• by Ray Schultz , October 8, 2023

Editors and publishers are being offered a way to engage readers based on behavioral insights and preferences by the Barcelona-based video analytics platform NPAW. 

The new tool, Publishers Analytics, helps editorial teams identify underperforming content with feedback based on content click performance, the company says. Editors can implement A/B testing to assess how images, titles, subtitles and other content elements are performing. The tool identifies the elements that attract the most interest and traffic, and automatically chooses the winning proposition. 

The goal is to help editors “seamlessly determine the appropriate content allocation and look and feel to boost user engagement,” says Rasmus Sorensen, product delivery manager and head of Publisher Analytics at NPAW.

Publishers Analytics also offers detailed dashboards – such as click-through rates, bounce rates and quality clicks – to better understand performance, as well as allowing users to dive into every stage of the customer lifecycle.