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Parse.ly kicks its digital analytics toolkit up a gear

Parse.ly, one of the major players in the growing business of sophisticated measurement of digital audiences, is out with a new suite of services this morning.

“The conversation around what success means and how we measure it” continues to develop, CEO Sachim Kamdar told me in a phone interview. Eleven new Parse.ly metrics, like “breakout of traffic recirculation” aim to give publishers a range of tools they can match with differing objectives, he said.

The Parse.ly rollout is way more advanced than the general overview of analytics trends I provided in a post earlier this month — but consistent with it.

The concept, according to the company, is to unify insights on growth (as still measured by uniques and page views), engagement (as typically demonstrated by time spent) and the newer concern with loyalty (described by several as “time well spent” in my earlier piece).

In an essay on Medium January 9, responding to an earlier post by Medium and Twitter founder Evan Williams, Kamdar commented:

Just as we’ve heard an almost exhausting amount about “engagement” in 2014, I expect we’ll start to hear much more about actual value in the coming year.

Read more

from Poynter. http://ift.tt/1yQpm5I

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