This post was originally published on this site
This article was originally published on the NewsWhip blog.
So you want to spread content analytics to more people in your organization. How do you make sure you go about it the right way? In many organizations, it’s still the case that metrics are owned by a data or analytics team, with knowledge staggered at various levels throughout the organization.
Putting too much focus on real-time numbers risks getting stuck in the ‘eternal now…’
It’s not to say that other teams aren’t interested in the data. By now there’s a general acceptance that audience data is the critical strand in audience development. Most people in the newsroom have a curiosity about the readership anyway, or are keen to see how they can leverage statistical feedback to improve their work. To get a deep understanding of what readers are actually interested in reading and watching, a more-nuanced approach is needed from both journalists and content creators as well as those responsible for the story’s distribution.
When thinking about how to integrate metrics into different teams’ workflows, here are five questions to ask before giving everyone the master key to your audience.
1. Are these numbers relevant to the person seeing them?
Not all numbers will be relevant to individuals. Do video producers need to have access to ARPU (average revenue per user) numbers or homepage traffic? Sure, it’s nice to have, but more data on the site’s most and least popular videos of
