ebu masterclass beyond data
TRANSCRIPT
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DATA ANALYTICS NEED AUDIENCE RESEARCH
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#ebubigdata
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1987
Johan Grafström
1991
Michael Topelius
1992
Jasmine Haegeman
1997
Alberto Messina
1998
Alessio Rocchi
1999
Cordula Oeltze
2002
Gareth Ivory
20042006
Fransesca Cimino
2004
Martina Bukvajova
2006
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2014
Sabino Metta
2007
Paul Hek
2009
Riikka Latti
2010
Rebekka Mørken Valdmanis
2011
Julia Scolari
2013
Maike Olij
2012
Annett Kahl
Johan Grafström
20122013
Klara Vatn
20162014
Jasmine Haegeman
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TODAY
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09.30 Presentation: the complexity of numbers 10.00 Reflection 10.15 Presentation: news needs of the audience
10.45 Coffee
11.00 Presentation: (re-)define your objectives 11.15 Exercise 12.00 Case studies
13.00 Lunch
14.00 Presentation: the role of research 14.30 Exercise 15.15 Presentation: developing the formula
15.45 Exercise 17.45 Closing 18.00 Drinks
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COMPLEXITY OF NUMBERS
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Journalists should understand that their audiences’ high-minded desires don’t
always align with the choices they make - in part because those choices are
nudged by algorithms and popularityJames G. Webster
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1 2
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Feb 8 Feb 15 Feb 220
100
200
300
400
from February 1, 2016 - February 28, 2016
@nosop3
NOS op 3
across all Twitter and Facebook accounts
Incoming Messages 80,775
Sent Messages 459
New Twitter Followers 1,934
New Facebook Fans 2,743
82,236 INTERACTIONS
BY 69,825 UNIQUE USERS
71,890,415 POTENTIAL REACH
across all Twitter accounts
FOLLOWER DEMOGRAPHICS
59%MALE FOLLOWERS
41%FEMALE FOLLOWERS
18-2021-2425-3435-4445-5455-6465+
TWITTER STATS
1,934New Twitter Followers in this time period
4,800Link Clicks
1,316Mentions
1,461Retweets
DAILY INTERACTIONS @MENTIONS 1,316 RETWEETS 1,461 OUTBOUND TWEET CONTENT
10 Plain Text
169 Links to Pages
61 Photo Links
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€ 75, ex BTW
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489 messages 136 negative
73 original 63 retweet
50% is copycat
5% of Dutch tweet often 10% of Dutch tweet sometimes
85% of Dutch doesn't tweet
REPRESENTATIVE
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REFLECTION
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NEWS NEEDS OF THE AUDIENCE
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It’s not just about being digital-first, it’s about being
audience firstRenee Kaplan, Financial Times
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This was then
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This is now
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What does the audience need?
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Not people, but needs
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Time and place determine
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Selection is needed
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Talk with friends, family and colleagues
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Relevance
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Trustworthiness
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Habits and comfort
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Serve by selection
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Individual focus
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Tailor made
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Practical
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Control and personal choice
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Use, not possess
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Short, factual information
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Serve with service (ADAPAT)
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Think for yourself: what’s true?
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Critical towards classic institutions
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Search and compare multiple sources
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UGC is also a source
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Co creation and wisdom of the crowd
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Appreciation for / interest in the process
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Transparancy
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Serve by guiding
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An involved experience
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Storytelling
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New forms for old ideas
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Beautification
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Interaction for involvement
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Positive and constructive
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Experience together
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Looking for authenticity
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Serve by telling stories
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Individual needs and choices
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Maike Olij
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Maike Olij
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PEOPLE COME FIRST!
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(RE-)DEFINE YOUR OBJECTIVES
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What do you want to know?
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Ask the right questions
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Define the essence of your being
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Metrics should reflect what a company cares about
Buzzfeed
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Define what you NEED
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Series that 80% of people like are less valuable than
ones that 30% of people loveNetflix
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A cross-platform, global network for news and entertainment that
generates 6 billion views per month. BuzzFeed creates and distributes content for a global audience and utilizes proprietary technology to
continuously test, learn and optimize
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Wants to show the deeper structures and developments behind news. Our articles will help the audience obtain
new insights in how the world works. We want to redefine the definition of news: from that what obtains most attention
to that what brings most insights.
