Diving into data: INQUIRER.net on building a data-driven culture
“Data is at the core of our operations.”
INQUIRER.net’s Data Analytics Manager Monica Baylon-Solideo had this to say as she discussed the importance of data in improving audience development, reader revenue, and advertising revenue during the Google News Initiative Data Workshop Series on Wednesday, March 22.
“From content planning to user experience to distribution, we utilize our data to guide our executions. It is at the center of our strategy, and we circle back to it to measure our efforts to know what worked and what didn’t,” Solideo said.
In utilizing Google Trends and Google Search Console, INQUIRER.net continued to make sure that the contents answered the day-to-day queries of readers, providing them with the information they needed, whether it be about political news, how to register their SIM cards, suspension of classes because of an impending weather disturbance, changes in traffic routes, or even updates on the members of BTS and other K-Pop groups.
“We analyze the movements of our channels to see if the affinity of their readers matches the content they put out,” she added. “We study how our content becomes visible to our loyal readers through our recirculation strategy.”
Solideo said as an online publisher, INQUIRER.net’s dedicated data team, which sets the tone for metrics and matches building blocks to achieve the company’s overall goals, defines INQUIRER.net’s strong data-driven culture.
“As an online publisher, we want to ensure that our content is optimized to the best of our ability without sacrificing editorial integrity. This also tells us that our contents are responsive to what the users are seeking out and that all the elements that can help them gain more information about a certain topic are present,” she said.
According to Solideo, INQUIRER.net continues to dive into data, break down traffic sources, look at the company’s platforms and define what they mean to assets and brands. These data points will help the company improve aspects and revenue for 2023.