India’s largest publisher, the Times Internet (TIL), is using MongoDB to power its editorial analytics engine to drive user engagement with its content.
TIL hosts the online presence of 22 publications, including the Times of India, and supports more than 150 million visitors generating in excess of 2 billion page views monthly.
MongoDB said it has become the default database for all projects at TIL.
TIL’s editorial engine analyzes user behavior for every published story, providing feedback on how stories are consumed through web heat-maps and analytics dashboards.
Site editors gain insights into the length of time spent per page, how content is shared and where readers focus their attention.
The analytics generated by MongoDB enable editorial staff to make data-driven decisions, improving future content to better address reader preferences, including tweaking headlines and moving copy.
TIL’s engine also provides unique content recommendations for readers, based on browsing habits. These features ensure the sites’ articles are reaching and engaging with the broadest possible audience.
“We don’t ask, ‘why MongoDB?’ Now we ask, ‘why would we use anything else?'” explained Gagan Bajpai, vice president at Times Internet.
“Developer velocity is what I am focused on. How fast can we get this robust application live in the shortest amount of time? Our team built this engine in a fraction of the time it would have taken on any other database and then it scaled beautifully to help us understand and engage with millions of readers,” added Bajpai.
TIL also relies on MongoDB to power applications such as the social platform that covers all its web properties, the content management system journalists use to upload stories and the e-commerce division on the sites.
Live since 2011, TIL’s user analytics application uses MongoDB aggregation framework to execute powerful queries that drive visualizations and statistical models. This includes around 6 million aggregations across 2TB of data per day.
“It was a classic big data problem. A huge volume of data, a wide variety of data types and all coming in at an incredible velocity,” said Virendra Agarwal, technology manager at Times Internet.
“On the flip side, we had demanding managers looking to understand quickly how our readers are engaging with the news. MongoDB was the solution that helped us turn heavy raw data into actionable insights that are fundamentally changing the way we deliver the news.”