Nieman Labs’ Joseph Lichterman has been writing about Ophan - the in-house analytics tool at The Guardian. Katherine Viver, editor in chief at The Guardian US has had a mobile version of the system built so that journalists have maximum access to gathered feedback. Ophan allows staff to check how individual articles are performing in real time and also provides some analysis of google traffic, as readers are pointed towards articles. The immediate feedback allows staff to improve readership numbers by tweaking a headline in order to capitalise on trending social media topics, or by providing additional information or relaunching older articles which might suddenly become relevant again.
Read also this related article by the same author on building a new analytics culture in an established newsroom.