Visualizing Content Performance Analytics for Strategic Decision-Making in News Portal

Muhamad Dody Firmansyah and Zurina Saaya
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Muhamad Dody Firmansyah: Faculty Technology Maklumat and Komunikasi, University Technical Malaysia Melaka
Zurina Saaya: Faculty Technology Maklumat and Komunikasi, University Technical Malaysia Melaka

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 6, 2270-2278

Abstract: In the digital era, news portals have become essential platforms for delivering timely news and information across diverse topics such as politics, business, technology, and public affairs. These platforms, which may be operated by independent media, private corporations, or government institutions. It also generates extensive user engagement data including metrics like page views, reading duration, and user interactions. Despite the abundance of this data, many editorial teams lack the analytical tools necessary to extract actionable insights to guide content strategy and audience engagement. This study explores the application of Tableau, a data visualization tool, to interpret and present user interaction data from the news portal of the Indonesian National Police. As a public sector platform, the portal plays a strategic role in government communication, transparency, and citizen engagement. Through the development of interactive dashboards and visual analytics, this research aims to support data-driven editorial decision-making by providing intuitive insights into content performance and user behaviour. Data extracted from SQL-based systems was processed using Tableau to create visualizations such as bar charts, pie charts, and trend lines depicting content uploads by category, type, and region over time. These elements were integrated into an interactive dashboard that offers editorial teams intuitive insights into content trends. To evaluate system usability, the study employed the System Usability Scale (SUS), a ten-item questionnaire used to assess the dashboard’s effectiveness and ease of use. The final dashboard provided actionable recommendations to enhance content strategy and resource allocation across different work units and regions. This research highlights how visual analytics can significantly improve public sector communication and editorial planning through user-centric, data-driven approaches.

Date: 2025
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