The new NPR One Dashboards let you access detailed metrics on each piece of audio content that you put into NPR One in a way that has never been possible with broadcast metrics. By learning to use this data you will have the tools to make better curatorial and editorial decisions for NPR One, broadcast and beyond. There are two key actionable metrics on the NPR One Dashboards:
- Average Completion (AC) - The average portion of the audio heard by listeners as a percentage of that piece of audio. So, if Listener A heard 50% of your story and Listener B heard 100%, the average completion would be 75%.
- Average Completion versus Expected (ACvE) - A comparison of the percentage of audio heard (AC) for a specific piece to stories or podcasts of similar lengths. This metric is useful for comparing pieces of audio of different lengths to one another since we know that AC is largely influenced by the duration of an audio piece. A rating above 0 means the story is outperforming the average completion for pieces of its length. A rating below 0 means it is underperforming similar length stories.
One way to dig deeper into your data is to sort one of the drilldown reports (Station Stories, Station Newscasts, Station Podcast Episodes, NPR Stories With This Station) by ACvE. Listen to the top performing and lowest performing stories, newscasts or episodes. What can you learn from them?
- The storytelling techniques that best resonate with your listeners. Stories and podcasts with strong introductions that tell listeners why they should care tend to perform best. Would there have been another way to frame or begin lower performing stories to improve their performances?.
- The topics and types of stories your listeners are most interested in. Listeners are most likely to keep listening to stories that matter to their lives. Are there topics or storylines that listeners seem to care a lot about? Are there others that just don’t seem to resonate with your listeners? How might that impact your decisions about what to cover, how to cover certain stories, and what to include in NPR One?.
- The lengths that work best for different types of stories. Shorter stories up to 4 minutes long, podcasts under 35 minutes long, and newscasts that are 3 minutes or less tend to perform best. But some really well-told longer stories can do well too. Look for long stories that perform particularly well. Why did they work? What lessons can you learn about how to right-size your content for your audience from your data?.
What you learn from your analysis can help you improve how you serve your audience on NPR One and beyond by helping you understand how to make your audio storytelling as engaging as possible. To learn more about how to get started with NPR One in Station Analytics, click here.