News Corp / Analytics and performance
For News Corp’s Compare Money service, I started with the people who needed to use the data. I translated their business questions into a measurement plan and worked with delivery partners to build the foundation for useful reporting and performance decisions.
Explore the work
01 / The challenge
Compare Money helped visitors explore financial products and move towards a provider. Editorial, commercial and delivery stakeholders needed different answers from the same journey. Page traffic alone could not explain whether the experience was helping someone compare, choose or take the next step.
I asked stakeholders what business goal the service should achieve, how the website supported it and which insight would help them do their job. Those questions gave the measurement work a purpose before events and dashboards were specified.
A report should connect what the visitor did with what the business needs to decide.
02 / What I did
I organised stakeholder conversations to identify goals, questions and useful insights. I asked what each team needed to decide before specifying the report.
The plan separated business, operational and functional objectives, then connected KPIs, events, parameters and reporting. Naming conventions gave those parts a shared language.
I designed the measurement plan and implementation roadmap, working with the development partner and internal stakeholders on implementation and sign-off. I led the requirements and coordination; partners contributed the technical implementation.
My wider remit connected Adobe Analytics and Google Analytics with performance marketing, research and UX improvements. The question was what the team should do next, not which platform could produce the most charts.
03 / The work in practice
Explore three questions a comparison service needs to answer: whether filters help people choose, what a provider handoff means and why more traffic may not produce more leads. The examples illustrate the approach using fictional journey details.
The signal
01 / Ask
Are filters helping people narrow their options, or revealing that they cannot find a suitable product? Filter use was an explicit example in my stakeholder questions.
02 / Act
Define the comparison interaction and the journey stages needed to interpret it. Consider device, entry point and the next action rather than reporting filter clicks alone.
03 / Check
Separate repeated interactions from visitors. Check whether the results changed and whether people progressed. Activity by itself does not prove usefulness.
04 / So what?
Use the pattern to prioritise a usability question for investigation, then define a test and a success measure.
04 / Results
Compare Money
Stakeholder questions became an implemented measurement foundation, with agreed objectives, tracking requirements and a plan for reporting. I led the measurement design and worked with internal teams and development partners on delivery.
Across my News Corp remit
Higher conversion on selected lead-generation pages over three months. This wider-role result is separate from the Compare Money measurement project.
The improvement period
The period associated with the lead-generation conversion improvement. The 38% describes growth relative to the earlier conversion rate.
My contribution connected customer behaviour, Adobe Analytics and Google Analytics with research and performance-marketing decisions. For Compare Money, that meant defining what a useful comparison and provider handoff looked like before asking a dashboard to report success.
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