Archive for the ‘Know Our Products’ Category

Headline Testing 101

June 24th, 2015 by Chris

Already familiar with Chartbeat Engaged Headline Testing?
Hop down to our 101 section for tips on how to get the most out of your headline tests.

BUT, WHAT IS ENGAGED HEADLINE TESTING?

Engaged Headline Testing is like a laboratory. In this lab, you run the experiments. You determine the variables. But we provide the measurements. Our algorithm handles the heavy lifting. Engaged Headline Testing maximizes the effectiveness of your content by combining your own editorial expertise with real-time performance metrics.

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You’ve got the great content—but are people seeing it? Are you driving readers to your most engaging content—the content that will keep them coming back again and again? Engaged Headline Testing helps you get to know your audience on a deeper level and promote your content with headlines that you know are more likely to grab—and keep—readers’ attention.

You’ll know which headlines resonate best with readers so you can increase engagement—and improve headline writing in the process.


WHAT MAKES ENGAGED HEADLINE TESTING UNIQUE?

We understand that audience attention is an important measure of success. Chartbeat Engaged Headline Testing identifies not only the headlines that are being clicked on, but also the ones that lead to engagement with your content. Using our Quality Clicks metric, the testing tool tallies the clicks that correspond to a user actively engaging with your content for at least 15 seconds after clicking the headline.

Clicks are not enough; your most successful headlines are those that grab users’ attention and position engaging content. Engaged Headline Testing ensures your headlines do both.



HOW DOES IT WORK?

The setup is simple: pick a story that you want to test headlines for, enter a series of different headlines, and launch the experiment. Chartbeat then serves those different headlines to your audience and measures how many clicks each version receives—and more importantly how much Engaged Time those visitors spend consuming the content. Tests run in real-time, weighting the winning headlines based on what’s driving the most post-click engagement with each audience.


Ready to upgrade to the Engaged Headline Testing tool? Let your account manager know—or shoot us a note to learn more.


Headline Testing 101

WHAT SHOULD MY EXPERIMENTS LOOK LIKE?

Since a headline test is an experiment, you should structure it that way — hypothesis, variables, results, and conclusions.

1. Leverage your own experience and insight. When deciding on headline variants, consider what kinds of headlines have been successful in the past. Maybe one that’s interrogative, one with numbers, and another written in the second person.

2. It’s multivariate headline testing after all, you’re not limited to two choices. Pick a series of different kinds of headlines, at least 4 or 5. And make sure they’re different.

3. Make sure your headlines are different. You’re testing to see how your audience reacts to different styles and tones, not slight changes in word order or punctuation.

4. Analyze your results. Look back at those headline writing strategies you started with. Were your hypotheses correct? Every time an experiment completes, you have a chance to learn a little bit more about your audience’s preferences and how they respond to different styles of headlines. Which approaches were more successful? Under what conditions? Do certain approaches work better against certain content topics (e.g. sports or tech or entertainment)?

Chartcorps Insight: High clicks with low engagement might mean that the headline didn’t communicate the message of the article. Is your headline too sensational, too much of a stretch? Low clicks with high engagement can tell you that the article could use more exposure. Have you shared it on social media, are you linking to it from your home page or other article pages?

5. Apply your findings time and time again. Some of the best headline testers write wrap reports and have daily meetings to go over results. Creating and sharing a summary of the insights you gained from previous experiments helps all editors and content producers benefit and learn.

6. Test again.
And again. Test deliberately and in ways that confirm or deny a single hypotheses.


WHAT ELSE SHOULD I KNOW ABOUT ENGAGED HEADLINE TESTING?

  • Always be testing — since there’s no limit on how many experiments you can run at the same time, you always have the opportunity to learn from your audience’s behavior.
  • Know which audience you’re testing — homepage audiences are usually loyal and visitors from social tend to be new, so it’s likely they’ll prefer different headlines.
  • Don’t stop tests prematurely — it might be tempting to stop a test when one headline quickly takes the lead, but you’re likely to see cases where the tides shift halfway through the experiment and the initial success trails off.
  • Don’t get discouraged by a tie — it’s possible that two great headlines are attracting similar levels of engagement. If you’re frequently seeing similar results, it might be that the headlines you’re testing are too similar.
  • Higher traffic pages will turn results faster — since experiments are based on how many clicks your articles are getting, a bigger audience means more clicks.
  • Ready to get started with Chartbeat Engaged Headline Testing? Want to learn more? Get in touch.

