Receive data of interest and manage the content produced, in real time, while they write their next stories, without even leaving the text editor. This is the ideal world for any journalist. And it is precisely this possibility that Clarín, one of the most influential and traditional newspapers in circulation in Argentina, is introducing into the daily lives of its employees.
The media company was the first in Latin America to implement HyperIntelligence, a newly launched feature of MicroStrategy that has the ability to more easily bring strategic information directly to those who need it, without a single click, driving digital transformation. With a history of 73 years, Clarín maintains the journalistic and commercial leadership in the Argentine market and is part of the top 3 in the Spanish language.
At Clarin, the objective has always been to bring managerial and analytical information closer to the platforms that users naturally use. In the specific case of the newsroom, there are more than 400 journalists who need access to the performance indicators of their content in real time. In 2017, with the idea of innovation in mind, the journal underwent a major transformation process and created a multiplatform newsroom, which works simultaneously for the different versions of the newspaper, such as print, digital and mobile devices. The incorporation of Business Intelligence (BI) and Analytics took place in early 2015, when the company made the decision to build a Big Data and Analytics department to provide data services for all areas.
real-time analytics
"Since then we have never stopped growing and incorporating new features, always in an innovative way and with a focus on generating value, both from a monetary point of view (higher revenue, lower costs, etc.) smarter and faster every day", emphasizes Pablo Giudici, leader of Big Data and Analytics at Clarin.
According to him, the reason for adopting HyperIntelligence and Hypercards in particular is because they wanted to bring data even closer to users and overcome the natural barrier that exists in organizations that have a strong history and cultural weight, in which people tend to be more conservative and find it difficult to look for information on other platforms. "Using Hypercards we were able to bring the data into the context of journalists and the platforms they use the most, such as the CMS (Content Management System) and the clarin.com website, where they can effortlessly see the evolution and performance of their content. , just hovering the mouse over the title of a news item, over the name of a section or even seeing your own performance metrics with access to a card developed for this purpose. newsrooms to understand what is happening with the content and, in this way, make quick decisions to adjust their performance", he points out.
The MicroStrategy platform is used by all levels of the company, from directors using iPads, through managers and journalists using Hypercards, library boards, reports and mobile devices, to the operational levels of administration, call center and sales using Hypercards, reports and Microstrategy APIs to integrate data into the front end. This is especially useful for Clarin, due to the large number of users that require access to the information. With the use of Hypercards, this challenge was solved and the digital transformation process was accelerated. Plus, the feature doesn't require a lot of training or complex learning curves.
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