Publishing Analytics and Consumer Insights

Success for every publisher depends on the ability to understand, build meaningful relationships, and continuously connect with their audiences. Publishers make significant investments in tools that record the content discovery and consumption habits of those audiences, and digital analysts synthesize this information to drive business decisions across editorial, product, and audience development teams. This lab-based workshop will provide a practical overview of the digital analytics process. Students will learn how to capture data in key web analytics tools, translate that data into audience insights, and make effective, data-driven recommendations to improve content creation, distribution strategy, and user experience. Students will have access to live publisher data and will learn to use industry-leading analytics tools including Google Analytics, Google Trends, Talkwalker, Tableau, Moz, Facebook Pixel, and Alexa.