On the 30-31 May 2014, GEN held their first Editors Lab of Season 3 at the Reuters Headquarters with the support of Cxense. The participants innovated around the theme: 'Improving Loyalty'. Participants created tools that met needs such as: How to boost the 'stickiness' of your website? How to build a community of frequent users and encourage them to stay longer on the website? How to optimize loyalty using Big Data analytics and real-time tools? Cxense opened access to their analytics and content tools to help participants meet their objectives.
On the 30-31 May 2014, GEN held their first Editors Lab of Season 3 at the Reuters Headquarters with the support of Cxense. The participants innovated around the theme: 'Improving Loyalty'. Participants created tools that met needs such as: How to boost the 'stickiness' of your website? How to build a community of frequent users and encourage them to stay longer on the website? How to optimize loyalty using Big Data analytics and real-time tools? Cxense opened access to their analytics and content tools to help participants meet their objectives.
On the 30-31 May 2014, GEN held their first Editors Lab of Season 3 at the Reuters Headquarters with the support of Cxense. The participants innovated around the theme: 'Improving Loyalty'. Participants created tools that met needs such as: How to boost the 'stickiness' of your website? How to build a community of frequent users and encourage them to stay longer on the website? How to optimize loyalty using Big Data analytics and real-time tools? Cxense opened access to their analytics and content tools to help participants meet their objectives.
*Cxense Developer assisting BBC developer who will eventually win the Hackdays
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Introducti on The Gl obal Edi tors Network is a community dedicated to media innovation supported by 20,000+ media innovators. More than 2,500 of those media innovators participate in GENs yearly programmes and GENs annual conference called the GEN Summit. GEN represents the leading media of the world (see GEN communi ty for more) and organises events bringing together the best newsroom and opinion leaders of the industry. Cxense (pronounced see-sense) is a global software company founded by a team of software and Internet media leaders who share a passion for delivering innovative and intuitive solutions that help companies understand their audience and build great online user experiences. When GEN discussed with Cxense how they were achieving innovation through one of GENs programmes called the Editors Lab, along with Cxenses involvement in providing expertise and opening access to their analytics and content tools, it became clear that the value of integrating Cxense into the event would have a great impact on the quality of the Hackdays for the participants while giving Cxense the opportunity to engage with the participating teams, but also through to expose their expertise through our live-coverage of the event for our entire network.
The GEN Edi tors Lab Programme The Edi tors Lab Hackdays is one of GENs key programmes in bringing innovation to the newsroom. It is a worldwide series of Hackdays hosted by the worlds leading news organisations such as The New York Times, The Guardian, El Pas to name a few. The Editors Lab brings together developers, journalists and designers from the Global Editors Network representing the best newsrooms from the city where it is being held. During two days, teams build news prototypes around a theme linked to the latest trends in media innovation. After two intense working days, teams present their projects in front of a jury who gives his verdict little after the presentations. The climax of the season is the crowning of the overall Editors Lab Final Winner, which gathers each national Editors Lab Winner at the GEN Summi t.
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The GEN Edi tors Lab Cxense/Reuters Hackdays 29-30 t h May, 2014 The Teams Seven news organizations entered teams consisting of a journalist, a developer and a designer in this two-day competition. Teams included: BBC, Financial Times, Reuters, McClatchy, Florida Times Union, KSL (Deseret Digital Media) and Montclair. The Host Friends and partners of the Global Editors Network, Reuters, provided a unique setting for the teams. On the 33rd floor of 5,Times Square Building, teams were given an excellent location and space for inspiration.
The Jury Anthony de Rosa, Editor in Chief for Circa Rob Wescott, Cxenses SVP of Business Development, North America Evangeline de Bourgoing, Programme Manager at Global Editors Network
The Theme Teams innovated around the theme Improvi ng Loyal ty. Some of the challenges raised by this theme included: How to boost the 'stickiness' of your website? How to build a community of frequent users and encourage them to stay longer on the website? How to optimize loyalty using Big Data analytics and real-time tools?
