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News Consumer Insights: How data is driving publisher growth

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The News Consumer Insights Audience Funnel

News Consumer Insights Audience Funnel

NCI is a data framework implemented into Data Studio, a free Google data visualization tool, to conceptualize a news publisher’s Google Analytics data. It takes an ecommerce-driven funnel approach, segmenting users according to their value to the news site (defined by their respective key engagement metrics such as time on the site and number of articles read).

Leveraging the NCI playbook recommendations, thousands of news publishers have surfaced actionable insights in order to convert users into paying consumers, improve site experience and build a loyal following. Here are some of the key learnings from publishers who have used the NCI tool:

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