Here's How Jagran New Media Set Forth Data Driven Environment, Produced High Performance Content

It was in the year 2020 when Jagran New Media (JNM) teamed up with the Google News Initiative (GNI), MightyHive, and Tatvic to help its readers across India access news online. The goal was to develop and implement a solution that uses reader data to make editorial decisions faster and more relevant to the newsroom, which is one of the biggest challenges for publishers today.

Let's quickly take you through Google's Case Study on Jagran New Media, how JNM gained increased user engagement, and understood its reader behaviour with Google's content planning dashboard. 

JNM X Google New Initiative

As a part of the Google News Initiative, Jagran New Media partnered with MightyHive and Tatvic. While MightyHive helped JNM develop strategic roadmaps, audience frameworks, and solution design, Tatvic created a dashboard and established rules to manage data among multiple editorial teams. 

The Process

Dashboard Creation And Efficiency

Tatvic created a dashboard with Google DataStudio for accurate onsite data collection. MightyHive and Jagran identified 4 key audience segments, recirculation rate, and session duration among other things. Further, MightyHive and Google ensured the operational efficiency of the dashboard by eliminating incompatible features, and prescribing corrective measures for advance logging.

Weaving New Data Information Into Business Operations

The next step was to implement data solutions and for the same, all the teams were trained to use the dashboard so that they can make the most out of the insights. As the teams were fully trained to use the data, they started to use it on a daily basis, the dashboard turned out to be more useful than many other tools they already had. 

How Did It Work?

JNM Editorial Team Adopted New Solution

Tatvic provided a new solution that helped the team measure the data and displayed it on a dynamic dashboard which further helped understand what and how the content is performing. Further, MightyHive enabled editorial teams to track how different user segments are interacting with content on their platform. 

Shifting Content Strategy 

Jagran New Media managed to increase its user engagement with a content planning big data solution. Here is what the leaders at JNM had to say about their partnership with Google News Initiative.

Data-Driven Insights 

Pratyush Ranjan, Executive Editor, Jagran New Media, said, "We were not getting details of what kind of users are coming on our website, what kind of stories they are reading, how much time they are spending on our website, are the users actually reading the entire content or not. We were in need of deep-dive date-driven insights for our content strategy to grow in the future."

Usable Content 

Megha Mamgain, AVP, Business Head, Health and Lifestyle, Jagran New Media said, "The idea was to create content that was usable, that had utility value. When it comes to health, the idea was to be able to create a platform that was giving credible information, fact-checked information in the maze of a lot of unverified content that was actually very, very harmful for the people who were consuming it."

Deeper Engagement

Bharat Gupta, CEO, Jagran Media Group on shifting content strategy to acknowledge the goal of the project said, "What we were doing at the beginning of this process was chasing after the [page views] and clicks from trending news pieces — because that’s where the biggest numbers are. [By implementing Editorial Insights], we were able to shift strategy toward developing higher quality content pieces that would drive deeper engagement and subscriptions from our audiences that matter."

The Results 

Within three months of using the content planning solution, Jagran New Media witnessed a significant rise in engagement by brand lovers, the most valuable segment of users.

Growth Graph - Completion And Recirculation Of Brand Lovers

• 20% Increase in Completion Rate of articles viewed for Brand Lovers
• 15% Increase in Recirculation Rate for Brand Lovers

Watch the case study here - 

As a part of Jagran New Media, it is a proud moment for us at HerZindagi to see team JNM successfully manage to utilise the insights to plan and produce content that engaged users. More to the power of ideation, innovation, and collaboration!