Video intelligence company NPAW has added a tracking feature it says may foster competition among writers.

The new author tracking feature is part of their publisher analytics editorial content optimisation tool.

The new feature allows publishers to set goals for authors in terms of ‘total navigations’ per article, making it easy to track how authors’ content is performing, compared to one another.

“For companies with content that is heavily click-focussed, this is a great tool to foster competition amongst writers, as well as to give real-time insights into content engagement across an entire editorial team,” said a spokeperson.

Via an extension, businesses can set monthly goals for their authors, in terms of the engagement of each author’s published content. For example, an online newspaper producing vast amounts of content can now track and compare articles across several journalists in real-time. They can then make decisions about the types of articles to promote, as well as future content to produce, based on actionable insights.

A Chrome extension gives authors the ability to perform real-time A/B testing of headlines, images and text. The addition of author tracking now allows teams to compare how their articles perform against each other.

The AI-powered feature monitors content by author and compares metrics including navigations, clicks – including ‘quality’ and ‘low quality’ clicks – average scroll depth, and navigation time.