Likewise, our data also gets used in our targeting system, so that we can send out the right messaging about our various subscription packages to the right users. We also use data to create or curate preferences around personalization, to ensure we're delivering to our users fresh content, or content that they may not have normally read. We want to understand different behavioral patterns, and which factors or features will encourage users to register and subscribe with us. Ultimately, we’re interested in behavioral analytics-how people engage with our site and our apps. With this data, the newsroom can make decisions about information that should be displayed on our homepage or in push notifications. On the other side, the newsroom is also focused on audience, and we build tools to help them understand how Google Search or different social promotions play a role in a person's decision to read The New York Times, and also to get a better sense of their behavior on our pages. We then provide that data to analysts for end-to-end analytics. We frequently measure our audience to understand our user segments, and how they come onsite or use our apps. We have an end-to-end type of data platform on one side we work very closely with our product teams to collect the right level of data that they're interested in, such as which articles people are reading, and how long they’re staying onsite. Fortunately, our data system with Google Cloud positioned us to perform quickly and efficiently in the new normal. Like virtually every business across the globe, The New York Times had to quickly adapt to the challenges of the coronavirus pandemic last year.
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