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Is a different kind of place to read and write on the internet. A place where the
measure of success isn’t views, but viewpoints. Where the quality of the idea matters, not the author’s qualifications.
A place where conversations pushes ideas forward and words still matter.
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EXERCISE
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Define possible objectives for a news organization or
news format - be as specific as possible (KPI’s)
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CASE STUDIES
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Naja: DR
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Nyt$højdepunkt$for$sociale$medier$
Kilde: TNS Gallup for DR Medieforskning
Der er næsten status quo på tværs af medier, men sociale, medier, net og print ligger en anelse over gennemsnittet 38 % af vælgerne har benyt-tet sociale medier inden for det seneste døgn, hvilket er det hidtil højeste niveau
74
40
3225
35
9
1
74
4033
27
38
11
10
20
40
60
80
100
Tv Radio Net Print S ociale;medier
Ingent ing Husker;ikke
%
I;hvilke;af ;følgende;medier ;har ;du;inden;for ;det ;s enes t e;døgn;s et ,;hør t ;eller ;læs t ;om;folket ings valget ?
Gennemsnit S enes t e;måling
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Stabil$9lfredshed$med$drs$dækning$
Kilde: TNS Gallup for DR Medieforskning
Tilfredsheden med DRs valg-dækning har været stabil de seneste målinger
6,96,6 6,6 6,4 6,5 6,4 6,2 6,3 6,4
0
1
2
3
4
5
6
7
8
9
10
I II III IV V VI VII VIII IX X
Hvad3s ynes 3du3generelt 3om3DRs 3dækning3af 3folket ingsvalget ?
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Drs$evne$9l$at$klæde$vælgerne$på$er$stabil$
Kilde: TNS Gallup for DR Medieforskning
4,7 4,5 4,6 4,6 4,6 4,6 4,4 4,5 4,5
5,8
4,9 5,1 5,34,8
5,3 5,4
4,65,2
0
1
2
3
4
5
6
7
8
9
10
I II III IV V VI VII VIII IX X
I/hvor /høj/grad/er /DRs /dækning/af /folket ingsvalget /med/t il/at /klæde/dig /på/t il/at /t ræf fe/en/bes lut ning/om,/hvad/du/vil/s t emme?
Alle Uafklarede/vælgere
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Fortsat$stabil$relevans$
Kilde: TNS Gallup for DR Medieforskning
Den oplevede relevans af DRs dækning har ligget lidt lavere i den sidste del af valgkampen Måling IX bekræfter denne tendens med et gennemsnit på 5,5 i lighed med måling VII
6,05,8 5,9 5,8 5,8 5,6 5,5 5,6 5,5
0
1
2
3
4
5
6
7
8
9
10
I II III IV V VI VII VIII IX X
I/hvor /høj/grad/oplever /du,/at /DRs /dækning/af /folket ingsvalget /er /r elevant /for /dig?
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Stabilt$styrkeforhold$mellem$dr$og$tv$2$
Kilde: TNS Gallup for DR Medieforskning
Både DR og TV 2 er nu tilbage på hhv. 4,8 og 5,0 præcis som måling VII Styrkeforholdet mellem DR og TV 2 har været forholdsvis stabilt valgkampen igennem Demokratiets aften på DR1 tirsdag aften indgår ikke i denne måling 5,8
5,0 5,1 5,1 4,9 5,14,8 5,0 4,8
5,75,2
5,6 5,4 5,3 5,2 5,0 5,2 5,0
0
1
2
3
4
5
6
7
8
9
10
I II III IV V VI VII VIII IX X
I/hvor /høj/grad/oplever /du,/at /følgende/medier s /dækning/af /folket ingsvalget /på/t v/er /r elevant / for /dig?
DR TV/2
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DR MEDIEFORSKNING
SAMFUNDET KNÆKKER
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DR MEDIEFORSKNING
FRAVÆLGER DR
Kilde: Epinion for DR Medieforskning
44%
29%
35% 34% 36%35%
48%44% 43% 42%
0%
10%
20%
30%
40%
50%
Når du tænker på både nyhedsudsendelser, debatprogrammer, valgmagasiner og andre programmer, hvilken tv-kanal havde da efter din mening den bedste
dækning af folketingsvalget?