    Report Builder 101: Historical Reporting Made Easy

    June 17th, 2015 by Chris

    But, what is Report Builder?

    One of Chartbeat’s core beliefs is that your data should work for you; real-time updates to drive decisions and historical trends to better inform strategies. Report Builder is our latest push to help you understand how the actions you apply in the moment pay off over time.

    In addition to our pre-built daily and weekly reports (Perspectives), Report Builder now gives you complete freedom to create custom reports with the metrics and filters you need to evaluate and measure the success of your unique goals.


    So, how do I use it?

    Each report is generated by inputting a combination of:

  • Metrics: the actual data point that you’re interested in seeing (e.g. Average Engaged Time, unique impressions, or scroll starts)
  • Filters: a certain breakdown that you want to focus on in your reports (e.g. you want to see the data for just a particular section, referrer type, or page path)
  • Group by: how you want to organize the data that’s returned to you (e.g. you want to group your data results by city, loyalty types, or a series of hours throughout the day)

  • Report Builder’s functionality is as limitless as your imagination—you can create any number of reports to help you better evaluate your content’s performance.

    To get you started, let’s take the following question that editors commonly ask:

    Over the past week, which articles have had the highest average engagement, and how does that compare to the amount of traffic they received?

    With Report Builder, we can set:
  • A one-time report over the last 7 days,
  • metrics as Average Engaged Time and unique cookies—because we want to compare quality time to simple unique visitors,
  • and group by page path—so that we get the engaged time and unique cookie metrics sorted by a given page path (the reported URL that comes after the .com)
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    And now we can see the most popular pages from the last week showing exactly how much traffic and Average Engaged Time each received.

    But why stop there? Add another group parameter like section or author, and you’ll be able to see which sections or authors those popular pages belong to.

    Image 2

    Or, if you see a high performing article that catches your eye, try filtering on that page path, and you can start building reports for that specific article.

  • You can group by referrer type to see which traffic source drove the most attention to that article,
  • or by hour to see how attention changed throughout the day.
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    What other reports can I make?

    The sky’s the limit. It all depends on what you want to know.

    Want to track your audience’s internal navigation from the home page? Plug in the specific metrics you want to evaluate (e.g. Average Engaged Time, unique cookies) and group by internal navigation path and page path.

    You’ll get a historical look at how people were navigating from page to page on your site—and see how much time they spent there.

    Image 4

    Notice any trends or connections between the content? Use this data to adjust your link strategy: change the way you link your content together to optimize recirculation and keep your audience engaged—and likely to come back.



    What else can I do with this tool?

    Do you build a report that you want to download into a spreadsheet every week? Go further with the API endpoints and program a spreadsheet to automatically call and receive the same report over and over again for your team to use.

    And, in case you missed the Report Builder launch webinar and are looking to get inspired, you can check it out here on the Chartcorps Support Site.

    Stay tuned for more tips, best practices, and advanced report ideas.

    Don’t have Report Builder yet? Contact your account manager or shoot us an email to get set up today!

    MRC Accredits 21 Chartbeat Metrics Including Viewability and Active Exposure Time

    September 29th, 2014 by Alex Carusillo

     

     

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    In summer 2013, we introduced our first advertising tool to help premium publishers monetize their audience’s attention. 15 months later, that one tool is now part of an expanded platform that provides media planning, reporting, and strategic services to premium publishers that want to measure and sell attention. Today we’re thrilled to announce that the Media Rating Council (the MRC) has accredited 21 of the metrics featured in our advertising platform. In the post below I explain what this accreditation means for Chartbeat and the larger attention economy.

    We got accredited!

