“It’s baffling to me why existing analytics tools are so backward,” says Antoine Amann, founder and CEO of Echobox. “They are mainly descriptive, typically showing you tons of fancy graphs and charts, but they don’t actually analyse the data for you.”
His startup, an analytics tool for news publishers, turns this approach on its head. Instead of simply displaying tons of analytics, Echobox looks at a site’s visitor data and, using its own algorithms and machine learning, actually recommends actions to take, including editorial, to drive additional traffic. Crucially, those recommendations are written in plain English.
Although Echobox is already being used by a major new publisher, it’s managed to remain in stealth mode until now and is currently running in private beta. However, TechCrunch has been given an exclusive demo of an early version of the product — a demo that, as somebody who writes the news, left me a little overawed.
The first thing you’ll notice about Echobox is the lack of complex charts or rows of data. Instead, publishers are presented with a list of actionable recommendations and insights, generated in real-time, based on their site’s visitor data. For example, it might recommend that...