Content Insights in 2019: what we’ve accomplished and what lies ahead

Like all great things, the development of Content Insights happens thanks to the collective efforts of many people – data engineers, data scientists, mathematicians, product developers, visionaries, and real editors, but also our awesome clients, who provide their precious feedback and help us adjust our product to the actual needs of publishers and content professionals.  

As the end of the year approaches, it’s a good opportunity to look back and see what we have accomplished so far, but also to set new goals for 2020. 

We invite you to take a look at the most significant changes and improvements in Content Insights.

1. Advanced filters and segmentation

What changed?

Segments allow users to isolate and analyze various subsets of data according to set criteria and filters. This way, they can make more sense of the data that’s available to them. Within the previous platform, users could only apply meta filters to switch views and see metrics and CPI values for selected dimensions (sections, topics, authors, articles).

The new platform is enriched with unique segmentation which enables users to use traffic filters as well (device type, reader type, channel, campaign, referrer, referrer type). Filters can be saved on the domain level or user level and custom segments can be created, and this flexibility is something our clients really appreciate.

Why does this matter?

In contrast to other analytics solutions out there, we don’t just offer users filters so that they can dig through the data more easily. We offer real information that can possibly change the course of their strategy. The reason why our segmentation capability is unique lies in the fact we recalculate the CPI values incredibly fast for each segment users create.

With segmentation, users will not just discover the amount of traffic coming from, let’s say, Facebook, but the actual quality of that traffic in terms of engagement, exposure, and loyalty. Newsletter managers can see how their newsletter content performed; and all that in just a few clicks. 

Here’s another example. By applying the Reader Type filter, users can see how Subscribed, Anonymous, and Registered readers behave and interact with their content.

Segmentation is also precious for publishers who are trying to introduce a healthy data culture since it helps keep each member of their media organization data-informed, saving their time and energy that would otherwise be wasted on sifting through the data.

Understanding the value of different channels and budget organization is also much easier for our users now. With segmentation, we bring great value not just for editors, but also marketing and sales professionals, data analysts, advertising and subscription managers, etc.

To find out more about the value of segmentation, read here.

2.  Updated topics analysis

What changed?

The bubble chart with X and Y axis and easy-to-understand quadrants helps publishers to identify topics that are best performing but are still not covered enough, as well as those that are performing poorly and need to either be covered better or covered less.

Within the new platform, we updated topics analysis for more valuable insights.

Now it is possible to analyze predefined and custom X and Y because we’ve expanded this analysis. We also introduced additional mechanisms to make it easier for users to analyze the topics: they can filter by number of published articles, hide certain topics, pinpoint prominent and underperforming topics – all in just a few clicks and within one glance. UI has also been improved.

Why does this matter?

The topic chart responds to the applied filter, which means users can understand which stories resonate with their readers better, and with more precision. Users now have the ability to switch views as they see fit and compare values they find relevant for their business model. 

Understanding the overall topics performance is pretty straightforward and with new functionalities, it’s possible to dig deeper, manipulate views more easily, and take advantage of the ability to examine data on a granular level.

To find out more about the way you can organize your content tags, read here.

3.  New Account & Organization management

What changed?

In the past, we recognized two key roles important for account management: editors and writers. This functioned well because a lot of publishers use Content Insights to measure author performance and to create a strategic, data-driven approach towards content production and management.

Within the new platform, we have defined two hierarchically different administration groups: Account administration and Organization administration.

Account administrators have higher permissions: they have the ability to create modules their organization will use, allocate domains to Organization administrators, and add new app users. On the other hand, Organization administrators can manage options on their allocated domains, create roles on an organizational level, and manage users.  

Why does this matter?

This change aligns better with the real needs of users and the way they organize internal workflows. Media organizations and newsrooms can have clearly defined roles (e.g. administrative professionals, top management), but our experience has shown many professionals in the publishing business wear a lot of different hats and have hybrid roles within their organization.

In addition, this new account management system provides convenience and flexibility since it allows users to define roles as they wish. For example, if one editor is responsible for a particular section (e.g. sports), he or she can be recognized as a Sports Section Editor within the app, and have access to the data they truly need.

To find out more about new account and organization management, read here.

4. Improved platform performance

What changed?

Content Insights’ platform is built using the API-first approach, so our dashboards and reporting system use API. This means the user’s system will have full access to all the data provided by our content intelligence.

Within the new platform, we introduced APIv2 (which has been significantly expanded compared to the old version), and dashboards and functionalities are completely API dependant. Also, it’s now possible to browse multiple domains in tabs or windows. Guided by user feedback, we decided to terminate digest reports as they didn’t provide enough flexibility or desired utility.

We also created a separate demo instance while enabling the full functionality of the MyNetwork feature on the new platform is in progress.  

Why does this matter?

For users, browsing multiple domains in tabs or windows is convenient and it lets them switch views quickly and monitor performance with more control and less hassle. We used to send digest reports on a daily or weekly level, but they didn’t offer enough value to our users. Within the new platform, Insights in Reports will be available by applying meta filters, which will compensate for the digest reports and bring much more flexibility and value to our users.  

To find out more about why journalism and online media need advance content analytics, read here.

What lies ahead?

We are currently introducing conversion tracking and developing specialized advertising reports, but this is just the tip of the iceberg.

For us, it’s very important to stay agile and adjust our product in a way that suits our users. When Content Insights’ clients and potential clients stay vocal about their needs and business challenges, it’s a lot easier to design a solution for them – whether it implies changing and upgrading the app itself or designing specific reports that will bring relevant data to the fore. 

In 2020, Content Insights will go through major changes. But worry not: we will stay true to our mission and philosophy.

Exciting times are ahead of us! Make sure to follow our announcements in the beginning of the year. 

If you have any questions about Content Insights or you’re curious to explore how our analytics can help your media organizations, shoot us an email at

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