To optimise business decisions The Local Europe extracts actionable insights from their data in a unique collaboration with smartocto. They focus on:
- Moving from single to behavioural metrics (correlating perfectly with the subscriptions business model)
- Attracting new members (and retaining current ones)
- Navigating editorial strategy (attracting loyal and engaged readers)
- Insights on content performance (supporting an innovative way of doing native advertising)
From single metrics to behavioural metrics
The Local transformed from an ad-based business to a reader-revenue oriented operation in 2017. This shift coincided with a change in how they viewed analytics too: they’ve moved away from looking at single metrics such as clicks, to studying more holistic behavioural metrics such as loyalty and engagement. In the first year after this shift they gained over 7,000 new subscriptions. Paul O’Mahony, who was managing editor of The Local Europe at the time, said that this came as a massive relief for them, given the fact they are a small independent news organisation surrounded by giants in a turbulent media landscape.