Analytics 101: Understanding Digital Metrics

Course Overview

Title:
Analytics 101: Understanding Digital Metrics
Type:
Self-Directed Course
Cost:
$29.95
Time Estimate:
In a self-directed course, you can start and stop whenever you like, progressing entirely at your own pace and going back as many times as you want to review the material.

Poynter Prepared members pay just $24 for this course. Save 20 percent on this course and all Poynter training by becoming a Poynter Prepared Member. Learn more and become a member today.

About Self-Directed Courses

In a self-directed course, you can start and stop whenever you like, progressing entirely at your own pace and going back as many times as you want to review the material.

With digital publishing — and social media use — comes "big data." Knowing how to access, interpret and use that data is critical.

This course is for anyone who is interested in being more effective on social media, in e-blasts or in Web publishing or who wants to understand conversations about analytics and how to interpret them.This course could be especially useful for copy editors in analyzing successful headlines and display type and using that knowledge to draw readers to content.

You'll need a basic understanding of grammar and good writing; an understanding of the value of good headline writing and summaries in capturing readers would also be valuable.

In this course, you'll hone your ability to objectively analyze and interpret data. You'll be asked to suspend what may be some long-held beliefs about content consumption, left over from legacy media.

We'll discuss common pitfalls, such as assuming direct causal effect when interpreting analytics, making assumptions that are not supported by the data or thinking analytics is a short-term game. You'll begin to understand how readers really consume content — and how different programs measure consumption.

What Will I Learn:
  • Analytics basics for Google, Chartbeat, Facebook and Twitter
  • How to interpret those analytics
  • How to apply them to your daily job
  • Where to go to continue learning as programs change
Who should take this course:

Print, online and broadcast journalists (including reporters, producers, editors, copy editors, designers, photojournalists, bloggers and social media users) working on varied beats, journalism students, educators, and general public. Anyone who is interested in being more effective on social media, in eblasts or in web publishing or wants to understand conversations about analytics and how to interpret them.

Course Instructors:

Teresa Schmedding

Teresa Schmedding is the managing editor for Rotary International and former director of digital operations for the Daily Herald Media Group, which has won numerous headline contest awards. She is the president of the American Copy Editors Society. She organized the national Plagiarism Summit in 2013 and the Leadership Summit of journalism organizations in 2014.

John Schlander

John Schlander is managing editor at thepennyhoarder.com, recently named by Inc. Magazine as the 32nd fast-growing company in the nation. He started there in August 2016 after 32 years at the Tampa Bay Times, where he was digital general manager. He is also adjunct faculty at the Poynter Institute.

He is the instructor for two online seminars: Using Analytics to Drive Your Mission and Web Headlines and SEO Essentials.

Travis Siebrass

Travis Siebrass is the digital news editor of Daily Herald Media Group. Siebrass joined the Daily Herald in 2004 as a copy editor. In December 2005, he was promoted to Metro News Editor - DuPage County. In July 2011, he was promoted to Assistant News Editor. In 2013, Siebrass was promoted to Assistant News Editor/Digital and named Digital Editor/Online Content in January 2015.

Siebrass earned a bachelor's degree in journalism from the University of Nebraska - Lincoln in 2004.

Details

Steve Buttry

Steve Buttry was director of student media at the Manship School of Mass Communication at Louisiana State University. Before coming to LSU, he was digital transformation editor for Digital First Media, which he joined in 2011, when it was the Journal Register Co. He has held reporting and leadership jobs for TBD.com, The Gazette in Cedar Rapids, Iowa; Omaha World-Herald; Des Moines Register; Minot Daily News; Kansas City Star and Times; and Shenandoah (Iowa) Evening Sentinel.

Vidisha Priyanka

Vidisha Priyanka is currently working with Poynter NewsU as an Interactive Learning Manager. Her work entails helping to create courses and other training, as well as teaching in Poynter in-person seminars.

Vidisha worked as planning editor for digital video at TBO.com, media partner of The Tampa Tribune and WFLA-TV. She also worked as an Audience Editor and News and Special Projects producer for almost 10 years and helped focus resources on serving news audience. Vidisha has a master's degree in journalism from the University of South Florida and teaches as an adjunct professor at USF.

Training Partner:

American Copy Editors Society (ACES)

The American Copy Editors Society (ACES) is a nonprofit education and membership organization working toward the advancement of copy editors. Its aim is to provide solutions to editing problems, training and a place to discuss common issues.

ACES is an international members’ alliance of editors working at newspapers, magazines, websites, traditional media outlets and Fortune 500 companies, as well as freelance editors, students and professors. It is an organization built on the advocacy of editing as a craft vital to clear writing and reader advocacy.