Tag Archives: analytics

How to Measure your Podcast

Podcasts have been around for as long as we care to remember. Not only has podcasting seen a boom as of late, it’s become a go-to for learning and communications now that there is a rise in mobile usage made available for everyone.

Internet radio. Remember? It was a thing before streaming music services! Now the internet radio platform has been reborn as podcasts. They are all over the place. The reason is simple: with the democratisation of information, users are not just interested in listening to streaming music channels but also talks on certain topics. With the global access to smartphones with 3-4G, podcasts are easy to listen to while you are in travelling. But should you start and how to measure your podcast’s success?


As an internet marketer saying goes: you should choose the best platform for your content. Or, you should convert your content to each platform. Podcasts are not for everyone and every type of content. Video is a visual storytelling tool; social media channels are snaps of information and anthology and culmination of content. But podcasts are discussion platforms. You are talking so only pick podcast as a platform if you have something to say, more-over, if you have something to discuss with someone else. It’s a conversation platform, you can’t just have 1 guy talking to the microphone, alone.

Not all messages and campaigns and brands are able to enter podcasting. But if you are a thought leader, you have certain topics to discuss, then you can start thinking about getting a podcast.

Now this post is not about how to create an effective podcast but about how to measure it, once it is up there.


Ultimately your podcast has one goal: make you more popular, therefore make your topic more popular. No matter you are a life coach talking about transformative changes, a stock broker talking about stock market or a marketer talking about business hacks – ultimately you want your topic (and you) to be more popular. Get the word out.

For a podcast, you have three ways to measure your popularity.

Interest and loyalty

This is the focus. You need to measure how many people are listening your podcast. Same as video channels, you have the same metrics.

  • How many people subscribed to your channel
  • How many people downloaded OR streamed your podcast
  • How many people listened your podcast at all

With these hard figures, you will get the idea how popular you are.

Now when we are speaking about how many people listened your podcast, we want to know not just how many people started to listen to your podcast but also how many people listened the whole session through. This shows loyalty for us because they care about your topic and found the discussion engaging and interesting.


Now you know how many people are passively listening to your podcast but that’s not at all enough. You want to know that you bring value to their lives. Anytime you bring value there’s a big chance that people will thank you for it.

Saying “thanks” can come in different forms. Leaving a good review on your podcast. Commenting on your platform. Inviting you to collaborate. There are some hard figures and soft measurements that can tell you, you are bringing value to other’s table.


When you are really bringing value, you need to check how much of an impact you made. Users who listened to your podcast and already said “thanks” can endorse you on external channels. Check for social media referrals, social media mentions and your impact outside your owned channels. If you see many users sharing your newest podcast on Twitter, it means you made an impact and you are on the right track.

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How To Build an Insightful Data Report

Analysing your data is one thing but presenting it is where you can shine. Unfortunately creating insightful data reports is not as easy so here are some tips on how to rock it.

No matter what digital property you have, you will face the same goals when it comes to presenting your data. It is viable to build up your report to save time and support decisions for those who will read those reports. We have covered the topic from a strategic perspective before, but this time we will focus on a more practical approach.

Betting on a tool is hard as there are so many of them. Most people instantly think that presenting data means a presentation, but it is not like that. Offline presentation tools like desktop PowerPoints and stuff might be a good choice for a strategic meeting or an annual insights coverage, but it is the worst choice for an on-going reporting. It’s not interactive; it only shows data gathered when the presentation is produced, and it’s only available offline (even if you share it).


Your Presentation Tool Must Be Online And Up To Date

The tool you pick must have some key features:

  • It must be available online anytime
  • It must present live data
  • It must be interactive so timeframes and data ranges or even charts can be played with if the reader of the report decides to do so
  • It must have an easy-to-do approach on creating charts, flows, processes to deliver good insights
  • It must be connected to a tracking or metric system so data can flow in easily
  • Nice bonus but it should be great to save some time for the reporter so the report can be created once and the structure can be reproduced with a few clicks

Google Analytics is the widely used free metric platform for SMEs. We strongly recommend using Google Data Studios as well as it delivers the same features highlighted above. It is easy to use; the report-buildup is quick, it refreshes data real-time, it is interactive, it is online and shareable, and you only need to create the report’s structure once and can multiply it anytime for other digital properties. There are other 3rd party services that use Google Analytics as a source, but usually, they are not as customizable or not free like Google Data Studio.

Build Up Your Report

Now you have the tool to present; you need to build up your report from scratch. Ideally, all data you have is flowing in the report and creating charts is just a few clicks. The technical details on how to build up your report are different on every tool you choose, but fundamentally it is the same: you select a data source, then pick metrics, then setup dimensions, and you are good to go with a descriptive chart design. You then multiply the charts and organise the report. The question is what should be the best order. There is a straight line you should follow with that.

