Democratizing access to analytics
In addition to real-time improvement, minute by minute, The Guardian also drives overall improvement of the site because the entire organization is learning how to fine tune content and headlines to meet readers’ expectations.
“As part of the editorial process, understanding what content gets traffic and what doesn’t is very important,” Tackley explains. “One of the great accomplishments that we’ve been able to achieve using Elasticsearch is empowering journalists to investigate their content’s audience. We are democratizing access to data, so the editors and journalists can learn and explore themselves. Elasticsearch encourages a culture of self-exploration, which is very exciting.”
“We have seen a change in attitude within the organization,” he continues. “A couple of years ago only top management could look at traffic data. Among everyone else there was a fear that if we looked at traffic data, we are bound to turn into a tabloid paper. Now, people across the organization understand that being able to see what’s happening to their content helps them do their jobs.”