A new podcast analytics technology measures podcast performance.

Online marketing firm Oneupweb's PodTractor is a hosted tracking technology that frees marketers from a reliance on less-than-accurate statistics derived from directories or server logs - or reliance on the good graces of listeners asked to install software on their mobile players to report usage, the company said. PodTractor is being provided as part of the firm's production services. The technology is independent - i.e., not coupled with an advertising service.

Oneupweb CEO, Lisa Wehr says "to capitalize on podcasting, marketers need to know if they are reaching their target audience, if listeners are subscribing to the series and much more," adding, "We couldn't find anyone offering this level of tracking, so we invented it."

Among the data PodTractor offers are summary series and episode overview (month, day, week); most popular series and episode; subscriber vs. nonsubscriber downloads; position in top search engine results for keyword topics; top directory that refers listeners; trend graphs; top-converting keyword searches; and abandonment stats.

"Metrics…allow more conservative marketers to enter the new world of podcasting faster," says Wehr. "Instead of waiting for the success or failure of competitors' podcasts, our clients can confidently develop one-on-one dialogue with their customers."