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Do you really know how your news website and digital media are performing? Are you confident you look at the right data, know how to interpret it for meaningful insights, and then make the right decisions to optimize readership and revenue?

Many news organizations use Adobe SiteCatalyst, Google Analytics or some other Web analytics package to measure their website activity. If they limit that effort to simple measurement, they are missing out on potentially thousands of dollars every month.

At the Journalytics Summit, we found out how small changes to your digital initiatives can reap huge rewards. We heard from experienced digital experts who know how to turn numbers, data and analytics into more engaged readers, and leverage that for revenue for your organization, advertisers and sponsors.

Joe Alicata

Joe AlicataJoe Alicata is principal product owner of Chartbeat Publishing, the leading data toolset for editorial and ad sales teams of top global media sites. His job is to build products and features that highlight what’s happening within editors' workflows, so they can act when it matters. Alicata comes to Chartbeat from several years as ESPN’s senior director of product development where he created desktop/mobile apps and video platforms that vastly expanded the scope of ESPN’s digital presence. Outside the newsroom, Alicata is a mentor for TechStars NYC, which helps early-stage startup companies achieve accelerated goals over the course of 12 weeks. When not staring at a laptop screen, Alicata hides out in the quiet Northwest corner of Connecticut, running, boating and fishing.

About Chartbeat

Chartbeat is the leader in real-time data, working with 80 percent of the top publishers in the US and in more than 35 countries across the globe to show these companies what matters so they can act when it matters. Through industry-first audience engagement and traffic insights across Web, social, video, and mobile channels, front-line editorial and ad sales teams always know exactly what content is succeeding in reaching, engaging and affecting the right people.

Paul Bolls

Paul BollsPaul Bolls' research agenda is focused on cognitive/emotional processing of media. He is interested in discovering how content and production features of media can be combined to create effective public health campaign messages.

Bolls is a co-director of the Psychological Research on Information and Media Effects (PRIME) Lab. The PRIME Lab is an experimental research lab dedicated to the study of cognitive and emotional processing of media. Doctoral students use the lab facilities for their dissertations and other research.

Prior to joining the Missouri School of Journalism, Bolls taught and directed the Laboratory for the Study of Communication, Emotion and Cognition at Washington State University in Pullman. His work has been published in Communication Research, Journal of Broadcasting and Electronic Media, Journal of Marketing Communications and Media Psychology.

Matt Booher

Matt BooherMatt Booher brings more than 12 years of experience managing Web analytics implementations and digital marketing measurement strategies. As part of Empower MediaMarketing’s decision sciences team, Booher helps clients evaluate and optimize their marketing and analytics investments. Booher’s previous client work includes engagements with respected companies such as P&G, ConAgra Foods, Fifth-Third Bank, Luxottica, and Samsung.

Booher’s journalism background includes stints at FOXSports, HighWired Sports, and DMG Information’s educational publisher Hobsons. At Hobsons Booher served as director of product development where he leveraged analytics to optimize advertising approaches and publication strategies.

Booher founded the Cincinnati group of Web Analytics Wednesday and has served as a panelist for Online Media, Marketing and Advertising and American Marketing Association conferences. He graduated from Miami University of Ohio with a degree in journalism with a focus in interactive media studies and currently teaches a course in Web and social media analytics as part of the Armstrong School for Interactive Media Studies at the university.

Adam Felder

Adam FelderAdam Felder is associate director of digital analytics for Atlantic Media, where he oversees analysis and reporting duties for eight separate sites. A relative newcomer to Web analytics, his background is in political statistics. He also dabbles in baseball sabermetrics. Prior to Atlantic Media, he managed software development and served as a statistics consultant for several companies in the Washington D.C. area. He holds an M.A. in government from the University of Virginia.

Michael Halbrook

Michael HalbrookMichael Halbrook manages business consultants in Adobe Consulting, where he helps lead the team's analytics practice as well as thinking and innovation around customer analytics. He is based in St. Louis, where he started his career in radio & media, then started a dotcom, spent time managing at a media production facility, and then led programs for AT&T and Anheuser Busch at ad agency Rodgers Townsend. Through the years, his career has focused on encouraging, creating and measuring digital experiences. As a senior consultant at Adobe, Halbrook helped create some of the most innovative and successful new applications of Adobe Analytics, including work with Redbox, Best Buy, Target, Dollar Thrifty Automotive, Staples, Scottrade and Walt Disney Parks & Resorts Online. He tweets as @Halbrook.

