Newspaper & Mailroom

Webtrends Works With Telegraph Media Group to Deliver Insights for Its iPad App

Tuesday 15. February 2011 - Web, social and mobile analytics market leader Webtrends has been working with Telegraph Media Group (The Telegraph) to support the development of its iPad application, which features the best content from The Daily Telegraph and The Sunday Telegraph versions of the newspaper for free.

As Internet users leave their desktops behind and take to the mobile Internet in rapidly growing numbers, The Telegraph has been able to gain a comprehensive understanding of how this increasingly sophisticated audience interacts with its iPad app.
This understanding, when combined with a series of focus groups run by The Telegraph, has been fundamental in the development of v2 of the app, which is currently in the pipeline for a 2011 launch.
By working closely with Webtrends, The Telegraph has gained a variety of insights into the behavior of its iPad app users, including: frequency of use by individual users, total page views, specific articles viewed (key information for both the Telegraph and advertisers), outbound link conversion, and the device operating systems and connections types that readers used to reach the app.
“One of the key benefits delivered by the metrics was the ability to confirm that we were on the right track,” commented Mark Challinor, Director of Mobile, Telegraph Media Group. “We knew the app was one of the best out there, but working with Webtrends gave us reliable data to inform development. There always needs to be some level of intuition but Webtrends helped us to eliminate the grey areas in the guesswork.”
Moving forward, location is another metric The Telegraph will bring into the mix, using that data to deliver location-relevant content to users.