How to Leverage Podcast Analytics to Boost Revenue w/ Philippa Games

J. Rosemarie Francis (00:00.11):   Are you still agonizing over download numbers and other metrics that don't move you forward in your podcasting business? Philippa Gamse, who has over 25 years of experience in digital marketing strategy and analytics, has consulted with nearly 500 clients and worked with websites generating hundreds of millions of dollars. Today, she shares how to use analytics so we don't leave money on the table or lose our audience.  

J. Rosemarie Francis (00:39.01):  My guest today is Philippa Gamse. Thanks for joining us on Tools of the Podcast Trade, Philippa.  

Philippa Gamse (00:45.01):  Good morning, and thank you for having me.  

J. Rosemarie Francis (00:47.22):  Before we dive into what you do, could you tell us who Philippa Gamse is?  

Philippa Gamse (00:52.18):  Well, I'm an ex-pat Brit living in California for quite a few years now. I think I still sound like a Brit, hopefully. Essentially, I'm a digital analytics and strategy consultant. While that might sound scary, I aim to help people make better business decisions and transformational changes to their websites and online businesses. I do this by simplifying analytics and helping them understand the data without feeling overwhelmed.  

J. Rosemarie Francis (01:29.14):  Thank you for that. We often talk about analytics in podcasting, and many podcasters are obsessed with them. Could you explain why analytics are important for running a business?  

Philippa Gamse (01:40.22):  If you don't know what's going on, you're essentially shooting in the dark. I often hear, "I know I'm doing okay because I get some sales." My response is, "Wouldn't you like to know how to make more sales and what parts of your strategy are effective or not?" Analytics can reveal so much, like how much of your podcast or video people consume and where they drop off.  

J. Rosemarie Francis (02:57.41):  Yes, I've seen businesses invest in videos, only to lose half their audience in the first 30 seconds.  

Philippa Gamse (03:02.18):  Exactly. Often, the drop-off happens because the introduction isn’t engaging—like starting with "Hello, my name is..." Instead, successful content hooks the audience immediately, explaining why they should watch or listen and what they’ll gain. Analytics reveal this truth, and they don’t lie.  

J. Rosemarie Francis (03:40.22):  Yes, the numbers don’t lie. They help creators understand what’s working and what’s not.  

Philippa Gamse (03:48.18):  Absolutely. It’s not about obsessing over drop-offs—it’s about focusing on the audience you want to engage and optimizing your communication with them.  

J. Rosemarie Francis (05:28.24):  Is it a hard sell to convince entrepreneurs, especially creatives, about the importance of analytics?  

Philippa Gamse (05:34.11):  It shouldn’t be. Markets, products, and competitors change constantly. Analytics help you adapt. Even if you’re doing well, there’s always room for improvement. Unless you’re at full capacity and don’t need any more business—which is rare—analytics can help you identify what’s working and what’s not.  

J. Rosemarie Francis (06:48.12):  

Could you give us three examples of how analytics can boost sales or influence?  

Philippa Gamse (06:54.02):  Sure.  

1. Track Consumption Patterns: Identify how much of your content people consume and where they drop off. This reveals what might not be working.  

2. Leverage Older Content: Many podcast websites focus only on the latest episode, letting older episodes fade. Use analytics to measure how far down people scroll and keep older episodes visible.  

3. Use On-Site Search Data: Implement a search engine on your website. Tracking search terms can provide insights into what people want, the language they use, and opportunities for new content or services.  

J. Rosemarie Francis (10:19.59):  That makes sense. It’s about aligning content with audience expectations and using their search behavior to refine your strategy.  

Philippa Gamse (10:35.94):  Exactly. Analytics help you understand your audience without overwhelming you. Then, you can get creative with solutions, whether it’s rephrasing jargon or creating new offerings based on demand.  

J. Rosemarie Francis (12:45.21):  What services do you offer, and how can listeners connect with you?  

Philippa Gamse (12:48.18):  I primarily work with Google Analytics but can assist with other tools. I help clients set up or interpret their analytics, cutting through the complexity to deliver actionable insights. Instead of overwhelming reports, I focus on the essentials for running their business better.  

J. Rosemarie Francis (13:41.78):  Thank you. I noticed you have a free giveaway on your website. Could you tell us about it?  

Philippa Gamse (13:48.63):  Yes, it’s a Hidden Gems eBook featuring five real-world case studies from various industries. The stories highlight challenges, solutions, and results, inspiring readers to rethink how they use analytics.  

J. Rosemarie Francis (15:08.91):  Could you share one of those case studies?  

Philippa Gamse (15:12.02):  Sure. I worked with a motorcycle company that had a program called "Rider's Edge." The menu link didn’t attract many clicks because the name sounded advanced. I suggested renaming the link to "Learn to Ride," which immediately made the purpose clearer. It worked, and I saw this change implemented across dealership websites.  

J. Rosemarie Francis (17:29.61):  That’s a great example. Finally, what tips would you give to podcasters?  

Philippa Gamse (17:35.02):  Get serious about your analytics. Understand what resonates with your audience and how they consume your content. Leverage older episodes—they’re still valuable. The more you optimize your content, the more traction you’ll gain with search engines and your audience.  

J. Rosemarie Francis (19:03.30):  Thank you so much, Philippa, for joining us today. We’ll include a link to your website in the show notes so listeners can access your eBook.  

Philippa Gamse (19:19.77):  Thank you for having me. It’s been a pleasure!