In the old media world, the printed newspaper or TV news broadcasts held a permanent place in consumers’ lives. Today, media houses are facing the challenge of establishing a permanent place for their digital offerings in consumers’ daily lives. Thus, Kauppalehti also aims to focus more strongly on phenomena that are topics of the day in people’s face-to-face discussions and in social media. New perspectives and different channels make it possible to keep the most interesting topics going for weeks.
‘We are planning, for example, to conduct editorial work in a new way on the Internet by changing the mode of presentation or introducing content into a new context,’ Ms Tuomela explains.
‘Journalism still constitutes the core of Kauppalehti. It is my job to analyse how it can be offered in a more interesting and efficient way. This includes considering whether the title of a news item is search engine-friendly and how the news story should be packaged if we want to make it easy to share in social media.’
Seeking growth through well-built and attractively served content
As the job title suggests, a growth hacker’s work is about seeking commercial growth. Ms Tuomela believes that growth should be sought by making the Kauppalehti brand attractive to new audiences.
‘My means for looking for such audiences include testing, analysing and challenging.’
In her work, Ms Tuomela uses anonymous visitor data from Kauppalehti’s online services. Anonymous web analytics, such as the duration of the visit, content choices and sharing of content, are obtained on visitors. In addition, the analytics indicate the website and link through which the visitor came to the Kauppalehti online service. Ms Tuomela uses these data to analyse readers’ behaviour, to find out what types of content should be offered for different visitor groups and to detect any stumbling blocks in the subscription system that interrupt the subscription process. For her, data constitutes a tool for analysing what has been done right, what could be learned from the observations and how Kauppalehti should act in future.
‘The main objective of using the data is to continuously improve Kauppalehti’s response to the needs of its readers and to provide readers with genuinely useful services.’
‘We are going to test new operating models. What is important is that the testing is also based on data, not instinct or hunch,’ she explains.