Video: How IEEE Uses Analytics to Reengineer Editorial Culture
Editor’s Note: The below video is excerpted from the webinar “How Publishers are Using Content Analytics to Drive Strategy.”
Motivating editors at legacy publisher to incorporate data into their editorial decision-making can be challenging. But IEEE Spectrum editorial director of digital Harry Goldstein believes data technology can play a major role in making this transition. The 51-year-old flagship magazine of the Institute of Electrical and Electronics Engineers adopted a data-driven content strategy a few years ago, informed by insights from Google Analytics and Pares.ly. In a recent webinar Goldstein shared how integrating these tools into editors’ daily workflows is helping to redefine how they approach content development.
Goldstein said that the biggest challenge was overcoming editors’ fear of “the ‘tyranny of the click,’ that the popularity of topics may trump journalistic worthiness.” He combated this fear through regular education that familiarized editors with the new technology.
“I try to make it less scary. I spend an hour every week with one editor to train them on Google Analytics,” said Goldstein. He also had large screen displays of the Parse.ly dashboard installed throughout the office so that it became a more natural part of the group’s culture. Goldstein said that these types of practices are important for infusing the value of web content, web audiences, and web analytics into editors’ minds.
Watch the full webinar “How Publishers are Using Content Analytics to Drive Strategy,” to learn more abou, how IEEE Spectrum is using analytics, how pageviews and time-spent metrics inform The Atlantic’s editorial strategy, and content trends from CEO and co-founder of analytics firm Parse.ly.