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The Cxense Touch
*Cxense Masterclass Cxense opened access to its analytics and content tools during the two-day event. The tools are part of Cxenses Extraordinary Insight Engine (EIE). By crunching big data via sophisticated algorithms, EIE provides the publishers with deep-insight analytics, patterns and relationships that boost revenue and audience growth. These two tools are used by the largest publishers all around the world and was a great add-on to the creation of the teams prototypes during the Hackdays.
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Cxense Anal yti cs: Cxense combines real-time web stats, historical data and other data sources into a single web analytics package. This data approach is the key to unlocking extraordinary insights. All you do is add a simple and small code snippet to your webpages. Cxenses Extraordinary Insight Engine creates anonymized profiles that enable specific user sessions with automatically optimized content and ads.
Cxense Content: Your personalized content strategy will be matched with the interests and objectives of your audience groups. Cxense is able to do this via their Extraordinary Insight Engine (EIE), which collects and analyses context, user data, behaviour, trends, external data, demographical data, historical data and many other data sources. On the first day of the event, Cxense conducted a Masterclass to help participants getting started on the companys technology and share their approach to innovation. A team of developers and experts were on site to give advice to each team on how to make use of all the functionalities of the tool and adjust the settings of it. Rob Wescott, Cxenses SVP of Business Development, North America, was part of the jury that awarded the winner. The Chal l enges Some of the teams were customers of others Analytics providers and thus there were challenges to operate the Cxense script on their websites. Therefore, in order to use Cxenses tools and benefit from the power of the data available, in the days prior to the event, they replicated their websites and operated the script on the replicated version. Below you will find insight on how three selected different teams approached the theme with the help of Cxense.
6 BBC http://www.bbc.com/news/world/us_and_canada/
*BBC Team after winning The BBC team, with their app Takeaway, won the Hackdays and were invited to compete in the Hackdays Final at the GEN Summit 2015. The winning team was composed of Nathalie Malinarich, Editor mobile & new formats, Dima Jarkas, Senior UX designer and Sam French, Web developer. According to the team, Takeaway is a mobile-first product aimed at growing engagement among regular and casual users. For regulars, it is a page tailored to the time of day and known interests. For the casual user, suggestions are based on entry point and choices made by similar users. It can be consumed offline or as email. It provides a new, relevant and contextual offer, while meeting our public service obligations. On the technical side, The prototype is built in Ruby because its lightweight. The demo replicates our site and dynamically inserts a Takeaway module that is contextual. The data for the widget is from Cxense. See their presentation: http://slidesha.re/1qbN4Wd
7 McClatchy http://www.mcclatchydc.com/
*McClatchys Team McClatchys project, Engage, won the audiences choice award, selected by all participating innovators. The focus was on rewarding loyal readers with a better user experience with fewer ads. In an interview given to Reuters Inside Agency, McClatchy team member, Erik Frederick describes the prototype: The challenge was to use the Cxense analytics tool and build a feature that made our news website stickier and more engaging. We developed a way to measure true engagement and reward it by improving the user experience namely, by reducing ad content. We wrote the rules of engagement, which would be explained to users in general terms but not specifically revealed (so readers couldnt cheat). We would award points for things like sharing a story, eliciting referrals to our site through a share and making comments that inspired reaction from others. We did not award points for a page view, or for a comment that got no reaction, or for time spent on site in other words, things that can be faked and dont indicate true interaction. A registered users engagement score would be displayed at the top of the page seeing their score rise (and occasionally fall). When they reached certain benchmarks, theyd see fewer ads, and more news content higher on the page. More-engaged users would get fewer but more finely targeted ads, based on their reading habits. See their presentation: http://bit.ly/1ro12Ea
8 KSL http://www.ksl.com/
*KSL Team
KSL (Deseret Digital Media) had very productive Hackdays and even achieved to get their project implemented on their real website on the last day of the event. In their words: Users reach an end to logical flow when they view a car ad. We believe that showing them relevant content at the bottom of an ad will increase the stickiness of the site. Partnering with Cxense we will be the first among major car sites to try this. That is how they describe how they came up with their project idea: We noticed using the Cxense analytics that some ads had a high bounce rate. We implemented a recommendation widget that leverages Cxense, and a JavaScript slider. This was developed in our website development environment and pushed to the live site. They now plan to test different versions of the widget to find the best design to engage the user. We also plan to explore deploying the widget in other products on KSL.com. See their presentation: http://slidesha.re/1ttweo0
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Lessons learned
The Hackdays highlighted different approaches to content personalization and the use of analytics for this purpose. Most news organizations use analytics to deliver customized content based on previous reading habits. They conceive features to offer personalized content that is tailored to the interests of the readers and keep them engaged onsite for longer. But McClatchy took a very different approach to the problem of user engagement. They used the Cxense analytics tool to reduce ad content instead of personalizing their editorial content. The team considered that their website would be stickier if they offered non-customized content. This approach could be justified by the fact that non-customized news allow the readers to have a more comprehensive view of news. It also preserves the sense of discovery and helps counter the filter bubble that closes the readers off from new ideas, subjects and information.
