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You are here: Home » The RSS Marketing Diary » RSS Audio Interviews and Conversations » RSS Metrics Focus: Interview With Dick Costolo and Stuart Watson, Part 3 - Concrete Feedburner Metrics, RSS Measurements Step-by-Step and Average Daily Readership

June 19, 2005

RSS Metrics Focus: Interview With Dick Costolo and Stuart Watson, Part 3 - Concrete Feedburner Metrics, RSS Measurements Step-by-Step and Average Daily Readership

Stuart Watson opens with a simple to follow step-by-step plan on how to start measuring RSS and then based on these metrics improve our marketing (e-commerce marketers included) and publishing performance.

Dick Costolo shares concrete aggregate metrics based on Feedburner publishers (based on 60,000+ publishers):

a] 5% a week growth of managed feeds.

b] Existing feeds are growing at about 5% weekly. An amazing growth ...

c] Feedburner even manages some feeds with over half a million RSS subscribers, and a great many of feeds with well over a 100,000 subscribers. Yes, there's a lot of hype surrounding RSS, but with many feeds having greater reach then many traditional newspapers that question no longer seems relevant.

d] Listener growth for podcasting is growing. In Feburary the feeds Feedburner manages had 15 subscribers on average and today they have 65 listeners on average.

f] Clicks (feed-to-site) in relative numbers are falling, anecdotally due to moves to full-text feeds, but no reliable answer at this time yet. Absolute numbers are of course still in high growth.

Dick also shares some of the upgrades Feedburner has planned, and they are currently moving in to tracking exceptions and trends. When they launch, if something exceptional happens, such as a large jump in click for a certain content number, you'll know about it, and so on ...

Dick then unfortunatelly had to leave, but Stuart and I continued the conversation.

Here are the more interesting points:

a] Stuart Watson announces a new feature Syndicate IQ will be offering: Average Daily Readership - getting beyond clicks and views.

In simple terms this means getting an insight in to how many subscribers are consuming how much content on a daily basis (for instance one article at least on a daily basis); and based on this data publishers will be able to see if their subscribers are making a daily effort to consume that content, based on which publishers will be able to see if there is advertising opportunity.

b] The same goes for podcasting. With their new upgrade publishers will not only know how many subscribers they have, but also how many file downloads they are achieving.

c] It's too early to tell if there are any reliable differences between full-text and summary feeds. So, regardless of what the vocal minorities are saying, this is still a grey area.

d] RSS metrics on the aggregate level aren't as simple as it seems, because we need to break-down the stats based on content type, content category, brand strength and so on.

e] What marketers need to measure with RSS? Yes, we are finally getting back to lead-generation (no, lead generation is not just for e-mail). And for publishers, it's more about monetizing content.

The Interview

Interview title: RSS Metrics Focus: Interview With Dick Costolo and Stuart Watson, Part 3 - Concrete Feedburner Metrics, RSS Measurements Step-by-Step and Average Daily Readership

Interview duration: 17:44 minutes

Download: .wav [6.3MB]

Download: .mp3 [4.1MB]

Podcast RSS feed link:
http://www.marketingstudies.net/interviews/rssinterviews.xml

Comments

I love your podcasts.

Here's what I'd like to do: copy clips from various podcasts (like yours and some others) and edit them together to make one MP3.

For example, I love Photoshop Elements 3. Sometimes podcasters will mention Photoshop Elements 3 (maybe for a minute or two on their podcasts). I would like to copy all those mentions and paste them into a longer podcast that is focused totally on Photoshop Elements 3.

Do you know if there are any programs that would help me do that?

And do you know if it's legal?

Thank you!

Al

Posted by: Al at June 19, 2005 8:14 PM

test

Posted by: alex at July 6, 2007 2:39 PM

ads 2007-07-24 Convert your favorite vinyl albums to MP3 s with the Ion iTTUB turntable W

Posted by: ads 2007-07-24 Convert your favorite vinyl albums to MP3 s with the Ion iTTUB turntable W at September 15, 2007 12:03 AM
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