Mădălina Ciobanu of Journalism.co.uk writes about how the Financial Times plans to use data to better understand their audience and how people interact with stories on the website.
Ciobanu writes, “The tool, called Lantern, will be available early next year and it will integrate audience data collected across the entire organisation, which already exists but usually serves business or commercial purposes.
“Using Lantern, anyone in the newsroom will be able to find out how their story is doing in real time, but also how the audience engages with it in the longer term.
“‘Now more than ever, it’s not just about being digital-first, it’s about being audience-first,’ Renée Kaplan, head of audience engagement at the Financial Times, told Journalism.co.uk.
“She said the FT’s approach is to measure the engagement around individual stories, rather than focus on the overall interaction on the website.”
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