This week we explore how better use of analytics and user data could help newsrooms improve their coverage and connect with audiences.

PART 1: Thinking more like marketers

Most news organizations track things like page views and unique visitors. But more sophisticated data, along with better use of the numbers, could help newsrooms improve their journalism. We recap four key ways newsrooms could be smarter with their metrics.

Reporting by Laura Davison and Teddy Nykiel.

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For more information:

The two videos below offer a sort of hourlong quick course for anyone who wants to be smarter about using online audience data to strengthen their content. The recorded sessions took place as part of RJI's Journalytics Summit earlier this fall.

Getting publishers to think like marketers

In this presentation, Matt Booher of Empower MediaMarketing shows several examples of how consumer companies have succeeded in the content game by using their expertise in product marketing to craft editorial strategies that built an audience. He says the goal isn't necessarily to let readers or viewers set the editorial agenda or to insert brand messages at every turn, but instead to use detailed information about the audience to spot opportunities to engage them further, and also to build stronger revenue streams.

Data-informed publishing

Michael Halbrook of Adobe Consulting starts off with the image of a paperboy a hundred years ago selling single copies on the street. He then fast-forwards to today, saying news organizations still should use similar thinking to ensure the news coverage they produce gets to likely consumers at the right place and time. His vision is for a "data-informed" journalism that responds to user analytic data by providing even more sophisticated reporting and additional coverage that answers the questions people really have around a given news event.

To watch additional recorded sessions from RJI's Journalytics Summit event, click here.

Also, this list from RJI highlights some of the most important metrics journalists can consider when analyzing the effectiveness of their website or mobile app.

PART 2: Analytics tools

Real-time analytics tools like Chartbeat and enable users to know what is happening with a website at any given moment. We explore how the tools work and how newsrooms can make use of them.

Reporting by Teddy Nykiel.

[To skip directly to this segment in YouTube, click here.]

A few other analytics tools:

PART 3: Learning about mobile audiences

Understanding the unique behavior patterns on the mobile platform can help newsrooms decide how to best serve that audience, too. We hear how some news organizations are capturing and interpreting the data about mobile users.

Reporting by Teddy Nykiel and Laura Davison.

[To skip directly to this segment in YouTube, click here.]

Reuben Stern  
Director of NYC Partnerships


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