DIGITAL – Getting to know your audience has never been easier. With social networking sites like Facebook, Twitter, and Instagram, publishers can instantly measure reactions, pinpointing what works and what doesn’t.
But for Lionel Low, Digital Analytics and Insights Consultant at AT Internet, a global leader in digital analytics, basing on the likes a content gets from social media is just scratching the surface. Publishers can now look deeper into the behavior of their audience, their likes and dislikes even without them directly providing feedback–this includes website lurkers which probably make up the majority of the internet.
By studying user behavior, publishers can make decisions based on solid data. Data can tell you many things including content that are of high interest to readers which will prompt the publisher to either do follow up stories or come up with similar ones or do both. The data can also be used to suggest relevant stories, making your users stay longer on your website and lowering bounce rate. On the other hand, publishers will also be able to see the content that are low on numbers, helping them identify areas for improvement.
On the marketing side, knowing which content are racking up hits can help publishers sell pages and spots by providing real numbers. And instead of carelessly dropping the box and banner ads to just anywhere in the website, these can be tailored fit according to your user’s preference, increasing the chances of interaction.
According to Low, a lot of publishers still shy away from using legitimate tools to measure analytics despite its obvious benefits because of the fees to pay. This, Low said, is not always the case. Publishers can start by using free tools that are scattered around the web. This can give publishers a head start on taking advantage of digital analytics.
As a global leader in the area of digital analytics founded in Bordeaaux, France, AT Internet, provide an analytics suite to enable some of the world’s most demanding brands meausure, analyze and visualize data and digital performance. Some of their clients include CBS International, T-Online, and Lagardere.
