Digiday reporting:
Smart news organizations will move from a “tracking” mentality that
simply lists what audiences are doing to focus on what any such insight
could mean for both journalism and the business of journalism. Newsrooms
need to embrace the kind of number-crunching more common to marketers.
That means a focus on conversion: how to turn browsers and readers
into loyal customers, and using data to uncover tactics that help
surface better news recommendations. It means embracing real-time
analytics, sometimes starting off with expensive third-party analytics
providers but, increasingly, through homegrown tools, which are vital
for newsroom decision-makers to try and constantly fine-tune digital
offerings.
The challenge in most established newsrooms remains the ability — and
willingness — of journalists and editors to pay attention to data and
to actually want to act on it without reflexively falling back on
age-old and often mistaken notions that actually responding to
reader-behavior is nothing but pandering. Talking about data in the
morning news meeting is a great start but quick actions have to follow
the rhetoric throughout the day.
I also worry about a growing movement to throw out or disdain
valuable metrics simply because a vocal minority believes they are
irrelevant.
http://digiday.com/publishers/data-save-journalism/
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