Case Study: The Conversation sharpens brand-specific user needs with smartocto

The Conversation boosts user needs analysis across nine regions with Smartocto

The Conversation, an international news outlet, faced the challenge of connecting more effectively with its audience by moving beyond standard news updates. To build a more empathetic and data-driven content strategy, they enlisted the vendor smartocto and consultant Dmitry Shishkin to analyze their brand-specific user needs.

smartocto performed a thorough data analysis that revealed a misalignment between the newsroom's output and audience performance. The solution involved using smartocto's tools to identify that while 'Motivate me' articles performed well, too many 'Give me perspective' stories were being produced. This insight allowed The Conversation to begin formulating more specific, actionable user needs to better guide its editorial strategy and increase audience satisfaction.

The Conversation