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A Panel Discussion
Podcast Metrics
Dana Gardner, John Federico, Paul Colligan, Don Loeb
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[runtime: 00:38:39, 17.7 mb, recorded 2006-06-21]
Metrics are a key element in the commercial development of the podcast medium. But panelists agree that the standards, methods and software needed to identify and track detailed listener behaviors are not widely available. John Federico general manager of the podcasting business unit at Audible, Inc. argues that there is a clear need to create advertiser confidence in the market. Audible offers methods and software that allow access to measurements beyond number of downloads and geography, but it requires use of their podcasting platform.
Paul Colligan of colligan.com takes up the theme and issues a call to action for an open standard for tracking behavior. But in the absence of this type of standard, he argues that much can be accomplished now using traditional methods to track post listener action. Everything from using unique urls or toll free numbers for each podcast, to registration and email collection can be used to determine if you are getting a return on your investment.
Finally, Don Loeb offers some interesting statistics on the market based on the over thousands of podcasts being run through Feedburner. FeedBurner is the RSS based news feed management provider that offers bloggers, podcasters, and other web-based content publishers the services they need to promote, deliver and profit from their content. As of November, 2006, Feedburner hosted feeds for 281,000 publishers and delivered feeds to 28 million subscribers.
John Federico is the Senior Director of Business Development and general manager of the podcasting business unit at Audible, Inc. Prior to Audible, John's career has focused on developing media and marketing businesses for companies like Advance Internet, NJ.com, NetCreations (now ReturnPath), MarketSource (now Youth360), and MaMaMedia. John holds a dual-track degree in Marketing Communications & Broadcast Production from Marist College.
Paul Colligan is CEO of Colligan.com Inc. and owner of several popular Internet properties that include The My Podcast Center Podcast Directory, FrontPage World, Automate Sales, Podcast Tools, and Premium Podcasting. Paul produces a number of Podcasts that include Marketing Online Live, Podcast Tools Weekly Update, Paul's Profitable Podcasting Podcast, and Big Seminar Live. He is also the author of many books on the Internet and co-author of The Business Podcasting Bible with Alex Mandossian.
Don Loeb is Vice President of Partner Services overseeing Strategic Partnerships at FeedBurner. Don fosters relationships with the largest media companies in the world helping them to leverage the opportunities afforded by syndication. Previously, Don was director of business development for Yahoo!'s Network Products business unit where he helped drive the company's open content syndication and social media efforts. He has also held senior positions at YellowBrix, Inc. and iSyndicate, Inc. where he developed corporate strategy around syndication of audio/video content and assisted with corporate development initiatives and the sale of the company.
Dana Gardner is president and founder of Interarbor Solutions, where he produces BriefingsDirect, a new podcast product that combines the value of leading industry analysts' perspective and objective credibility with a natural language ease in understanding complex subjects. Dana is a former senior analyst in the Application Infrastructure & Software Platforms Decision Service at Yankee Group Research Inc., where he advised clients on enterprise software technologies, software trends and developments, and application development and deployment strategies. Before joining Yankee Group in 2003, Gardner was an industry analyst covering enterprise software at Aberdeen Group, beginning in 1999. A reporter and editor in the general press from 1980 through 1988, Gardner is a former editor-at-large and founding online news editor at InfoWorld. He is also a former news editor at the global IDG News Service and at Digital News & Review and Design News magazines.
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