The Atlantic, an American literary and cultural magazine founded in 1857, wanted to provide its editorial staff with a robust internal dashboard to measure business intelligence for their flagship website, TheAtlantic.com. Editors were using a convoluted spreadsheet to track audience development and traffic metrics, which was complex and time-consuming. To boost efficiency and meet advertising goals, the client needed actionable data on viewership, user experience, site performance, and more.
Mission Data created an internal dashboard to sit on an API created by The Atlantic’s digital team. The story and author database provided by The Atlantic included 150 years’ worth of articles.
Our team leveraged React.js to develop the business intelligence tool, which drills data down by several filters, including article categories, author, and range of dates. The analytics dashboard measures unique views, time spent on each story, frequency of posts, and views on various channels, among other KPIs. Editors can compare data during time periods such as the previous week or month. The dashboard UX/UI was designed to match the look and feel of TheAtlantic.com.
With access to real-time data and predictive analytics, The Atlantic editors can better measure article performance and work toward achieving business goals as well as delivering content that builds brand loyalty and resonates with readers.