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This week we explore some emerging trends in understanding audience behavior.

PART 1: New metrics

As new platforms continue to emerge, measuring digital success is no longer just about page views, unique visitors or average time on site. Emerging online metrics are starting to focus on loyalty, behavior, impact and relevance. We get an overview from Chartbeat Chief Executive Officer Tony Haile and representatives from Parse.ly and BuzzFeed.

Reporting by Tatiana Darie, Reuben Stern and Rachel Wise.

[To skip directly to this segment in YouTube, click here.]

For more information:

Chartbeat’s Tony Haile explains in this extended RJI Futures Lab Q&A more details about the metrics that matter and other aspects of audience behavior that could be tracked. As we reported previously, the American Press Institute has developed software that enables news outlets to track other metrics related to specific story attributes.

PART 2: Experiments in measuring interaction

The New York Times has developed several tools to visualize how users interact with content. We see what the tools do and hear about their potential to inform the newsroom.

Reporting by Tatiana Darie.

[To skip directly to this segment in YouTube, click here.]

For more information: Here are some of the analytics projects built by the R&D Lab at The New York Times:

  • Kepler is a tool that visualizes combinations of news topics, using tags and user metadata to identify trending subjects among Times readers.
  • Cascade is a 3-D visualization model that links user behavior on the Times website with sharing activity on Twitter. It shows how conversations around content evolve on social media.
  • Streamtools is an open-source graphical toolkit that combines streams of data to produce real-time 3-D visualizations of traffic and user interaction on the Times website.

PART 3: Future possibilities

In a few years publishers may be able to more accurately track activity across platforms, as well as collect other data points more closely tied to organizational goals. Our experts offer some predictions and aspirations.

Reporting by Tatiana Darie, Reuben Stern and Rachel Wise.

[To skip directly to this segment in YouTube, click here.]

Rachel Wise  
 
Video Editor

Reuben Stern  
 
Director of NYC Partnerships



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