Performance metrics “are specific measures designed to evaluate the effectiveness and efficiency of an organization’s operations” (Strauss & Frost, pg. 44). These metrics translate a business’s vision into measurable outcomes. Since iHeartMedia is extremely present online, their performance metrics will be focused on web and social analysis.
Awareness/Exposure Metrics:
When comparing iHeartRadio with one of its biggest competitors, CBS, it was found that although iHeartRadio had lower total visits, they had a higher average visit duration and a lower bounce rate.
Another way to measure traffic on IHeartMedia.com was observing their traffic sources. It was shown that 37.42% were direct traffic and 35.45% were from a search engine. Social media came in at a low 1.02%, meaning their social media is not driving much traffic to their Web site.
Going deeper into social traffic, it was shown that of the 1.02%, 52.06% of the traffic was coming from their YouTube channel and 25.02% from their Facebook account.
Engagement Metrics:
Engagement metrics for iHeartRadio were compared with Pandora on Instagram. iHeartRadio was shown to have 7x more engagement per post compared to Pandora and was shown to have 4.7x more followers. iHeartMedia also has 4.29 posts per day compared to Pandora’s 0.86 posts per day.
Through engagement, you can also analyze keywords searched by users. It was shown that 100% of searches were organic and the top 5 organic keywords involved variations of iHeartMedia and iHeartRadio.
References:
Strauss, J. & Frost, R. (2014). E-Marketing 7th ed.). Upper Saddle River, NJ: Pearson.
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