Telegraph plots iPad overhaul

The Telegraph Group has appointed Web, social and mobile analytics firm Webtrends to support the development of a new version of its iPad app, which features content from the Daily and Sunday versions of the newspaper for free.
Analytics provided by Webtrends has enabled the Telegraph 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 version 2 of the app which is currently in the pipeline for a 2011 launch.
By working closely with Webtrends, The Telegraph gained a variety of insights into the behaviour 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.
Telegraph Group director of mobile Mark Challinor comments: “One of the key benefits delivered by the metrics was the ability to confirm that we were on the right track. 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.”
In future, location is another metric The Telegraph will bring into the mix, using that data to deliver location-relevant content to users.

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