Analytics refers to the process of deciphering the audience of posts and what and what does not appeal to them. An example of analytics in practise is finding out how many readers and using phones compared to desktop computers, the information gathered can be used to adjust the formatting of posts so they are effective to the readers need. If more readers are using their phones then the length of posts may be adjusted to fit the needs and reach its potential views.
By determining what the audience are interested in the amount of readers can eventually increase, leading to more clicks and more money from advertisement.
A major factor in analytics is the case for speed versus accuracy; trying to get stories out as soon as possible whilst still maintaining a high level of accuracy. A news team can see what posts are being seen most across an array of platforms and will from there know what stories are the most successful.