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Audience data (Page 3)

Why Viacom says what you know about audience engagement is wrong: Consumers believe their ability to pay attention is either improving or remaining constant

The conventional thought in marketing today is that consumers’ attention spans are getting shorter and shorter thanks to social media and smartphones, but a new survey from Viacom says that may not be true. The survey by Scratch, Viacom’s creative consultancy division, found 75 percent of consumers believe their ability to pay attention is either […]

Facebook will soon use data from its ‘Like’ and ‘Share’ buttons to target ads

Facebook has tracked user behavior through its “Like” and “Share” buttons throughout the Internet for years, but it will soon use that data to target advertisements to users. Starting next month, the buttons will start funneling data into Facebook’s ad targeting systems, and users do not need to click on the buttons for data to […]

Why Verizon won’t share its consumer data with advertisers anymore

Garett Sloane reports that Verizon has been telling advertisers that they will no longer have access to its interest- and location-based data about its users. With that data, Verizon can track users’ locations, family demographics, online habits, favorite apps, and other information. Sloane writes that by cutting off advertiser access to its data, Verizon is […]

Publishers may soon be able to determine when smartphone users are bored and push content to them

Researchers from Telefónica Research in Spain have developed a machine-learning model that can recognize when a user is bored and then push content to those users. In their testing, the researchers found “participants were significantly more likely to open and engage with suggested content on their mobile phones when our algorithms predicted them to be […]

Google’s head of creative on why data mined solely from social media is ‘garbage’

Google’s head of creative in New York Rudi Anggono says that “declared data,” or the things you do publicly, mined from social media is meaningless. The things we do publicly on social media are easily influenced by other factors and missing the context behind our decisions, Anggono writes. For better social media data, Anggono says […]

How Trinity Mirror is using its branded content studio to learn more about its readers

To better inform the creative strategy for its branded content studio Invention, Trinity Mirror conducted a research project called Modal Britain to establish what set Trinity Mirror’s readership apart. The project identified three characteristics unique to its readers: “their beliefs (a premium on social justice), betterment (their own personal achievable goals) and belonging (their sense […]

Amazon Studios chief explains why data isn’t everything

Roy Price, chief of Amazon Studios, says that while data is helpful, it’s also easy to misuse or overuse data. The data might tell you that Breaking Bad and Downton Abbey were both incredibly popular, but Price says that doesn’t mean that the two shows should be combined. Price says: “It’s definitely possible to over […]

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