Mike Petroff and Aaron Baker have teamed up to create a custom editorial analytics dashboard called “Scoop,” which they use to serve the content teams at Harvard University and the online version of The Harvard Gazette. Their goal? To give power back to the content creators, using data to answer their questions and help make informed decisions about content. Instead of just number crunching, they’re able to use data to tell a cohesive story about content performance and get to the questions that really matter, like “Is this content really working?” and “What do our users actually need?”