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

Apr 29, 2014

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.  

To better understand our audience and measure our success we are creating a consistent lens for viewing the lifecycle the public media digital audience. On the April Station Analytics Service insights webinar we presented a new structure that we will be implementing in the coming months, but we also shared some interesting differences that surface when we begin segmenting our audience according to our lifecycle stages. View the video below to learn more. 

We look forward to sharing more system wide trends and insights and plan to implement a more robust customized system for tracking later this year.  Until we launch custom tracking we will be using the following preliminary Lifecycle segment definitions, and hope you will find them helpful in understanding audience behavior on your own sites. Click the links below to import these definitions into your Google Analytics account:

New – Use built-in segment
Repeat - http://bit.ly/GARepeat
Loyal - http://bit.ly/GALoyal