Storytelling Through Digital Analytics by Scott Vanderbilt, NPR #MRA_National #MRX


… Live blogging from Disney Orlando, any errors are my own…

Storytelling Through Digital Analytics

Scott Vanderbilt, Digital Research Manager, NPR; Sarah Withrow, Senior Research Analyst, NPR

MRAInsights

  • NPR is a news media organization “National Public Radio”
  • Afternoon show “All Things Considered”, how does a radio show translate to digital
  • Key issues
    • What is doing well or not in their content, need it real-time, there are dips on certain days and certain hours, as well as certain shows
    • How to better engage with afternoon listeners and increase the stickiness of the content?
  • Digital metrics of audience behaviour gives us the what- when do they tune in and out, which stories do they tune in and out of, amount of time listening
  • Diary studies gives us the how – archetypes of current listeners, grouped by listening setting, importance of the stories,where they listen to the show whether at home or car or work, what platform they listen on, find out what they’re looking for, what they turn to after the show
  • Focus groups gives us the why – motivations and perceptions, they like particular hosts for particular stories
  • English: The logo of National Public Radio's A...Why do they tune out?  it’s not length as long as the story appeals to them.
  • Are they expecting something different? they expect eclectic stories, they love not knowing what the stories will be
  • Does the flow of the show match their needs?  i.e., the order of segment. changing the flow is fine if it’s done gradually
  • [this show sounds like “Sunday Morning” which I love]
  • What would increase the stickiness? Provide the full show or pieces of the show digitally
  • Does the tone match what they want? do they want shorter, snappier news?
  • Which shows draw the largest audience, which content kept them on the website longer?
  • Use voting buttons to see which shows viewers like on their website
%d bloggers like this: