The Path to Subscriptions: A 5 Step Plan for Paywall Success

By | Analytics | No Comments

Plummeting print subscriptions, digital ad blockers and unstable ad revenues continue to threaten the digital news industry. Publishers have been experimenting with ways to strike a balance between readership and revenue. Now more than ever, paywalls have become a critical lifeline. About 80% of U.S. newspapers have launched digital paywalls (then withdrawn, retooled and re-launched several times) with varying results. There are many different reasons why paywalls can succeed or fail. Regardless of what type of paywall you employ, developing a measurement strategy to determine the paywall’s impact on subscriptions and revenue is critical to discovering your site’s strengths and weaknesses. Read More

Build, Refine and Improve Your P.R.O.C.E.S.S. Management

By | Analytics, Career, Testing, Tips and Tricks | No Comments

The human brain is a complicated, information-processing system. It controls and coordinates actions and reactions with the information it ingests.

How you process information, and the process you create to follow up on what you do with information, separates each person from the next. A person who follows a “process” is considered more organized, effective, and knowledgeable than someone that does not.

Read More

One Analytics Tool Doesn’t Cut It: An Integrated Analytics Approach

By | Analytics, Customer Experience, Marketing | No Comments

I don’t believe only one type of analytics method or platform can speak “The Truth” about the multi-channel customer experience of your brand.

Yet this belief can be found at every level of the analytics world: Software vendors that promote their solution as having all the answers. Digital marketers who only look at metrics reporting from their agencies. Analytics program managers who believe that enormous data sets are the only way to understand the customer lifecycle. Channel managers who only see customer experience through the lens of measurement of their tactics. Read More

Natural Language Processing: How to Test, Evaluate, and Scale Your Approach

By | Analytics, Optimization, Testing | One Comment

How the Guardian Mobile Lab and MaassMedia efficiently analyzed qualitative data from thousands of survey responses with natural language processing.

In a recent article, “Analysis Without Benchmarks: An Approach for Measuring the Success of Mobile Innovation Projects,” we discussed how MaassMedia and the Guardian Mobile Innovation Lab worked together to develop survey questions that enabled the lab to analyze users’ reactions to new mobile news formats  (such as their experiment sending real-time updates on the 2016 US presidential election results to users’ lock screens). Here we’ll explain why we include open-ended questions in these feedback surveys, and how we developed a natural language processing algorithm to evaluate the sentiment of thousands of users’ free-form responses.

Read More

Newsroom Innovation — Best Practices for Measuring Success through Survey Analysis

By | Analytics, Insight | No Comments

Unlock the science behind obtaining audience feedback, and discover what they really thought of your innovation project.

The purpose of many newsroom innovation projects, like those the Guardian Mobile Innovation Lab carries out, is to test out new formats and features that deliver news in new and better ways. To measure the success of these projects, it’s important to understand whether or not people engaged with the format in the way you intend them to, and also to understand what they thought about the new experience. A great way to get that understanding is to ask your users for feedback, which the mobile lab does at the end of each experiment by sending them a survey.

Read More

Analytics Horror Stories

By | Analytics, Career, Event, Insight | No Comments

Heading to eMetrics Summit in NYC? On October 31, after the conference, venture to the Houndstooth Pub in Hell’s Kitchen for a happy hour networking event sponsored by MaassMedia and Sweetspot. Drinks and snacks are on us! Register here.

It’s that time again — time to get our spook on and recap some of the scariest big data and analytics nightmares we’ve experienced over the years. Join us in this thrilling and spine-tingling post from the MaassMedia team and our Partners at Sweetspot as we reveal the stories that really keep us up at night.

Read More

For Retailers: Analytics for a Stress-Free Black Friday & Cyber Monday

By | Analytics, Optimization | No Comments

Despite the strain on resources and energy, the holidays are the most wonderful time of year for data-driven eCommerce professionals. High traffic and large purchase sizes offer rich customer data for robust analysis.

However, three challenges retailers face during the holiday season (and, in reality, all year round) include:

1. How to extract meaningful, actionable insights from analytics data

2. How to ensure data is accurate for decision-making

3. How to meet deadlines for development work to capture data

Read More

Analytics that WOW: How Aaron Maass and Sergio Maldonado approach turning big data into useful data

By | Analytics, Career, Event, MaassMedia | No Comments

Heading to eMetrics Summit in NYC? On October 31, after the conference, venture to the Houndstooth Pub in Hell’s Kitchen for a happy hour networking event sponsored by MaassMedia and Sweetspot. Drinks and snacks are on us! Register here.

How do you turn big data into useful data?

First and foremost, it takes inquisitive people that see the patterns that lie beneath the surface.

As founders of Sweetspot and MaassMedia (respectively), Sergio Maldonado and Aaron Maass both believe that a strong data analytics strategy means not just solving problems and finding answers, but asking the right questions. After working in marketing analytics at Comcast and DuPont, Aaron founded MaassMedia with the mission to train analytics consultants to move beyond crunching numbers and building dashboards. Without focusing on creating a strong foundation, earning trust, and building stronger relationships, analytics insights and growth plans often fall flat.

Read More

How Push Notifications Increase Reader Engagement with Mobile News

By | Analytics | No Comments

How can news organizations provide an engaging, mobile-only experience that improves reader retention and loyalty? News organizations and publishers have been working tirelessly to improve the mobile news experience. Push notifications, straddling the line between valuable information and just plain annoyance, have recently peaked as a means to provide readers with news updates in real-time.

Read More

How to Tame the Data Beast: Building a Data Warehouse

By | Analytics, Insight, Tips and Tricks | No Comments

Many enterprise-sized businesses use legacy systems, such as Microsoft Excel, to collect, cleanse, store, and analyze data from separate sources, such as their CRM, Google Analytics, and call centers. Maintaining the legacy processes by which they collect data from these siloed sources takes up time and resources. When data resides in siloed systems, it becomes extremely difficult to understand a customer journey through the entire sales cycle.

Read More