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Piano Insight is a powerful tool helping you make strategic decisions and adjust the publishing process based on the deep analysis of your audience. Piano Insight processes huge amounts of data collected from your websites and presents it to you in forms that are easy to interpret - as graphs, charts, and summary tables.
This section of the guide will help you get up and running with Piano Insight. Beyond being a self-sufficient product itself, successfully deploying Piano Insight is also a prerequisite for using any of the core products. These are:
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Piano Insight
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Piano Audience
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Piano Content
Piano Insight operates real-time user profiles on each and every user visiting your site. Once set up, the Piano Insight Engine will immediately start going through the content of your site, as well as start to build user profiles from the day the script is active. The gathered insight into user habits and profiles, combined with contextual information, will build an invaluable information basis for your editorial team and support them in shaping the content strategy.
The Piano Insight offering includes diverse measuring points - from basic page views, referring sites, bounce rates and more, to audience insight, location tracking, bounce rate, etc. (the full list also includes: device, platform, location, detailed reporting.) The Piano Insight tool is easy to customize to fit different needs inside the organization.
What's the profit?
So we have the advantage of unique user profiles, content and context awareness combined with real-time updates. How does this translate into a significant benefit for you?
The visualization of generated data is turned into Editorial Insight, much more than “just analytics”. It is simple to understand, yet deep insight into exactly who your audience is, how they react to your content and how you can provide more interesting content to them.
This, in turn, helps you drive the engagement of your audience, and leads to:
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more time spent on site,
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better targeting of the readers on site,
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users consuming more of the content you already have,
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more traffic.
It is all about maximizing the use of your content, human resources, and ad inventory.
With the level of insight that Piano Insight can provide through its easy-to-use deep insight analytics, the bounce rates go down, and users get a better experience while using your site.
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The built-in semantics and keyword analysis helps every role in the media organization. It helps the editor to see what topics people are interested in right now, it helps advertisers connect the right ads to the right articles and sections, and it helps journalists see what brings their content forward. By having deep analysis of article keywords, advertising can be targeted on the article level if desired. Piano performs analysis on all your content, building content profiles on legacy articles and fresh content, mixing it all with the unique user profile. This is how Piano Insight can track every user event across the site and give an atomized level of insight. Drill down to the core of the content: each article has its own performance feedback page, customizable to get all the information needed in real time. This enables users to have an unprecedented insight into what keywords drive users into the site, and what makes them stick around longer. The Piano Insight tool is extremely customizable, in the easiest of ways. Using simple yet powerful conventions such as drag and drop, users can execute powerful analysis of sites with very little effort. Basic dashboards for the different roles in the organization - already available for you as the Workspace Templates - can be easily adjusted to fit different needs. From these templates, you can discover new aspects of your site. Wondering what keywords drive female users? What time of day is the optimal time to publish news on tech? What are the “golden words” in articles that make people stay and read more? - Piano Insight will give you the answers.
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Example use cases
Traffic workspace
Widgets in the standard Traffic overview include a Traffic graph and Traffic sources for the amount of traffic and its sources.
These stats can be custom-tailored to easily show site performance as related to the KPIs of the organization. The Top articles and Top drop-off articles show which articles are performing well, and which articles make people drop out of the site. In addition, regular statistics elements such as Page Views and CTR are included.
Social Media traffic analysis
Social media has a significant pull on your new readers, many of them in segments that are traditionally hard for publishers to reach: younger audiences, who do “fly-by” visits. They arrive once, from a social media link, and leave after one page view. With Piano Insight, you can gain the inside track on these users, and turn them from once-a-month readers into loyal subscribers.
Social media tracking is essential to the success of site content. With Piano Insight, build an understanding of how the social media traffic is formed, and more importantly, you get to shape the traffic as it comes in. The analysis of lead sources provides intelligence on the inbound traffic, and different tactics can be tested to see what makes the user stick around on the site for longer.
There is a lot of attention to the “Articles are the new front pages”, and to some extent this is true. Make sure your sites are ready to welcome readers on the article level as well as the front page. They are both important for site performance.
With the deep insight gained from Piano Insight, you can optimize the different social media channels and how you use them, to drive more traffic in. What keywords work best on Twitter? Should you end a sentence on a question to drive engagement? These are questions you can pose and test for results on the fly.
Editorial workspace
For your needs, this can be customized and tailored to specific needs, all very easily. It’s all drag and drop to make the perfect dashboard in a snap.
Several widgets quickly show deep insight into the performance of your site: you can set traffic targets with the performance widget, and view the recirculation of users to see how large a part of the audience stays or gets active time on site. All in true real time.
Knowing what your sources of traffic to the site are is crucial to understanding how your different campaigns work. The Traffic widget provides the fundamental understanding of site performance, while widgets such as popular articles, device type, social network and referrer drill down to the sources of overall traffic.
Initial Onboarding
OK, so how do we give you the insight you deserve? It really is as easy as one-two-three. Sign up for the correct package, and deploy the Piano Insight Analytics script on site.
The complete setup includes the following procedures:
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Create a site group
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Add users to the site group
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Add a site to the site group
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Deploy the Piano Insight Script to all pages of the site
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Whitelist the site's domain (not required for getting started with a small test site)
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Improve the quality of the retrieved data (only required if the current quality is a problem)
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Enable standard and/or custom taxonomy (not required)
These procedures are described in detail in Piano Insight Setup: Initial Onboarding.
Setup Adjustments and Troubleshooting
After the initial onboarding is completed, you may still need to adjust something in your account - add sites, users, or make other changes. For information on these actions, please refer to Piano Insight Setup: Adjustments & Troubleshooting as well as to the link in the previous section.
What's next?
When the Piano Insight system is up and running, the Piano offering can be expanded into other areas, bringing even more results to the table with the help of solutions such as Content and Audience.
Publishers are in a good position to expand their offerings to advertisers - offerings such as targeted ads, native ads and more. The Piano Insight package lays the basis for adding even more complex functions that drive engagement, increase the number of users, and drive revenue.
This is what Big Data can do for you as a publisher. Get instant insight, deeply understand your audience, and act on the data.