Overview of uStudio’s Podcast Analytics Dashboard
Zoe Bell | Data & Analytics, Podcasting
You asked, we listened. New and improved podcast analytics dashboards are here! You’ll now notice a new series of dashboards designed to make it simpler to understand how your podcast program is performing. Content trends, program adoption and individual listener progress will supply better actionable insights to help you grow your best podcast program.
It is important to consistently measure your private podcast usage with analytics to improve how your company communicates. Employee habits and podcast listening behaviors may change over time and you don’t want anything to go unnoticed as this can successfully shape your future content.
Podcast analytics that are available in uStudio’s private podcasting solution include the following.
Content and Plays:
All Users (ranked by play time) - Displays all Users in your podcast audience with details for each. The Users are ordered with those with the most play time in the given time range at the top and those with the least at the bottom. If there is more data than can be seen on the screen, press the link at the bottom of the table to “View all ### rows”. This drill-down view also allows you to sort by different columns and export the data.
Progress by User - Displays details about content consumed by Users in the given time range. The rows are sorted alphabetically by the User’s email address. If there is more data than can be seen on the screen, press the link at the bottom of the table to “View all ### rows”. This drill-down view also allows you to sort by different columns and export the data.
Adoption Within Your Podcast Program
Adoption can be viewed through your analytic dashboards by comparing the number of your activated users by the number of your licenses. If your adoption number seems low, you may need to reevaluate how you are promoting your program to your audience.
For those who use SSO for authentication within their podcast initiative, this offers the unique opportunity for private podcast content admins to compare user logins to credentials found on the organization's roster. By comparing the SSO attributes passed to uStudio by user metrics, your organization can better understand login activity and track users who should be leveraging the tool. If there are members who should be leveraging the tool but are not, it would be worthwhile to dig into why, and contact their manager for feedback.
Characteristics of Your Users
Podcast Administrators can now clearly view the amount of new vs returning podcast users for each week in a given time frame. Building a recurring audience that comes back for content week after week is important to the long-term success and community surrounding your private podcast. If your returning podcast user number is low, you may need to think about how you can make your published content more engaging. In order to best drive returning podcast users within your program we recommend having a predictable editorial calendar, utilizing promotional materials such as promotional embeds and pushing subscriptions within your audience.
You can also clearly view your podcast audience’s web vs mobile play time. This can again be valuable in determining listener preferences and adjusting your content accordingly. In our recent podcast episode, CCC Information Services told us they had switched to more video podcasting when they realized 80% of their workforce was consuming podcasts on the web during the COVID-19 pandemic. Since the display on a desktop is larger than a mobile device, they knew video would be even more engaging in this setting.
What Is Driving Usage and Engagement?
Our new dashboards should make it easier to understand your podcast usage and engagement. For example, within the content and plays section of your dashboards, compare your content published graphs with your content played graphs. Are you receiving more plays the more often you publish content? Does a regular cadence impact plays at all? Does a show that contains more episodes have more overall listens? In our shows and episodes graphs, you can also view engagement for your unique content including the amount of plays, shares, likes and more for each podcast episode and show living within your studio.
uStudio customers have also expressed wanting more specifics on unique audience members and the content they are consuming. In our Progress By User section, administrators are able to easily view exactly every podcast episode an audience member consumed and how far they listened within that episode.
Take Note of Trends Between Groups
If you have created groups within uStudio’s Podcast Management Console (PMC) you can also filter your analytics dashboard to a particular group. This can help you determine how one group’s listening habits within your podcast channel might differ from another group.
Maybe your sales organization needs short, high-level content while a group consisting of system and software engineers might prefer more deep dive, interview-style private podcast content. Understanding how group patterns differ can help you to develop the most targeted and successful podcast content for your specific internal teams who are consuming private podcast content. You can learn more about group analytics here.
Raw Event Data
All of the data presented in the Podcast Analytics Dashboard is powered by databases of user information, media content, and user events. Most of the data comes from the raw user events via the Podcast Analytics API. Because this data is so detailed, there are often more than 100,000 rows and/or 20 MBs of data available within a select time frame that you cannot download the chart into a CSV. We have provided you a link to our Statistics Dashboard, which is a prototype tool that will allow you to download vast quantities of raw event data. Here is a Statistics Dashboard tutorial on how to generate and download a basic report of raw event data. Our raw event data includes the following:
Our raw event data gives you even more reporting options. Pipe data into your own internal systems to further correlate the numbers with your business goals.
A crucial component of a successful private podcast strategy is measurement - something that doesn’t have to be hard thanks to uStudio’s analytics. At the end of the day, remember your podcast’s success might look different than another company’s podcast. It is all dependent on the objectives you originally place, your business goals, and what you seek to accomplish by implementing a private podcast for your business.
Visit our product page to learn more about how uStudio is helping companies leverage podcasting for internal communications and training needs.
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