    One of the stranger things about entering into ad tech for the first time is learning that all the stuff that made you successful elsewhere isn’t enough anymore. You can’t just build cool new technology or awesome interfaces. You can’t just have positive press. You can’t even just have people love what you do and pay to use it. Advertising is big and scary and impossibly competitive and the rules are just different and there are a lot more of them. While it’s been hard to find someone who thought the monetization of attention wasn’t worthwhile it has been even harder to find people who thought it was something they could actually do. No amount of desire alone can change the system – you need to change the structure first. And so that’s what we’ve started to do.

    This means we need to do more than just adding a new dashboard link to someone’s bookmarks or some vanity metric to someone’s spreadsheet. It means making a fundamental change to the way success on the internet is evaluated and rewarded, building an internet where our best instincts are also the right ones. And today – after nearly six months of sleepless detail work – I think we’re starting to get there. Because today I get to say that our metrics have been accredited by the Media Rating Council.

    So…what’s the MRC?

    Like I said: the strangest thing about entering into ad tech is that it’s not clear what it takes to go from “neat service” to a world viable system. Pro-tip for those of you at home turns out the first step is passing a Media Rating Council audit.

    But who is this the Media Rating Council (MRC from here on out) and what are they about? The MRC is an industry body that audits and accredits internet measurements to ensure that they’re “valid, reliable, and effective.” There’s a whole lot of money flowing through the internet and there are a bunch of people with conflicting interests trying to say what portion of that rightfully belongs to them. The MRC exists to make sure that everyone is on equal footing and that people can trust the numbers they use. Without them you’ve got a bunch of conflicting and unreliable numbers that aren’t good for much more the decoration. With them you’ve got reliable metrics you can build businesses on. And now Chartbeat metrics can be counted among those reliable metrics.

     

     

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    What does accreditation change right now?

    So what does that mean? Well, it means we get to put a new logo on our homepage and talk about our “twenty-one accredited metrics that go beyond just viewability” but more importantly it means that this “Attention Web” we talk so much about can turn into an Attention Economy. We’ve been driving this idea for a couple years now — we’ve always believed that the click and the impression are not the way advertisers should value content. It just doesn’t make sense. A heady piece on global policy in the Financial Times is just a fundamentally better opportunity for an advertiser (and for the internet in general) than one on some clickbait blog. It just is.

    You can trust science, the market, or just common sense, but no matter which way you look at it you end with high quality writing being worth more than low quality stuff.

    But before this accreditation came through it didn’t matter how much you believed in that “attention is valuable” story because you still couldn’t sell it.

    That time is over.

    At its narrowest interpretation, Chartbeat’s MRC accreditation means premium publishers, advertisers and agencies can now use attention as a currency. But a whole new internet economy isn’t far away if attention is a fundamentally valuable thing on the internet – and Chartbeat gets to be at least partially responsible for that.

    What’s next?

    Here’s the cool part though – this isn’t just about money and sales teams getting higher CPMs. This isn’t even really about advertising.

    It’s about a better internet – the one we were promised from the start.

    This accreditation gives us the ability to express our core idea that the quality of website experience is, above all, universal. We’re getting closer to building a world where measurement arises from an ad experience’s purpose and not what was easy to track (clicks). Where the business side and the editorial side of a company believe the readers comes first. Where the the quality of a publication’s content sustains its business, not the number of people who click an ad near that creation. That’s a pretty cool world. And that’s the success we wanted all along.

     

    Check out the Chartbeat Ads Platform for yourself

    Make Sure Your Advertising Team Attends This Webinar

    June 6th, 2014 by Juliana

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    tl;dr You advertising/sales colleagues can now sell ads based on your audience’s Engaged Time with Chartbeat ads tools. Tell them to go to this webinar to learn more (oh, and you can come, too).

    I know a lot of our Chartbeat Publishing users are producing valuable content that captures the attention of often-distracted online visitors for significant amounts of time. I’ve seen those Engaged Time numbers you guys tweet out and they’re impressive. Yet many publishers struggle to fully monetize the quality editorial content their teams create because these publishers can’t prove to advertisers why their content is worth more than standard click-bait fare.

    Click metrics have failed to accurately measure the value of placing display ads by content that captures audience time and attention. And frankly, that sucks because studies by folks like Yahoo and Google (and Chartbeat) prove that time should a key metric for advertisers: how long visitors spend actively engaging on a page while exposed to ads correlates to things like brand recall and recognition. (Intrigued? We’ll discuss these findings more at the webinar.)

