital.

 

The Station Analytics system provides:

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