Data is a tool that can be used to increase engagement and revenue for those who dive into the analytics within their company.

Robert N. Wescott, senior vice president of business development at Cxense, said that by using your own content and your own data, Cxense can help create a better environment for users through content. Cxense helps by using the categories of content, context, and users.

“We give you the tools to leverage that insight,” he said.

The more a company is able to collect data and leverage it, the more value it can bring by showing exactly who is interacting with content, Westcott said. Data can also give news companies the ability to provide advertisers feedback about engagement.

Data helps analyse user behaviour and predict what content readers may be interested in. This helps optimise user engagement on news Web sites.

Putting data to work can bring fresh pieces to the eyes of the user, Westcott said: “Why waste screen space on something they have already read?”