    Here at Chartbeat we’ve been building tools that help advertising teams sell ads based on how much time visitors spend actively engaging on a page while ads are exposed. Our tools help quality publishers prove to advertisers why their audience’s time and attention is worth a premium. So the blood, sweat, and tears you put into making good content can translate into your sales teams charging premiums for advertising on your site.

    Does that sound kind of neat? If you dig this idea, or you think your friends in the sales or advertising departments might, tell them about our webinar: http://chart.bt/adswebinar. It’s all about how publishers can sell time to their advertisers. Chartbeat Publishing for Editorial friends: You’re of course welcome to join the webinar as well – we just hope you’ll let the sales kids in on it, too.

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    Meet the Chartbeat Paid Content Solution

    May 14th, 2014 by Mona

     

    Chartbeat Paid Content Solution

     

     

    The need for attention metrics

    A few months ago our CEO Tony Haile wrote a piece for TIME that rebuked commonly-held assumptions about the internet. One fact in particular – that only 24% of readers exhibit any sign of engagement at all with sponsored, branded, native or as we call it, paid content – specifically struck a chord with many folks who read Tony’s piece. Our data science research confirmed something many of us already assumed or suspected – that most paid content failed to capture audience interest and attention – that most paid content failed to match the quality of the editorial content surrounding it.

    At Chartbeat, we see these low engagement numbers, depressing as they might be, as an opportunity.

    Right now we’re seeing that most paid content isn’t being measured by audience attention at all. A lot of publishers are tracking and reporting on paid content performance using things like clicks and impressions and shares. Metrics we’ve long-known don’t help us wholly understand content performance in terms of audience engagement. There is a clear dearth of metrics for publishers that speak to the impact of advertisers’ paid content. Publishers can’t get the data they need to answer key questions around paid content performance:

    • Did their message got in front of a quality audience?
    • Did that quality audience actually spend time actively reading that content?
    • Did that paid content ultimately perform similarly to that publisher’s editorial content?

    At the end of the day, we knew that answering these questions for both publishers and advertisers and aligning their goals and success metrics required a new product that provided core attention metrics to paid content teams.

    Today we’re excited to introduce the Chartbeat Paid Content Solution.

    We’ve built a product that brings content quality measurements to those on the frontlines of paid content. We created this product because we have the knowledge and the network to actually help clients better understand their paid content – the traffic it gets, who spends time with it, what social activity is relevant to this piece, and whether or not this paid content creates a native reading experience for the publisher’s audience.

    Because our editorial and advertising products are built on the strength of the thousands of sites we work with – 80% of the top media sites in the US and across 35 countries – we understand their goals and performance at both a mass and individual site level,  we’re set up to help the industry solve this issue at the entire ecosystem level.

    Building this product reflects the fact that we know paid content can get better – and we know that advertisers’ and publishers’ goals can be aligned to ultimately result in a better paid content reading experience for audiences.

    Three Things to Know about this Product

    We wanted to bring the critical answers you need front and center, within one dashboard that helps you tell a complete story around how your paid content is performing. While I hope you’ll explore the product demo on your own, here are a few quick things to know about this new product:

    1. You can show your advertisers if their paid content is actually being consumed, rather than just provide click counts. You can provide advertisers with clear audience insights around how many folks begin and finish reading a piece of paid content.
    2. You get an in-depth understanding of where your audience is coming from and how much time they’re spending with your paid content. This product lets you dive deep into a piece of paid content’s traffic sources so you can see what kinds of traffic are spending the most time with your paid content.
    3. You can benchmark your paid content’s performance. See how audience attention on a piece of paid content measures up against the attention on your advertiser’s campaign overall, the attention across your whole site, or the attention averages for your site’s competitive set.

    Want more?

    You have a few options for getting the scoop on our new paid content product:

    • You can watch the nifty product video below
    • You can explore a demo on your own here
    • You can read more about the product here
    • You can get in touch for a personalized walkthrough here

    Chartbeat Paid Content Solution from Chartbeat on Vimeo.