4 March 2016 By Federica Cherubini
The use of data and analytics to track audience behavior is becoming increasingly more central in newsrooms around the world. A data-informed approach, once associated with brands like BuzzFeed or Gawker, is now making inroads in organizations like the Guardian, Die Welt or the BBC. But significant gaps remain in how different newsrooms use analytics for editorial purposes.
A new study by the Reuters Institute for the Study of Journalism analyzes how a range of different newsrooms across Europe and North America are developing their use of analytics – systematic analysis of quantitative data on audience behavior – as part of the battle for attention.
The first and most evident sign of the rise of analytics in newsrooms around the world is the spread of tools to track audiences. Many newsrooms employ some sort of off-the-shelf tools and gather real-time traffic insights, which they often use in an ad-hoc manner to help increase day-to-day traffic and reach.
In many cases though, this generic approach – focused on short-term optimization goals - pretty much summarizes the organization’s analytics strategy.