Tracking & Analytics for ORF Sound: Turning Listens into Data
Tracking & Performance Measurement for ORF Sound to gain insights into userbase
About the client
ORF Sound bundles all of ORF’s audio products into a single, user-friendly online-audio-platform and app. Live, on-demand and podcast audio content is produced by twelve ORF radio stations (Ö1, Ö3, FM4 and nine ORF regional radio stations). From genres like information, culture or entertainment, the online platform offers a diverse mix of news and reports, interviews and conversations, comedy and cabaret, as well as concerts and DJ sets.
To further develop the product and truly understand user behavior and preferences, it is essential to shed more light on tracking data. With data influenced decision making, the product roadmap can be clearly defined and the overall product performance improved.
The ORF Sound product team has recognized this need and embarked on a transformative journey with us to gain deeper insights into their user base. Together we set up the Tracking and Performance Measurement. This included a Tracking and Performance Measurement Workshop, Tracking Specification, Tool Evaluation (Tracking & Dashboard) and Coaching for the implementation of the tracking tool (Frontend & Backend).
At a Glance
Objective
Improve user engagement and site navigation.
Solution
Implemented a responsive design with intuitive UI/UX.
Result
Increased traffic by 30% within the first three months.
viable’s team helped us widening our view on our own products and provided valuable guidance when we were extending our product insight toolkit. - Mag. Birgit Schwarz, Head of ORF-Correspondents
Defining Goals & Key Metrics
Collaborating closely with the ORF Sound team, we pinpointed essential performance indicators and user engagement metrics. From user session duration and content consumption patterns to feature popularity and device distribution, we left no stone unturned in understanding what mattered most to our client. All this was done with a clear common goal in mind: to consistently elevate the product to new heights.
Identifying Tracking Points & Defining Event Triggers
Leveraging our knowledge of the key metrics and user behavior, we identified the critical tracking points necessary to answer pertinent questions about user engagement and content effectiveness. For each tracking point, we defined the precise event triggers, ensuring that every relevant user action, such as clicks, views, and interactions, were captured accurately. The outcome was defined in the tracking specification.
Finding the right tool in a wealth of options
Matomo, Google- or Adobe Analytics, Power BI - to name some of the top providers for Tracking Tools & Dashboards, promise to deliver exceptional outcomes for various projects. However, the abundance of choices can be overwhelming, often leaving businesses puzzled about which tool would best align with their specific requirements. Knowing the client's project objective, data protection rules and IT Infrastructure, we quickly figured out which provider covers all needs and has the best fit.
Implementation Coaching
ORF Sound's developers took the tracking implementation into their own hands. Our tracking specifications included sample code snippets that served as guidance for the implementation. In addition, our tracking expert was answering questions or concerns that arose during the implementation phase.
Summary
About the project
Partnering with ORF Sound, we built a data-driven Tracking & Performance Measurement framework that turns every listener interaction into actionable insight. A joint goals-and-metrics workshop, a detailed tracking specification, rigorous analytics-tool evaluation, and hands-on implementation coaching armed the product team with a clear, privacy-compliant event model and the right dashboarding stack. The new setup now guides roadmap decisions in real time and has already helped lift traffic by 30 % in the first three months—laying the foundation for continuous, insight-led growth.
Services provided
Performance Measurement
Optimization Measures
Learning Objectives, KPIs, and OKRs
Tracking Concept
In partnership with
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