Every business is different, but everyone has a digital platform with some goals and objectives. The first part of your report – let’s say the first page – should focus on the big picture. How’s your site performing regarding big numbers? How crowded is your site? Who’s coming in and out? What’s the mobile percentage? What’s the bounce rate? What are the pages / sessions? These are important questions and metrics that can describe the big picture which is the overall site performance.

Your most important KPIs should follow the structure as next. Is your site focused on e-commerce? Put the goal conversions on the first page as it’s the single most important metric you need to take an eye on. Are you a media company? Put the share event tracking on the first page to see how viral is your content. Are you a consulting company? Put new visitors up to the first page to see how many new prospects you have. Determine your goals and objectives which define your most important KPIs and put those figures at the start of the report to get the quick look on your success.

Now everything else can follow as the rest is totally deep-dive and sometimes unrelated. Build up the rest of the report, so it helps you to describe the causes behind the big picture metrics. If you are a media company, focus on content on the second page. It may contain the most important topics on your site. If you are in the e-commerce industry, you should focus on the performance of your funnels here, that can describe the goal conversions you showed on the first page. It is totally up to the business and their KPIs what are the main and miscellaneous figures.

The end of the report should be a collection of interesting facts you have observed, trends that can lead to the future or just deep-dived insights. You can showcase figures on the visitors here or some referring traffic insights. Maybe you have an ad campaign connected to your data source, you should put that here too.

Clarity For Better Understanding

There are tweaks where you can support the better understanding of your reports.

  • Add descriptive titles to your charts. Avoid definitions as titles. Instead of naming the chart just “bounce rate” use “The amount of users leaving the site in the first X seconds”
  • If needed, further explain what we can see on the chart
  • Group your charts into topics: “How deep visitors go to your site” can contain different figures from pages/sessions, frequency figures, engagement metrics and much more
  • Add the learnings if needed directly in the reports, even if it looks simple just by looking at the data itself. Understand that it may look simple for the data expert, but not for the decision maker
  • Design the whole report and use branding – this makes the report closer to the reader

Presenting your data shouldn’t be hard if you are using the right tools to build a report that enables strategic decision-making with your data and insights. At the end of the day, the decision maker will have the last say based on the report.

Book an on-demand Q&A session where we answer all further questions you may have about this write-up.

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Digital Success: Automation & Segmentation Increases Profit [Free Download]

Our first issue of Digital Success was primarily distributed to our clients and our agency partners as a print magazine. The original purpose of the publication is to act as a medium to let our clients know the how marketing analytics continues to shape today’s marketing standards and impart actionable insights they can apply to their business through the process of storytelling.

The welcoming reception to our first issue of Digital Success inspired us to create and continuously improve more and more downloadable content aimed to educate and guide. We’ve now gone full circle, and we’re finally back to our roots with the second issue of Digital Success.

This issue of Digital Success delves deeper into automation, segmentation and personalisation and how these industry’s trends can be utilised to grow your business. Included in this e-magazine are articles from Walter Analytics’ in-house content creators and consultants imparting you our own stories about:

  • Leveraging automation, segmentation and personalisation
  • Interpreting data better
  • Utilising automation processes to increase your sales
  • Client success story
  • Our top tool choice review

Download Digital Success: Automation & Segmentation Increases Profit now!

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Is Digital Analytics as a Standalone Expertise Dead?

Digital analytics was a standalone expertise in recent years. Some companies built groups around it with analytics experts; others hired analytics professionals to act as a support for their marketing team. Now it has been changed, and it’s a natural evolution for the industry.

Digital analytics is no longer a single expertise you can build on as an employee and companies are no longer in need of a single digital analytics expert. This is the nature of the evolution for analytics, and it is highly beneficial for everyone. The new setup has high demands for everyone: digital analytics is a must to know, and everyone who has any single authority in marketing has to know some analytics knowledge.

Everyone is an analytics expert

Back to basics

As a marketing expert, you should be aware of the key performance indicators anyway. These are metrics that justifies your marketing choices and demonstrate your success undeniably because they are hard figures. As a marketer living in the digital world, the core metrics have enhanced with various new ones from the digital analytics world. Meaning now, everyone who makes relevant marketing or business choices should know something about digital analytics.

This is the state when digital analytics has grown up finally. It has happened with social media; you can’t sell services now only by updating social channels. You should be expert in content, marketing and digital. Analytics is no longer a special place too.

