While subscriptions are financially critical, Tom Betts at the FT uses engagement as a success metric because “it aligns everyone in the company to all pull in the same direction. The marketing team is driven to support the newsroom and, at the same time, support their own targets.”
Smart, because not everybody is interested in financials. Everybody is interested in increased readership.
Betts also points out that “an analytically mature business is where the vast majority of analysts sit within the other teams,” Tech organizations, he added, “don’t have chief data officers.”