Audience Metrics

Online audience measurement has evolved well beyond unique visitors and time spent. Social media, paywalls and mobile/e-reader channels have added new layers of complexity to audience metrics. How do you define, measure and monetize a high-quality audience? It’s all about the data.

Four trends that are disrupting your audience metrics
Defining the right audience metrics is made more difficult by four disruptive industry trends: paywalls, e-readers, social media and circulation declines. We look at the audience measurement challenges and opportunities for each. 

Why activated readers are more valuable
More advertisers are requiring you to prove you have the right audience. What metrics can you use to make your case?

What metrics are advertisers really interested in?
Digital agency veteran Drew Neisser on what metrics matter and why.

How to track your brand in the social Web
Chances are, your readers are sharing your content on dozens of different platforms and social media. We look at how to keep track of it all and measure whether your readers are reacting positively or negatively.

Emerging Web metrics focus on engagement, audience quality
Many experts agree that quality of traffic is becoming a more accurate measure of user engagement than page views and unique visitors.

Want better CPMs? Improve your audience metrics
Audience metrics may not be rocket science, but to many publishers and marketers, they may feel that way. The key is to find the right mix of metrics that provide the most relevant insights into your audience.

Putting a new lens on Web analytics
As digital becomes a bigger part of a publisher’s playbook, management teams will need to take a harder look at their Web analytics efforts – not just what they’re measuring, but the return they’re getting on those technology investments.

5 hidden features of Google Analytics
We explore five under-the-radar features of Google Analytics – with video tutorials for each – that can help any media website team better monitor and act on traffic.

Discovering trends with Google motion charts
Google Analytics’ Motion Charts feature lets you look at several metrics at once, revealing meaningful patterns and trends that would be hidden in simpler charts or spreadsheets.

Analyze this: A sales team’s guide to insightful analytics
A little bit of Web analytics training can go a long way to providing your sales team with the knowledge and confidence to make it rain on the digital side.

5 warning signs that your cost-per-lead deal is a raw deal
While cost-per-lead programs can be lucrative for both the publisher and the client, they can on occasion become a real liability for your business. How do you know when to walk away?

10 key engagement metrics to track
While no single metric will be a solid indicator of how engaged your community is, there are a few measures that can help guide you toward which conversations and interactions to pay attention to for deeper analysis.
Source: Radian6

Social media measurement: Are you getting value out of Twitter and its peers?
Intuitively, we know that more reach means more impact, and nicer comments mean more satisfied customers (who will influence others). But how do we measure the actual impact of each?
Source: MarketingExperiements Blog

Behavioral targeting & Google Analytics: How to create personas
The first step to a successful behavioral targeting process is finding the right targets. It is not always obvious which users should be “bucketed” together.
Source: Search Engine Land

Want your online ad to perform? Try buying some good content
New OPA research proves that when it comes to driving ad effectiveness and moving the needle, environment matters.
Source: Advertising Age

Quantifying social results
Bringing hard metrics to the realm of social media remains a challenge, with marketers in disagreement over whether 2010 will be the year they see quantifiable results from their efforts.
Source: eMarketer

ABC to audit newspapers on mobile
Acknowledging the growing number of readers who interact with newspaper content via mobile devices, the Audit Bureau of Circulations will begin measuring newspapers’ mobile audiences.
Source: MediaPost

Analytics are not audit
Peter Black, SVP of Business Development at BPA Worldwide, explains the difference between web analytics and audits in this piece.
Source: BPA Worldwide