Working with massive data sets and connecting separate sources: still an expertise

Of course, you won’t be an expert in big data but let’s face it: most companies don’t need massive big data knowledge, they just know how their funnels work regarding metrics. When a business has more sources of data and the number of files they are getting is beyond traditional digital analytics tools: they still need a good specialised expert in digital analytics. But most companies don’t need this knowledge..


Learn the basics or teach your staff

The basics of digital analytics can be taught via online academies or internal training. It is accessible and cost-effective to find out more. Now that this is not a unique place to visit, you can make an impact on learning the basics of digital analytics. This is what you can do:

  1. Follow current digital analytics experts and listen what they say, learn their knowledge
  2. Hire an external training professional to teach you the basics of analytics
  3. Attend online courses or visit online digital analytics academies, the resource for knowledge is vast and mostly free or cost little only
  4. Hire someone who has demonstrated digital analytics knowledge and let the new one teach the others via internal training
  5. Start to cooperate with an external digital analytics expert

There are also added benefits once you mastered the basics of digital analytics:

  1. You will become more responsible regarding your business choices as you now know how to measure against them
  2. You will become more confident working with figures and experts in data
  3. You will get great eureka moments and insights from your audiences as you deep-dive in figures

Remember, if something is accessible for everyone, then it is not a special expertise anymore. The basics of digital analytics are easy to learn and follow, and if you think you can outsmart the best analytics experts, you can still upgrade your knowledge.

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Top 3 Digital Analytics Trends To Watch Out For In 2017

Marketing automation, audience segmentation and personalisation are the biggest trends to watch out for in the digital marketing sphere in the coming 2017.

In 2015, digital marketing tools evolved to a stage where literally everyone who has some basic knowledge in digital marketing can kick-start a campaign with the latest and most advanced digital tools. Building a website or a landing page is now as easy as creating a social media profile. Implementing analytics systems doesn’t require a developer and every marketer, aware that there is so much noise on the internet, knows that every company should personalise their messages to reach out to the right person in their audience.

Automate to save time for more important tasks! 

In the early 2010s, digital marketing tools, like social media management services, email and newsletter providers and digital sales software went over the tipping point and went beyond the early adopters – the best professional marketers. Just last year, these tools have evolved to a simplified and sophisticated user interface; everyone can sign up and start to use them.

Tools like Hootsuite, IFTT and other management and automation services are available for the masses now. Services which were available for only the biggest companies and agencies are now not only affordable but also just as sophisticated making them accessible to use for any organisation. Companies like Pardot, HubSpot, Marketo, and Infusionsoft, are on fire not just for large organisations but for SME’s and freelance marketers as well.

This is a result of good user experience planning and the increasing demand for these services. Marketing Automation is a great timesaver and can lead to significantly better results when planned and implemented correctly across an organisation.

Segment your audiences to increase your sales impact! 

Segment your audiences to increase your sales impact! The same pattern happened with digital analytics in the early 2010s. All-rounder analytics services were made available, and free products like Google Analytics brought plenty of value for marketers. Paid tools like ChartBeat and Omniture with solid insights were also affordable. With the boom on big data in the past few years, the data gathered from digital channels began to become useful.

To remain competitive, leading organisations have learnt how to capture, analyse, and leverage this data in their business decision making every day. Segmentation is a core skill to learn and apply to digital marketing. Segmenting your target audience and your actual buyers will help you increase sales.

The usual segmentation techniques on demography and top level site usage are not enough anymore: segmenting on the individual customer journey is a must for every website which has a reasonable amount of traffic and buyers. The new trend of attribution marketing has grown out from high-level segmentation techniques and will begin to influence trends: now you can assign values to each segment in the customer journey to maximise your sales funnels’ success on an individual basis.

Personalise your targeting to make an impact! 

Sophisticated and accessible digital analytics have grown personalisation in digital marketing. Personalisation began with adding the first name of the customer to the email introduction, or subject line. Personalisation now includes specific personalised email and website content, and prediction of what a person’s interest. A personalised email has six times more traction and revenue rate than template emails.

Targeted call-to-actions are also much more successful regarding conversion than traditional CTAs. Analytics has its part in this game but not with the top-level insights as we see in segmentation but with high valued real time data which allows marketers to personalise on-demand every aspect of the customer journey.

With the growing trends of automation, segmentation and personalisation, digital marketing consultancy has also changed. The traditional production-based client-agency relationship is becoming less relevant, and the classic consultant is the winner of the game. This helps the internal marketers who keep an eye on the real-time customer journey of the company and consults on the best use of the services and evaluates all marketing plans with the expert’s outsider view.

The Walter Analytics team is always on its toes and on the lookout for relevant trends to determine how our clients can leverage them to grow their businesses.

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