Joy Mayer

Joy MayerJoy Mayer is an associate professor at the Missouri School of Journalism. Her work focuses on community engagement in journalism, and how news and information can be more of a conversation and less of a lecture. She had a 2010-2011 fellowship at the Reynolds Journalism Institute, where she did a survey of 500 newspaper editors’ views on engagement, held a seminar on measuring the success of engagement efforts, and published a newsroom discussion guide for community engagement.

Joy is a faculty editor at the Columbia Missourian, where she is the director of community outreach. She teaches classes in participatory journalism, multimedia design and print design.

Andrew Montalenti

Andrew MontalentiAndrew Montalenti is a technologist with nearly a decade of experience in software engineering. He earned a bachelor's degree in computer science (with honors and departmental distinction) from NYU. After graduating, he acted as a technical lead on a small software team within Morgan Stanley. Prior to, he built large-scale Web applications and systems through Aleph Point, Inc., the software engineering consultancy he owned and operated. In 2009, he co-founded and for the last several years has led its product development efforts, for both the platform APIs and flagship analytics product, Dash. A dedicated Pythonista, JavaScript hacker, and open source advocate, Montalenti is also a published technical author and editor.

About is the only content analytics and optimization company that helps today’s publishers stay relevant.’s flagship product, Dash, is an elegant, powerful and remarkably simple dashboard that enables publishers, editors, and marketers to gain real insight into what content is resonating across a given web property or network of sites. This subscription-based product delivers real-time reports, enabling customers to effectively optimize based on the level of engagement of a particular post, author, section, topic, or traffic source.’s API lets technical staff easily implement and deploy dynamic site features. was founded in 2009 by Sachin Kamdar and Andrew Montalenti. The company HQ is in New York City.

Dennis R. Mortensen

Dennis R. MortensenDennis Mortensen is CEO and founder of Visual Revenue, Inc., whose real-time editorial support platform enhances the hand of editors for more than 250 global online media properties. He is a pioneer and expert in Web analytics, the author of "Data Driven Insights" from Wiley, and a frequent speaker on the subject of analytics and online media. Prior to Visual Revenue, Mortensen was COO of IndexTools when it was acquired by Yahoo! Inc. and he became their director of data insights. In March 2013, Visual Revenue was acquired by Outbrain, Inc., the Internet's leading content discovery platform, representing Mortensen's third successful entrepreneurial exit. The combined company offers online media companies an end-to-end solution for optimizing all of their content across any channel, screen size and device. A native of Denmark, Mortensen currently calls New York City his home.

About Outbrain (Visual Revenue)

Since 2006, Outbrain has been committed to helping people discover the greatest content on the web. As fans of great journalism, we strongly believe in the important role the editor plays in the newsroom and we have worked hard to provide editorial tools and insights to help them do their jobs better. We continue to look for ways to help empower editorial decisions with actionable insights using data and analytics. In March 2013, Outbrain acquired Visual Revenue, and with it, we are combining the largest platform in the content discovery space with the leading platform for editorial decision support. We offer publishers an unparalleled end-to-end solution for optimizing all of their content pages across any channel, screen size and device, with both automated and editorially-controlled solutions.

Rhonda Prast

Rhonda PrastRhonda Prast is the assistant managing editor/digital at the Kansas City Star, overseeing content on the Star's website and mobile platforms. Previously, she was part of the magazine faculty at the Missouri School of Journalism focusing on iPad app and Web content creation. Prior to that, Prast worked for the Minneapolis Star Tribune as Web projects editor and features editor and also ran the features and news design desks. She worked in visual leadership roles at the Seattle Times, Miami Herald and the Hartford Courant. Her work has been recognized by the Society of Professional Journalists, Society of News Design and Pictures of the Year. She has been a faculty member of the Missouri Photo Workshop four times and is a Missouri School of Journalism graduate.

Amy Sample

Amy SampleAmy Sample has been analyzing digital consumer behavior for more than 15 years. As senior director of digital analytics at PBS, she manages digital analytics and research initiatives for,, and PBS mobile apps. Prior to PBS, she conducted primary research and audience analysis at AOL for eight years. She is a member of the Digital Advertising Alliance's Media Special Interest Group. Amy holds an M.B.A. from Georgetown University.