DR TV 2-familien
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DR MEDIEFORSKNING
DEN NYE UDFORDRING
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DR MEDIEFORSKNING
2725
34
43
2928
36
44
29 28
35
40
2118
28
36
0
10
20
30
40
50
Erhvervsudd. Kort udd. Mellem udd. Højere udd.
Sha
re %
Seerprofil på magasinerne på DR1 i 2014
Horisont Madmagasinet Penge Bag Borgen
HØJ UDDANNELSE = HØJ SEERANDEL
Seerandelen stiger i takt med uddannelsesniveauet for alle fire magasiner Bag Borgen har dårligere fat blandt de lavt uddannede – også ift. Horisont
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DR MEDIEFORSKNING
36
24
27
22
40
28 27
22
37
26 27
23
30
2023
16
0
10
20
30
40
50
MF MI TF TI
Sha
re %
Seerprofil på magasinerne på DR1 i 2014
Horisont Madmagasinet Penge Bag Borgen
MAGASINERNE ER MEST FOR DE GRØNNE MF’ERE
Alle fire magasiner har den højeste seerandel blandt de grønne MF’ere
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DR MEDIEFORSKNING
22 22 22
11 11
21
33
27
20
26
18
21
18
3029
22 22 22
11 11
23
30 30
20
23
16
21
18
28
36
0
10
20
30
40
50
Sha
re %
Seerprofil på Bag Borgen
2013 2014
ENDNU MERE FOR DE HØJT UDDANNEDE
Bag Borgen vokser meget blandt de højt uddannede og de grønne MF’ere
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https://youtu.be/t1E4SfSZh-k
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Riikka: YLE
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Käyttäjätutkimus - Case Yleisradio
Tjjj
When unique browsers met real people - combining
quantitative & qualitative audience insight in service
design Riikka Lätti for EBU Masterclass on audiences, 21.3.2016
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What we aimed forWe wanted to learn more from our user (and non-user) segments:
How are our audiences
consuming online news?
How would the ideal news service look like for them?
Could we be able to build it for them?
How could we maintain an even closer relationship with
our audiences in service design – and make it as fuss-
free as possible?
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Who were involved
+1
Front-end developer, sports
Product owner, sports
Product owner, news
Analyst
Product owner, news app
Head of Audience Insight
Lead developer
Front-end developer, news
AD, news
Service designer, sports
AD, sportsAnthropologist trainee
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What we did in 2015
Flash interviews
News frontpage user segments &
personas
Live testing
Collaborative design/test days
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Flash interviews & iterative development process
Flash interviews
Presenting the results: comments on a print-out of the site
Making necessary changes to the layout
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Web analytics On-site surveyn=3861
Ethnography
Why are they using our site the way they
are?
All online audiences 3 segments 5 user personas
Who are “they”?How do they actually use our site?
Yle News frontpage users: the research process
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+++ Very important++ Important+ Somewhat important- - - Not at all important- - Not important- Somewhat unimportant No opinion
BUSY ORDINARY
PEOPLE
NEWS TRADITIO-NALISTS
NEWS JUNKIES
MOST READ NEWS + + + - -MOST RECENT NEWS + + + + + +LONG STORIES + + + + +LIGHT STORIES + + - - + +COMMENTS + + -VISUALS + + + - + +
3 user segments were a finding from our on-site survey
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Lena (48), consultant/family mum
Eetu (22), student, living alone
Seppo (59), engineer
Jenni (35), social worker, on maternity leave
Joonas (29), service manager, athlete
5 user personas were created to represent the user segments of the news frontpage
5 different usage patterns and user needs5 different lifestages and user contexts
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User personas
Life-size cardboard figures àpersonas are physically present and reminding who the news service is designed for
Based on the findings from the ethnography, each persona has a lifestory that tells about his/her news use preferences, media day and relationship to Yle.
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Collaborative design/test days4 hour-long, intensive test days with 2 people from the same audience segment.
How would the news frontpage look like if it was customized for those very specific users?
