ChartbeatAnalytics,Insights,andOptimizationforDigitalContent

Digitalcontentpublishersarealwayslookingforwaystoimproveaudienceengagement,makeinformededitorialdecisions,andincreasereadership.WespokewithNaliniEdwin,DirectorofProductMarketingatChartbeat,abouthowtheirplatformprovidesreal-timeanalytics,insights,andtransformativetoolsforcontentteamsaroundtheworld,helpingthembuildlong-termaudienceloyalty.

ThisinterviewwasoriginallypublishedonMay14,2020.

WhatisChartbeat?

Chartbeatmakesproductsthatgiveyoudataandinsightsaboutyourcontentandthetoolstoimproveitsperformance.Specifically,weprovideaudience-loyaltyandtrafficanalytics,experienceoptimizationtools,andclickstreamdatapipelinestocontentteamsaroundtheworld.

Ourcustomerbaseisprimarilymediaandpublishingorganizations,andweworkwiththousandsofmediabrandsacross70+countries,includingTheAtlantic,TheNewYorkTimes,CNN,TheWashingtonPost,LeMonde,andTheTelegraph.Butourplatformisalsousedbycontentteamsinmanyothersectors,fromnonprofitstofinance.TheyallrelyonChartbeattotracktheengagement,loyalty,andreachoftheiraudienceandtogrowtheimpactofwhattheycreate.

HowdodifferentrolesuseChartbeat,andhowdoyourtoolsworkforthemtodeliverefficiencyandeffectiveness?

Theeaseofuse,speed,andflexibilityofourtoolsaretheprimarydriversofefficiencyandeffectivenessacrosstheboard.Someexamples:

EditorialandproductionteamsuseChartbeat’sanalyticsandoptimizationtoolstounderstandwhattopicsareresonatingwiththeiraudiencebothinthemomentandovertime.Thishelpsthem:Plandaily,weekly,monthly,andannuallineupsAllocateproductionresourcesefficientlyacrosssectionsandauthorsEnhanceonsiteUXandtroubleshootwhereneededTestandexperimenttooptimizeforonsiteengagement,particularlyonhomepagesandlandingpagesAudienceDevelopmentteamsuseustounderstandthedriversofvisitorfrequencyandloyalty,aswellaswhatsegmentstocultivatefurther(andwhichtacticstouse)SocialandCommunityteamsuseustodiscovernewcommunities,engagethemappropriatelyforeachplatformwithcontentandconversation,andstayontopofsocialchatterasadriverofreferraltrafficonsite.Marketing,product,anddatascienceteamsuseourpipelineforclickstreamanalysis,allowingthemtoaccomplishthingslike:TargetedmarketingMulti-touchattributionCustomersegmentationRegistration,subscription,andchurnpredictionLifetimevalueanalysisPoweringinternaldashboardsAlgorithmandfeatureresearchHowcanyourReal-TimeDashboardhelpusersunderstandhowtheiraudienceisconnectingwiththeircontent?

OurReal-TimeDashboardhelpsyoufindandunderstandyourreadersbymonitoringandtrackingpatternsintrafficandloyalty.Itanswerstwoessentialquestions:Howisyouraudiencegettingtoyourcontentatthemoment,acrosstheuniverseofchannels,platforms,anddevices—andhowmucharetheyconnectingwiththatcontent?

Armedwiththatinformation,teamscanadjusttheirproduction,promotion,andoptimizationdecisionstoalignwiththeactualbehavioroftheiraudience.

ForChartbeatoptimizationtoolsspecifi