Parse.ly, a popular analytics platform used by some of the biggest publishers on the web, has launched a new version that brings new data surrounding audience engagement and retention into the mix. (See screenshots at the end of this article.)
Here’s how the company’s announcement explains it:
Today, publishers require more flexibility and sophistication in the audience insights they rely upon to successfully run sustainable websites. With today’s launch, Parse.ly is the first platform to unify audience insights around growth, engagement and loyalty. Beyond precise measurement of views, visitors, shares and time, the platform now includes breakouts of on-page attention, mobile devices and visitor retention. Publishers can use this data to identify high-quality long-form content, engaging images/videos, new traffic sources for distribution and audience interest segments that lead to loyalty.
In recent years, online publishers have shifted away from looking only at basic data such as sessions and pageviews, and more at data that indicates how much attention and engagement their content creates. Chartbeat, one of Parse.ly’s competitors, had its “attention minutes” metric accredited by the Media Rating Council last year. Yahoo research around the same time also encouraged publishers to think more about “dwell time” than clicks.
Parse.ly CEO and co-founder Sachin Kamdar says the company’s new platform will help “all stakeholders at digital publishers decode their audiences’ behaviors and preferences. Publishers will finally have a clear picture of their audience.”
The company’s clients include major publishers like Conde Nast, Fox News, The Telegraph, Mashable, The Next Web and more. A few screenshots of Parse.ly’s new platform, provided by the company, are included below.
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