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A not boring 2-minute guide to audience analytics
If you want to succeed with your content, you have to be thinking deeply about the needs of your audience and how those needs change over time.
What sorts of signals from our audience might we want to listen to?
What I’m going to share with you is a simple audience analytics toolkit, offered by the executive producer for digital platforms at CBC News, Prasanna Rajagopalan.
Turn your idea into a measurable hypothesis
You want to be able to track how your content resonates with your audience. To do that, you need to know what kind of measurable output you will receive — in the form of likes, comments, shares, views, clicks, engagement minutes and so on. Decide how many of those your content should hypothetically produce, and be ready to test it out.
Define what success looks like
Quantitative vs. Qualitative
Quantitative success is page views, time spent, clicks, etc. They’re easily measurable and easily obtainable with analytic tools, like Parse.ly or Google Analytics.
Qualitative success is a bit harder to obtain; it’s measuring whether the time that the audience spends on your content was well-spent, what was happening when people…
