Paper-data and the lessons of online analytics

Analytic data is a central to the online world. Imagine what impact it could make on printed news and information….

Business Analytics Forum: Expo Grand Opening Reception

[Flickr credit: Scott's Camera]

As you’ll see from browsing this site, much of Interactive Newsprint’s product development and testing is concentrated on the community-inspired ‘interface’. We’re asking: what type of paper design and editorial content would the communities from across Preston like to see, and find useful, entertaining or even essential?

However, there’s another element of the project that isn’t quite so visible. Interpreting analytic data, identifying editorial trends and audience preferences is now a key element of the online journalist’s role. This spans not just taking note of hits, unique users or dwell time, but spotting trends, revising content in response to audience preferences and using data to shape the publisher’s editorial offering.

This form of information is also a key factor for revenue generation; allowing publishers to work to offer advertisers accurate information on how many eye-balls see their ads, and how many users engage with them. Some online publishers track user-data; measuring how people navigate to and from the site, what sparks their interest and what leaves them flat.

Analytic data is a central to the online world. Imagine what impact it could make on printed news and information….

Publishers could track which stories in a newspapers are being read, what ads are generating interest and monitor if people move from the printed text to an online world through QR codes and other tools. This could be a truly revolutionary development for the print industry.

Over the next three months, Interactive Newsprint will be researching how online publishers use data and what value could be transferred to a print environment thanks to the ability to include printed matter in the ‘internet of things’.

We’ll post more information on our research over the coming months…

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24th, February 2012 by Categories - Uncategorized
Novalia University of Surrey University of Central Lancashire University of Dundee Digital Economy 3MF