Digital Analytics: Localization and Benchmarking
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Gathering, measuring and understanding the right data that aims to track user behavior and preferences on a consistent basis, are essential parts of any effective digital strategy.
To help stations with the at-times seemingly impossible task of analytics tracking and benchmarking, the Digital Analytics team continues to provide monthly reports for stations to leverage. The Localization Report provides stations data about PBS.org visitors who are localized to their station. It has five tabs: General Audience (GA) localization data, GA by State, GA by DMA, PBS KIDS data by State and PBS KIDS by DMA. The team will be incorporating PBS KIDS localization data very soon.
While the localization report measures numbers on PBS.org, the Benchmarking Report allows stations to easily interpret their site growth and rankings among other stations using audience and engagement metrics from the stations' own Google Analytics accounts. This report is an opt-in resource and only available to participating member stations. To date there are 65 participating stations, which range in market size, licensee type, and geographic and demographic makeup. To gain access to this report stations will need to grant the Digital Analytics team access to their station's Google Analytics account. Since stations are opting-in you'll actually be about the review other participating station's data as well to see how it relates to your station. The goal of all the reports and work the Digital Analytics team pulls together and presents is to provide the most impactful and effective tools for the member station system.
In an effort to streamline our communications and lighten your inbox, starting with this month's release both reports are going to be sent in one email to stations who wish to receive this information. If you would like to subscribe to please reach out to Kate Alany, Sr. Manager, Digital Analytics, who will confirm whether you are participating in the Benchmarking Report or would just like the Localization Report and other alerts on analytics information.
Remember that you can always provide the Digital Analytics team with access to your Google Analytics account. In doing so, it helps stations who have questions about their analytics and who would like to participate in potential pilot groups.
More for information about Analytics review previous posts from the SPI blog.