Time Inc. has partnered with audience analytics provider Parse.ly to use its solution to amalgamate data across its portfolio of brands.
People, Time, Fortune, Sports Illustrated, InStyle, Real Simple and Southern Living are some of the brands that will now have access to Parse.ly’s dashboard.
Parse.ly’s Network Rollup tool allows Time Inc.'s editorial teams to compare multiple brands on one analytics platform
Staffers can now see every article published daily using Parse.ly, unifying the analytics and metrics across Time Inc.’s brands, according to AdExchanger.
Since implementing Parse.ly, Time Inc. saw page views on People’s site increase around 60% to 70%, AdExchanger reports. The improvement is attributed to better insights using the tool, as well as changes People made to its display of gallery stories.
“Parse.ly’s analytic tools are going to be a significant help in driving cultural change at Time Inc., as we work to leverage the combined digital reach of our powerful brands,” stated Alan Murray, chief content officer at Time Inc. “Unifying insights across all of our brands allows us to understand, act on and monetize the content our audience engages with most.”
Editors can use Parse.ly’s tools to view audience metrics — such as growth, engagement and loyalty — at both a brand and network level to improve digital audience engagement. Editors can also use both real-time and historical data about article performance to shape the angle of a story to make it more successful.
“Through integrated data across brands and intuitive insights within the Parse.ly dashboard, we’re helping Time Inc. remodel the way that it understands its audience,” stated Sachin Kamdar, CEO at Parse.ly. The focus is to "build a meaningful, data-driven culture."