If you thought you could leave mathematics behind by moving into media, think again. Without being a data analyst, a solid understanding of your data can prove necessary. It will allow you to set objectives that support your growth and better understand the expectations of your community.
Identify your objectives
While some data can benefit your growth (Key Performance Indicators or KPI), they might actually turn out to be trivial ("vanity metrics"). Studying these indicators can facilitate this classification process, as with Whereby.us, which discovered that a strategy focused on newsletter open rates rather than acquiring new subscribers was far more relevant.
Mobilize your team
Metric, KPI… these terms can deter part of your editorial team. Yet, understanding this data by everyone is essential, the American Press Institute reminds us. From an editorial perspective, it can notably be a valuable source of information for your newsroom. It was by looking at its statistics that the Guardian noticed that users were sharing old articles they mistook for recent news, which led the outlet to specify the publication year of its articles on social media.
Consult and present your data
All this data requires tools capable of clearly presenting your progress to your entire team. The New York Times for example provides an overview of its organization and the tools used internally. The Reuters Institute also documents how other media use software like Parsel.y, NewsWhip or ComScore. There are also more accessible open-source alternatives.
