Measuring Online Success: New KPIs for Public Media

  • Wednesday - 9:30 AM - 10:45 AM
  • Northwestern/Ohio - Floor 6
  • #PMDMC18

What metrics matter when looking at digital audience growth? Fifteen Station-Resource-Group stations collaborated with NPR and PRX for many months to define Key Performance Indicators that cover station websites, streams, mobile apps, podcasts/on-demand, email, social media and third-party apps. In this comprehensive review, you’ll learn whether you’re tracking the right metrics for every digital channel and why certain metrics are more valuable than others. We’ll cover audience growth and engagement, identity metrics, and revenue KPIs by platform. We’ll also hear how stations are starting to use these new KPIs in practical ways that make a difference.

Membership, Marketing/Engagement, Digital, Radio only


Gabriel Coan | Vice President Digital Strategies and Services | WHYY

Steve Mulder | Sr. Director of Audience Insights | NPR

Michele Murphy | Director of Audience Intelligence | KQED