Creating a data culture at RNZ
RNZ want to see which news stories are popular across all their digital channels, including their website, Facebook and Twitter. And they want to understand why, in order to create more popular content.
The dashboards show changes in:
- traffic volume over time
- traffic sources and devices
- which stories are performing well through different channels
- what their users are looking for in on-site searches
Producers review the dashboards weekly to understand how their content is performing. They create popular new content and find useful insights, such as the fact that different content is popular with the social audience (emotional stories) compared with the Google audience (weather stories).
See the full case study at Audience data with Google Analytics.