In contrast, the BBC team reflected on the way to best personalize content. They wanted to give their readers a customized user experience without betraying the BBCs mission to engage the UK citizens with impartial and accurate news and information. They decided that the three articles appearing at the top of the newsfeed would be the same for every reader. They would cover the three most important pieces of news of the day that would be curated by BBC News editors. The rest of the content appearing in the newsfeed would be customized. This process allows the reader to get information that is relevant to its interest without missing the most important news.
These two above examples highlight two altering visions of content personalization and demonstrate the versatility of the Cxense tools to execute these strategies.
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Survey
Post the Hackdays, the Global Editors Network sent a survey to all the participants. Here is a short selection of the most interesting answers:
How woul d you descri be your experi ence as whol e? - It was well organised and very enjoyable.
- Enlightening and enjoyable
- Corporate has taken some interest in our pitch so the prospect of pushing some innovation within our organization was perhaps the most rewarding aspect of my experience.
What was t he most usef ul part of t he event f or you? Why? - Working with Cxense software engineers. - Time to brainstorm solutions to current problems
- Networking with the other News companies. It is always interesting to see how other companies are similar and how we could learn things from them.
What di d you l earn duri ng these Hackdays? - I learnt about Cxense (as I had not heard of them before), met a lot of new people (as I only knew my colleagues). I also learnt more about Ruby (which I'm quite new to) and JavaScript. - I always looked at analytic data as a way to help companies but there are a multitude of ways in which it can be used to benefit end users. I look at analytics slightly differently now. - I learned more about the mechanics of Cxense technology and how it can be used to improve loyalty.
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Industry Reaction To The Hackdays
Art i cl es i n Engl i sh:
Hackday Insights: How to make your website stickier and more engaging? Reuters Inside Agency: http://bit.ly/1ngYZ2J
Top News Organizations Go Head-to-Head Using Innovative Big Data Tools, Reuters Inside Agency (This article was reposted multiple times by other news organizations) http://reut.rs/1r1preR
BBC Wins Digital Publishing Competition Using Cxense Big Data Tools, Association of Online Publishers: http://bit.ly/1lzoC0r
Sticky data tools win Hackdays for BBC, Gxpress: http://bit.ly/1lHSaJC
Art i cl es i n Norwegi an:
BBC vant ackedag, Dagens Nringsliv: http://bit.ly/1vNyJCt Hacker for Norge p Times Square, Dagens Nringsliv: http://bit.ly/1qorTzY
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Lets Innovate Together
Follow Cxense on Twitter @cxense Follow GEN on Twitter @GENinnovate
See more pictures from the GEN Cxense/Reuters Event GENs flicker account.
To contact Cxense and l earn more about t hei r product s: Lauren Pedersen, VP Global Marketing & Communications, lauren.pedersen@cxense.com +47 90663094
Camilla Moen, Marketing Director camilla.moen@cxense.com +47 47929141
More about Cxense: http://www.cxense.com/
To sponsor, host or parti ci pate i n GEN Hackdays: Colm Curneen, Deputy Director & Head of Business Development ccurneen@globaleditorsnetwork.org +33153012441
Evangeline de Bourgoing, Programmes Manager edebourgoing@globaleditorsnetwork.org +33153012161
More about the Global Editors Network: www.globaleditorsnetwork.org