Laura Johnston of the Donald W. Reynolds Journalism Institute at the University of Missouri writes about how The Wall Street Journal is using data to improve the audience experience.
Johnston writes, “Newsrooms have the capacity to collect mounds of data about who visits their websites, what stories are being read, and by whom. But what are we doing with all that information?
“Tran told me the audience team is doing more ‘acting on the information’ instead of just collecting it.
“During that early morning meeting, an analytics editor might break stories down by what’s a top read for subscribers versus what’s most read by engaged time, she said.
“Engaging newsroom staff in conversations about digital audience and readership helps them understand why they should care about engagement and how to set strategies for improving the reach of their work, Tran said.
“One example might be that when a reporter writing about the apparel industry and teenage customers submits a story, the headline might instead focus on teen fashion instead of apparel.
“‘Editors come to us to ask for help brainstorming ideas,’ she said.”
Read more here.