Analytics

Our Analytics Service provides digital business intelligence for NPR stations, answering key questions on audience reach, engagement, content, and monetization. Based on system-wide data, we share key trends, actionable insights, deep analysis, station best practices, and analytics training and support on all of a station's key digital platforms: live streaming, on-demand audio listening, website usage, NPR One, and more. At the core of the service are regular webinars and the custom measurement and dashboards of the Station Analytics System.

Looking for a specific topic from a webinar or blog post? Check out our index of analytics topics.

Over the past few years we've used our station analytics data to learn a lot about our digital audience. Recently we've been looking at the characteristics and behavior of our users over a longer timeframe through a Google tool called BigQuery. We call this endeavor our Digital Conversion Study and have previously publish our insights about donors and our insights about repeat users.

In July, the Station Analytics team started an on-going investigation into the long-term site interaction trends that correlate with higher levels of site engagement and donation. Recently we shifted our focus from donors to repeat users of our sites with the goal of better understanding our loyal audience. Here's what we were able to learn about visitors who come to our sites more than once. 

By now you may have heard the news about an exciting collaboration amongst public media partners to develop new guidelines for tracking podcast audience metrics. Below is a bit of background information, details on how the new guidelines are being incorporated into the on-demand audio dashboards in the NPR DS Station Analytics System, and what the change may mean for your own podcasting stats.

New Public Radio Podcast Measurement Guidelines

In July, the Station Analytics team started an on-going investigation into the long-term site interaction trends that correlate with higher levels of site engagement and donation. This project uses Google’s BigQuery tool to load granular Google Analytics data starting from April of 2014 and building into the future. This tool allows us to analyze user data across longer periods of time than what is currently available in the Google Analytics interface and to perform more complicated custom calculations.

On the December Station Analytics Insights call we talked about our recent upgrade to the newest version of Google Analytics, Universal Analytics.  One of the key benefits of the transition was the ability to store additional data in Custom Dimensions.  Custom dimensions are used to collect and analyze data that isn’t automatically tracked by Google Analytics and they replace Custom Variables that were used in the previous version of the tracking code. This new information will allow us to answer lots of interesting questions - on the webinar we walked through the following examples:

NPR Digital Services is pleased announced a partnership giving NPR Member Stations access to eMarketer Research - an industry leading research firm, providing data, insights and perspective for marketing in a digital world.

Any employee of an NPR Member Station with a station email address can get full access.

More information and the NPR Member sign-up link is available on nprstations.org.

What is eMarketer?

Update: Due to a late breaking bug in final QA, we are moving the transition to December 1 to keep data integrity a priority. 

We’re pleased to announce that the Devices Dashboard is now available in the Station Analytics System (SAS)! The dashboard will add to our new tab titled “Sources”, and provide stations the opportunity to compare website traffic trends across those visitors using Desktop, Smartphone and Tablet. You will also be able to view what those trends look like compared to the average station. This chart shows information about website traffic only (and does not include information about streaming or on-demand traffic). 

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.

Twice a year we step back and look at the overall digital trends in public media. In last year's PubMetrics presentations, the news about live streaming was mostly positive: While cume wasn't growing, our existing audience was listening more often, so listening time overall was still on the rise.

Update: Due to a late breaking bug in final QA, we are moving the transition to December 1 to keep data integrity a priority. 

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.

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.

On Demand audio measurement works very similarly to webcast measurement.

We need to access your logs to process them for On Demand metrics, via a FTP account where we can download the logs nightly. Please note these are not the same logs used for SoundExchange reporting nor live streaming measurement - these are on-demand specific files.

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.

We all have access to useful metrics on our sites and our live streams. But on-demand audio created by stations - including audio segments, archived programs, and podcasts - has been a black hole. Not anymore.

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