Using Analytics to Better Understand Your Podcast Audience
Zoe Bell | Podcasting
An audio stream puts out a significant amount of data. This data can tell you not only who listened to your content, but how — interrupted or uninterrupted, on a mobile device, at work and more.
The only way you can fully cater to your employees and provide them with targeted private podcast content that they will enjoy, is to truly understand them and their listening habits.
What time of day are your employees listening to your content? Are they engaging well with short, high-level episode content or long, interview-style episodes? Do they prefer audio-only or video podcasts? Are there any internal champions who might be able to encourage their peers to listen to your content? How is private podcast adoption looking overall? These are all great questions that can be easily answered with a look at your podcast analytics dashboard available through uStudio.
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.
Podcast analytics that are available in uStudio’s private podcasting solution include:
And, many, many more!
Monitoring where and how your audience is listening to your podcast can help you create successful content. Podcast analytics give you the opportunity to experiment with the format of your show, the length of your show, your podcast hosts and guest speakers, topics of your episodes, and more, to see which is most successful in getting key business messages through to your employees.
In addition to providing better audience feedback, podcast analytics can help to prove ROI within your private podcast initiative. We provide attribution tools to let you correlate podcast analytics with your business goals. With uStudio, you can build custom dashboards with podcast data pulled into the system of your choice - like Salesforce and more.
Named-user data can also help drive employee adoption within your podcast initiative. For companies who are authenticating podcast listeners through single sign-in (SSO), comparing the SSO attributes to the named-user metrics available in your dashboard, your organization can better understand login activity and track users who should be leveraging the tool. If there are members who should be utilizing the uStudio app but are not, it would be worthwhile to look into why, and contact their manager for feedback.
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.
A crucial component of a successful private podcast strategy is measurement - something that doesn’t have to be hard thanks to uStudio’s analytics. 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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