Different projective tasks, live sketching of the frontpage with printouts, evaluation of different layouts & fully customized news frontpage layout for the user
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Examples of frontpage layouts
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Main ingredients for success
1. Make sure the whole team is involved in the process!
2. Combine quantitative & qualitative know-how!
3. Make sure the results translate into concrete actions!
4. Always aim for lean service development & fast testing phase!
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Thank [email protected]
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Klara: NRK
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THE DESIGN PROCESS – IT’S ALL ABOUT (USER) INSIGHT
User or audience needs?
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INSIGHT = STATISTICS
No Connection...
INNOVATION COMES ”FROM ABOVE”
In Media Business:
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INSIGHT+
THE ABILITY TO OPERATIONALIZE THE INSIGHT
=INNOVATION
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GOAL
INSIGHT CONCEPT
Strategic position
REALIZATION
Continuous improvement
Innovation
(Insight)
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We need a better presentation of our
online videos...
Design Process to the resque:
Let’s start with some insight...
NRK TUBE?
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GOAL
INSIGHT CONCEPT
Strategic position
REALIZATION
Continuous improvement
Innovation
(Insight)
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STATISTICS
NEWS VIDEOS ONLINE
2,5% of our online videos get 50% of the total views
69% of the videos get so few views that they don’t
show up in the statistics, that is under 100-200
views
NRK.NO 2014
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WHY?
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QUALITATIVE ANALYSES
USER MODES CONTENT ANALYSES
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OPEN MODE
Whole DayEverywhere
MobileDesktop
Social MediaOnline news
Don’t know which type of content I am going to consume
Motivation: Update, I’m bored.., addicted
OVERVIEW CONSUME
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INTENTIONAL MODE
In the evening
At home
TV-TVStreaming
ProgramsFilm
I know which type of content I want to consume
Motivation: Relax, be entertained
OVERVIEW CONSUME
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OVERVIEW CONSUME OVERVIEW CONSUME
OPEN MODE INTENTIONAL MODE
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OPENMODE
Don’t know whichtype of content I am going to consume
INTENTIONAL MODE
I know which type ofcontent I want to
consume
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ONLINE VIDEO IS A STORY TOLD FOR
OPEN MODE
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ONLINE VIDEO ≠ TV
The storytelling is totally different!!
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Øyeblikket (Bomben)
Innsalg (Lunten)
(Reprise/Utdyping)
Reaksjon
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WHAT IF WE’D SKIPPED THE INSIGHT?
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?
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LUNCH
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THE ROLE OF RESEARCH
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Meet real people
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Better understanding of the WHY behind data
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Greater awareness of your presumptions
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We give knowledge about reach and appreciation of the NOS
& we deliver insights to make sure the NOS still exists in 5 or
10 years
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Actions
What I need & what I want
PSB
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CULTURE
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Good analytics is at least as much about organization and culture as it is about
tools and technologyReuters
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What one person can do
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If journalists do not engage, the development of data, metrics and
analytics will continue to be entirely shaped by advertising, commercial
and technological priorities, with little consideration of editorial priorities
Reuters
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REPORTING
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TO SUM UP….
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Ask the right questions Choose the right method
Tell your story
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EXERCISE
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Describe the most perfect research department ever
(resources: unlimited)
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DEVELOP THE FORMULA
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There is not one best way to do analytics, just as there is no one ‘god metric’ for journalism
Reuters
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∑≈-#new subscriptions -# members read >1
article/month -# members stay > 1 year
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∑≈-# new subscriptions -# content views/month -# hours spent/month -engagement
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∑≈-Level of engagement individual
stories: -# pagevies -time spent on an article -actions after reading (share,
comment, link, read something else)
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∑≈-Reach (specified per format &
audience demographic) -Brand image (# off
spontaneous associations with the brand NOS)
-Innovation (not specified)
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EXERCISE
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1) Discuss the context of your case: audience need, audience specifics,
format specifics & organizational objectives
2) Define: A. ONE main objective B. Targets for success
C. Ways to measure success
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KEY LESSONS
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1) It’s a mindset 2) Put audience first
3) puppymonkeybaby
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THANK YOU!