Slides by Rob Hammond for newsrewired on 20 July

1. Editorial Analytics @ Trinity Mirror
Rob Hammond
Head of SEO, Distributed Platforms
In-house Editorial Analytics tool creator
@robhammond

2. How we use editorial analytics

3. Self serve
Datadepth
#users
Analytics team
Support
Projects
Reports
Training

4. What metrics are important to
us?

8. Real-time metrics

12. Real-time news

16. Content performance

17. 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
Google Search Volume Ar;cles Published Unique Visitors

18. -
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
2015 SEO UVs 2014 SEO UVs

19. Audience (dis)engagement

21. Top errors

22. Measuring impact on
Distributed Platforms

23. 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

24. 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

25. 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

26. Thanks!
Image credits:
http://res.freestockphotos.biz/pictures/9/9289-a-tape-measure-isolated-on-a-white-background-pv.jpg
https://upload.wikimedia.org/wikipedia/commons/thumb/7/7c/User_font_awesome.svg/512px-User_font_awesome.svg.png
https://pixabay.com/static/uploads/photo/2016/04/01/08/39/alphabet-word-images-1298865_960_720.png
https://upload.wikimedia.org/wikipedia/commons/2/28/Horse-racing-2.jpg
https://upload.wikimedia.org/wikipedia/commons/5/51/Stolen_Bride_blinkers.jpg
https://www.youtube.com/watch?v=DEvw_fS8Ips
https://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-59nVfL
https://static.pexels.com/photos/48898/wood-cube-abc-cube-letters-48898.jpeg
https://pixabay.com/en/unhappy-man-mask-sad-face-sitting-389944/