Partnering with Edenspiekermann, POST is developed as a user-friendly tool that monitors stories and delivers practical tips to boost performance.
Content-driven organizations from news portals to today’s most successful consumer brands have seen the rise of data as one of their potentially most powerful resources.
But while working with some of Europe’s biggest publishing houses and brands, it is learned that they are still on the look-out for the best ways to make use of it. That’s why POST is developed, a user-friendly tool that monitors stories and delivers practical tips to boost performance, so content organizations can embrace data culture.
The idea of POST first came up during an internal hackathon where Edenspiekermann decided to tackle a common challenge that they observed while working with editorial teams across Europe.
According to Edenspiekermann’s observations and research data and analytics teams share numbers and data trends but rarely translate their insights into concrete suggestions for improvements. This creates a discrepancy as editors hardly ever know what to do with this input.
So in short, POST addresses the gap in the workflow between data analysts and editors. A positive impact on the editorial workflow in the area of data integration was the main goal, driving product strategy and development.
They started the first round of the project with an extended research phase where partnered with some of the most respected editorial teams in Europe. In that phase they’ve built the first prototype and tested it with their users to get a feel for the way they interact with the product. A validated prototype, iterated based upon user insights, enabled them to get a follow-up funding with which they’ve had a chance to turn their ideas into a product.
Sebastian Horn Deputy Editor-In-Chief, Zeit Online commented,
After using the prototype I have to say that this integration between Analytics and Slack is a very useful tool. I like the idea that a bot tells me when something noteworthy is happening with my article.
The result, POST, offers an integration between data sources and communication channels. The first version of the product connects Google Analytics and Slack, since those were identified as the most common tools among partners.
In the product development process Edenspiekermann partnered up with Pandata, who developed the underlying data solution for product while the team was working on the overall UX and product development. From the user perspective POST combines an easy-to-use dashboard to create and monitor alerts and a slack bot that delivers actionable recommendations in a conversational style and approachable way to the editors. Alerts are based on a predefined set of triggers based on the organization’s individual KPIs.
Antje Ebner Head of Audience Development, Süddeutsche Zeitung also commented,
From my daily work running the audience team at Sueddeutsche.de I could really see innovations like this tool helping to change the mindset in the newsroom to win new audiences!
As a part of Go-To-Market strategy, Edenspiekermann has developed a brand and marketing landing page. POST is available for BETA testing at the moment.