Editorial Analytics @ Trinity Mirror

Rob HammondHead of SEO, Distributed Platforms

In-house Editorial Analytics tool creator @robhammond

How we use editorial analytics

Self serveD

ata depth# us

ers

Analytics team

Support

Projects

Reports

Training

What metrics are important to us?

Real-time metrics

Real-time news

Content performance

00:00 01:00 02:00 03:00 04:00 05:00 06:00 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00

GoogleSearchVolume Ar;clesPublished UniqueVisitors

-

100,000

200,000

300,000

400,000

500,000

600,000

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50

2015SEOUVs 2014SEOUVs

Audience (dis)engagement

Top errors

Measuring impact on Distributed Platforms

Distributed Platforms• Distributed Platforms traffic stands at around 25% of overall Trinity Mirror

traffic

• Mid-2016, mobile traffic is approaching 70% share

• Stripped down experience, stripped down metrics

• We use Adobe for AMP & Instant Articles

• In-depth tracking for video & embedded content very difficult

• Lack of integration of some platforms with industry tools makes like-for-like comparisons difficult

91%

7%

2%

?

AMP• 30 Trinity Mirror websites at launch in February

• ~90% of all articles have AMP version

• Tends towards national news, UK traffic

• Steady growth in visitors after relatively small start

• Open project; >90% Google traffic

Instant Articles• 9 titles with full feed enabled

• Hundreds of articles pushed daily

• Higher proportion of UVs for regional sites

• Slightly higher PVPV than AMP

• But… slightly higher bounce rate & lower time on page than AMP

Thanks!Image credits:http://res.freestockphotos.biz/pictures/9/9289-a-tape-measure-isolated-on-a-white-background-pv.jpghttps://upload.wikimedia.org/wikipedia/commons/thumb/7/7c/User_font_awesome.svg/512px-User_font_awesome.svg.pnghttps://pixabay.com/static/uploads/photo/2016/04/01/08/39/alphabet-word-images-1298865_960_720.pnghttps://upload.wikimedia.org/wikipedia/commons/2/28/Horse-racing-2.jpghttps://upload.wikimedia.org/wikipedia/commons/5/51/Stolen_Bride_blinkers.jpghttps://www.youtube.com/watch?v=DEvw_fS8Ipshttps://www.flickr.com/photos/chrish_99/7431798496/in/photolist-cjHULQ-7yxupw-d6fi6S-d6fj1b-Gx4r-Gx5y-Gx6u-h6XKM-8zJ3C-8CPHG9-h6XTN-4XRkxT-gfJCHs-fdt7gM-h6Xvr-87Znk3-42G3fu-xeocpX-eQpJpX-eQB8rA-eQpJE8-21oLd-eQpJxz-ao7drQ-3bqN2-Gxan-6oTQaL-6oPQ1T-4zoEDf-gKSa-hkV4e-ePZZ6M-gKSb-32Bp3-bLZNnZ-jus4Bt-7G8sRc-fpYZLr-4xCxet-rcDEB-ikY4vt-eQpJBn-ajZ1U1-9thJVu-ajZ1My-akmHL-7nsWon-6k1EP2-7ZuWqH-59nVfLhttps://static.pexels.com/photos/48898/wood-cube-abc-cube-letters-48898.jpeghttps://pixabay.com/en/unhappy-man-mask-sad-face-sitting-389944/