Connecting data and digital strategy with Reports: A conversation with Who What Wear
The ability to easily share audience data across teams has become synonymous with having a successful digital content strategy. One quick way to do so is with Chartbeat’s Reports, which allow users to subscribe to recurring email reports featuring data visualizations and automated insights from audience behavior and traffic numbers.
We spoke to Drew Elovitz, Director of Content Strategy at Who What Wear and long-time Reports user, to understand how she keeps herself and various teams well-informed.
(Editor’s note: This conversation has been edited and condensed for clarity.)
Can you talk to us a little bit about Who What Wear and your role?
Sure. Who What Wear has been around for about 14 years, and our value proposition since day one has been to marry content and commerce. We create content around fashion and beauty, with a focus on what’s currently trending.
As Director of Content Strategy, I oversee everything from content ideation to production, and distribution. I work closely with our creative team, our editors, and our more analytically-minded folks on our audience development team. We have commerce and product teams as well, but I mostly work on the website and with our editorial teams. That’s where we’re using Chartbeat.
Within Chartbeat, what specifically motivates Who What Wear’s high usage of Reports?
When I started at Who What Wear, we didn’t have a ton of synergy between our editorial strategy and data. We were waiting for our internal monthly reports to figure out what worked and what didn’t. A way to bridge that gap was through the reporting that Chartbeat offers. We needed a tool that would not only help our editors get a grasp on data literacy, but also help the entire team to work smarter, not harder.
PRO TIP: You can sign up for daily email reports and look back on how your content performed the previous day.
In what ways do Reports allow Who What Wear to ‘work smarter’?
I think access to information is one thing. We have very robust in-house data tools, but in our industry so much can change in a month or even a week, and we need to make snap decisions quickly. With Reports we can quickly access and share data ourselves, rather than filtering through dashboards and poking around Google Analytics, which is a heavier lift.
The automated insights in Reports help us make quicker, more informed decisions.
Secondly, the automated insights in Reports help us make quicker, more informed decisions. I really like how Reports benchmark performance against performance from previous weeks, so you get a good idea of what’s working. For example, easily understanding which types of articles performed high on social but had low engagement time helps us iterate on what works well, while improving the quality of our content around things we feel are important to the brand.
Are there metrics and insights are you looking for specifically when looking at Reports?
With Reports, we’re able to refine our strategy around coverage. Fashion is very saturated, and it can be hard to be competitive. Take Awards Season, for example. Reports help us understand which celebrities and topics are resonating the most on social or organic search. So we mostly look [closely] at top stories for the day, where the readers came from, and how performance compared to last week. This information lets us know in which avenues we might be a little bit more competitive, because bigger outlets might be focusing on something else.
PRO TIP: You can filter Reports by Site, Section, or Author.
Who receives reports on your team?
I personally look at our overall performance reports daily, but [the Site Report for whowhatwear.com] goes out to our entire editorial team. Some of our authors also filter reports to get their own author-specific reports. I know our newsletters team views the daily Site Reports quite often, as a supplement to our in-house reporting tools, just to know quick takeaways on which celebrities are really resonating with our audience. It helps them inform newsletter content strategy, as well as understanding headline structures that have worked well.
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