Media Metrics and Analytics Lecture 1 2 What

Media Metrics and Analytics Lecture 1 -2 What We Measure

Measure Items that Can Produce Quantifiable Benefit • An indication of how many people watch or read something so that we can sell audience • An indication of user behavior so that we can fine-tune the process • An indication of whether users like what they are consuming, and if so, how we can give them more of what they want

Examples of Using Metrics and Analytics to Sell Audience • Broadcast ratings • Newspaper circulation and reach • Page views • Click throughs

Examples of Using Metrics and Analytics to Fine-Tune Process • Bounce rate – how many people land don’t stay • How many people “convert” • Where people come from and go when they leave

Examples of Using Metrics and Analytics to Give People More of What they Want • Previous example of television shows designed with audience tune-out in mind • Q Research • Monitoring hits on blog posts • Likes and dislikes on social media • Chartbeat

How We Measure • Sampling – Diaries and Rating Devices • Content analysis – as simple as counting likes, dislikes and re-posts • Internal record-keeping, audited (ABC, for example) • Direct metrics generated by software programs

Introduction to the Vocabulary of the Broad Concepts of Metrics and Analytics • KPI – Key Performance Indicator • Reach • Frequency • Impressions • Demographics • Engagement

More Basic Conceptual Vocabulary • Rating • Share • CPM

What’s Ahead • Definition of specific key terms • Examples of how those terms are derived • When appropriate, advantages and disadvantages of various measures • Later in the course, explanation of how different packages harvest the information defined by the key terms