Analytics for journalists: Measuring success with metrics

This one-day course is designed to develop your understanding of using analytics to develop ideas and stories. Analytics are one of the most powerful tools journalists have to understand the effectiveness of their reporting, to build audiences and manage their time and effort. However, analytics are too often used in the crudest ways to merely measure success. This one-day course is designed to give writers and editors confidence in handling and using analytics in their day-to-day work. It will demonstrate how to use metrics to test ideas and stories, and improve your approach to content based on real data gathered from your website.

The course will cover:

  • Web Metrics
  • Core concepts of analytics.
  • Why hits are a far too crude measure.
  • Understanding the key metrics that matter for your business model.
  • Learning about reader journeys across your site.
  • Understanding the right questions to ask from your metrics.
  • Test and learn cycles.
  • Common mistakes – and how to avoid them.
  • The limits of metrics in decision-making.
  • Social Media Metrics
  • Social media analytics – proving the return of social.
  • How to track inbound traffic from Twitter, Facebook and other social platforms.
  • Analysing time patterns and effectiveness.
  • Creating a social media plan based on metrics.

You will need to bring:

  • A laptop

Tutor(s): Adam Tinworth

Starts: 10:00 18 June 2018

Finishes: 17:00 18 June 2018 

Location: The Bridge, 81 Southwark Bridge Road, London SE1 0NQ

Price: £275 (inc. VAT)