Look Ahead: All Ears

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by: Rich Kane

Look Ahead: All Ears

The Internet was supposed to make everything easier, right?

Except when it comes to data collection for newspaper number-crunchers. Then, things aren’t so simple.

Previously, data and analytics for monitoring the habits of news consumers had been spread out all over the place. What’s been needed is an all-in-one type of Web-based software that’s affordable and useful, that can produce statistics from all kinds of sources at all hours of the day and night.

That’s where Listener comes in.

“Until now, there hasn’t been a cost-effective tool that can consolidate online and offline data, and allow publishers to gain an in-depth understanding of how users interact with online content and brands,” said Matt Lindsay, president of Mather Economics, the company that developed Listener. “Listener solves the problem and provides visibility into digital operations and revenue with one log-in and one dashboard across all of the client’s platforms and business systems.”

Kind of like Hootsuite, but for advertising departments. Lindsay started developing Listener two years ago when Mather began working with newspaper publishers.

“We were putting data together from different sources, but the data just wasn’t very user-friendly from an analytic perspective,” Lindsay continued. “So we came up with the idea of putting together different data from different sources, capturing data from multiple things that are happening at the same time, like metered data and custom data.”

Officially launched in January, Listener has had about 50 clients sign up so far, and there’s an option to sample it for free to get a taste of what it can do, said Lindsay.

“We can show them their online audience and combine that with the offline data we pull, and show them the actual people who are coming to their site, the unique visitors—show them what articles they’re reading, who’s responding to different kinds of content, peak traffic times, and help publishers convert those people to paid subscribers.”

Now that Listener is live, Lindsay has expansion plans that will make it even friendlier to publishers once customer feedback comes rolling in.

“We’ll keep adding new data sources, add data for subscriber retention, and algorithms that will ask if the user is still engaged with the site,” he said.

And yes, Listener is adaptable with newspaper apps and mobile sites.

“We’re solving a problem in the industry where there’s been a need for it,” said Lindsay. “Historically, data collection has been very expensive and had expensive tools that went with it. You had to have the tech platform to pull that huge amount of data in to analyze it. We’re trying to make big data accessible and affordable for publishers.”

For more information, mathereconomics.com/listener.


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