Mike Sukmanowsky

Mike SukmanowskyMike Sukmanowsky joins with five years of experience in media, most recently as manager of digital analytics at The Globe and Mail in Toronto. He earned a bachelor's degree in computer science with a business administration option (with honors) from Wilfrid Laurier University in Waterloo, Ontario, Canada. After graduating, Sukmanowsky quickly developed an insatiable interest in statistics, analytics and optimization. This passion fueled him to pursue management roles in digital analytics at two of Canada's prominent media companies: Rogers Digital Media and The Globe and Mail. While at these companies, Sukmanowsky had a front row seat to the challenges (or as he likes to say, "opportunities") facing multimedia companies like Rogers as well as traditional publishers like The Globe and Mail. His knowledge and experience delivering insights, working with a multitude of measurement technologies and building his own reporting and analysis products ensures's roadmap keeps the needs of publishers front and center.

Edson Tandoc

Edson TandocEdson C. Tandoc Jr. is a Filipino Fulbright Scholar and a PhD candidate at the Missouri School of Journalism. His research generally focuses on the sociology of message construction. He has published studies on the construction of news and social media messages. His current project investigates how journalists incorporate web metrics in their news work. For his dissertation, he spent almost a month observing and interviewing editors at three different online newsrooms. He is also in the process of conducting a survey of online journalists in the U.S. on their use of Web analytics and social media. Before his doctoral studies, he worked for six years as a national reporter for the Philippine Daily Inquirer, the largest English daily in the Philippines (circ. 260,000).

Robyn Tomlin

Robyn TomlinRobyn Tomlin is the editor of Digital First Media's Project Thunderdome. She joined the company in July 2012 to oversee the creation of the New York City-based news operation responsible for producing non-local content across the company's network of more than 800 multi-platform products. Before joining Digital First Media, Tomlin served in a variety of leadership roles in newsrooms across the Southeast, including more than a decade as the top editor at three daily newspapers. In 2010, Tomlin was named director of editorial innovation for The New York Times Regional Media Group where she led audience growth and digital innovation efforts for 16 newsrooms in six states. A graduate of the University of North Carolina at Chapel Hill's School of Journalism and Mass Communication, Robyn started her career as a reporter at the North Hills News Record in suburban Pittsburgh and later worked as a reporter and metro editor at the Asheville (N.C.) Citizen-Times before becoming managing editor and later executive editor of the TimesDaily in Florence, Alabama. She has also served as executive editor of the Ocala (Fla.) Star-Banner and the StarNews of Wilmington, N.C.

Smith Forum 200, Reynolds Journalism Institute 

8:30 a.m. CDT   Registration opens
Be sure to check in and grab your name tag. Coffee and light breakfast options will be provided in Lambert Room 200A.

9 a.m. CDT   Welcome
Randy Picht, Reynolds Journalism Institute executive director

9:10 a.m. CDT   "Getting Publishers to Think Like Marketers"
Matt Booher, Empower MediaMarketing

9:40 a.m. CDT  "Data Informed Publishing"
Michael Halbrook, Adobe

10:10 a.m. CDT  "The Big Debate: Quality vs. Quantity"
Robyn Tomlin, Digital First Media

10:40 a.m. CDT  Break

10:50 a.m. CDT  "Measuring and Increasing User Engagement at PBS"
Amy Sample, PBS

11:20 a.m. CDT  Q&A session with all morning speakers

Palmer Room 100A, Reynolds Journalism Institute

Noon Lunch, provided

Smith Forum 200, Reynolds Journalism Institute 

1:30 p.m. CDT   Latest analytics research findings
Edson Tandoc, Missouri School of Journalism Ph.D. candidate
Edson will discuss how newsrooms are adopting web analytics, based on a survey of 114 news editors in the US.

Paul Bolls, Missouri School of Journalism 
Psychological Research on Information and Media Effects (PRIME) LabPaul will demonstrate how Biometric Communication Science, a tool for understanding online user experience, can be combined with web analytics to produce websites that are optimized for user experience.

2:30 p.m. CDT   Outbrain (Visual Revenue) case study
Learn about Outbrain (Visual Revenue) from General Manager Dennis R. Mortensen, and hear from their client Rhonda Prast, The Kansas City Star.

3:15 p.m. Break

3:30 p.m. CDT   Chartbeat case study
Learn about Chartbeat from Principal Product Owner Joe Alicata, and hear from their client Joy Mayer, The Columbia Missourian.

4:15 p.m. CDT case study
Learn about from Co-founder/Chief Technology Officer Andrew Montalenti and Product Leader Mike Sukmanowsky, and hear from their client Adam Felder, Atlantic Media.

5:30 p.m. CDT   Closing reception at the Tiger Hotel
Come by the Black and Gold Room (second floor) at the Tiger Hotel for drinks and appetizers. The presenters will be around to answer any more questions you may have!


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