NPAW Launches Publisher Analytics Tool

NPAW, which offers analytics solutions for online media companes and has offices in Barcelona and New York, has launched a content optimization tool called Publisher Analytics. Features include real-time A/B testing for content elements.

NPAW was established in 2008 by co-founders of the video streaming service Wuaki TV, which was later sold to Rakuten. The firm helps users analyse video consumption, user behavior, quality of experience and quality of service. Its suite of analytics apps provides advanced visibility and actionable insights on platform performance, audience behavior, advertising and content efficiency, as well as app navigation in real time. In May last year the firm partnered with set-top box and multiscreen entertainment software firm 3 Screen Solutions (3SS) to create a new customer intelligence platform promising clients reduced churn and higher revenue per user.

The latest tool promises media publishers and editorial teams insights into user behavior and preferences, with real-time ranking markers providing instant feedback on content click performance. A/B testing can then weigh up the different content elements - including cover images, titles and subtitles - to see which combination gets the most interest and traffic.

The firm says users don't require advanced data analytics skills, and includes detailed dashboards giving users key metrics such as click-through rates, bounce rates and quality clicks. Additional dashboards go deeper into the end-user's lifecycle, tracking user acquisition, engagement and retention.

Rasmus Sorensen, Product Delivery Manager and Head of Publisher Analytics at NPAW comments: 'We are thrilled to be entering the publishing industry with a dedicated analytics product to enhance static media performance. With Publisher Analytics, we are leveraging our vast experience in monitoring video content performance to help editorial teams seamlessly determine the appropriate content allocation and look and feel to boost user engagement'.

The company is online at www.npaw.com .