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Viewing Resources By Subject - data and analytics


data and analytics

DIS2017 speaker presentation: Edoardo Jacucci, Bisnode How Bisnode´s offline data can help boost audience insights and profiling for superior ad performance
Innovation 2016 chapter: Small data How to use data to solve all your problems. Free download of the Small Data chapter from the FIPP Innovation in Magazine Media 2016-2017 World Report.
Chart of the week: How confusing is fake news and who is responsible? Made-up news has been a major talking point this year. The issue was highlighted during and after the U.S. presidential elections in November. According to a survey by Pew Research Center, most Americans suspect that so-called fake news aren’t just a nuisance but are having a real impact. About two-in-three adults (64 percent) say fabricated stories cause a great deal of confusion about the basic facts of current issues and events. And it seems the responsibility to counter such fake news lies more-or-less evenly distributed between the general public, the government and the social media platforms who are used to spread the fake stories, according to those surveyed. http://www.journalism.org/2016/12/15/many-americans-believe-fake-news-is-sowing-confusion/
Chart of the week: What audiences think about native ads Native advertising is here to stay. It has become a crucial part of many publishers’ business models. Native ads can best be described as sponsored articles or videos that resemble traditional editorial work but indeed are paid for content. However, some fear audiences could be misled into thinking they were actually consuming independent journalism, not realising that somebody has a vested business interest in what they’re consuming. In a time and age when sound business models for financing online publishing are scarce, native ads are a shimmer of hope - and already account for a big chunk of digital ad revenue. U.S. technology company Contently, in conjunction with the Tow-Knight Center for Entrepreneurial Journalism and Radius Global Market Research, asked audiences what they thought could help foster trust and make native advertising acceptable. https://contently.com/strategist/2016/12/08/native-advertising-study/
Chart of the week: Creativity counts, but please be productive while you're at it Being creative is seen as the most important characteristic employers look for these days in an employee. Thinking outside the box is all that matters on the mission to perpetual renewal and innovation. However, research by Adobe underscores that while creativity is seen as an important feature at work, at the end of the day it is productivity that counts. Something you can evaluate in numbers.
Chart of the week: Brands need to cool it with the emojis Being perceived as young and dynamic probably still is one of the most sought after brand images. One of the ways in which brands and businesses seek to appear up to date is by using so-called emojis, either in advertising or in their general communications. However, according to research by YouGov, almost 60 percent of respondents between 18 and 34 years of age, also referred to as millennials, would advise businesses to tone down the use of emojis. Especially the young have precision radars that start going off, whenever somebody is trying to fake it by sucking up to their informal ways of communicating. Then again, in the age bracket from 50 to 65 years even slightly more people feel the same way. Here it could be the cases, that they just think it’s silly using those funny faces and icons. The take-away lesson probably amounts to this: communicate in a way that corresponds with your overall brand image and don’t try to appear fresh by using smiley faces.
Chart of the week: Search and social squeeze publishers out of referral game Chart of the week: Search and social squeeze publishers out of referral game According to data dug out by Australian communications consultancy firm Activate, publishers have been squeezed out of the referral game. This means, for example, that traffic to news websites doesn’t come from other news websites, but through non-news channels like search engines and social media. While two years ago news sites still accounted for nine per cent of referral traffic, this share has virtually vanished into nothingness this year. For publishers this doesn’t necessarily need to be a bad thing, as long as there’s enough incoming traffic from elsewhere. Being the final digital destination arguably is more important than being the trafficker. An all-inclusive online marketing strategy would have to consider social media and search engines foremost, and also look at aggregating sites.
Chart of the week: Content is king when it comes to SEO One popular attitude towards online marketing could be summed up like this: “Shift the right levers and anything will sell”. Well, of course it’s not that simple. One good example is SEO marketing. You can speed up loading times, have a responsive layout, tag your content properly, have the right links, push things on social media and so forth, but if you your content is irrelevant your machinations will be of no avail. Of the marketing influencers asked for a study by Ascend2 to name the most effective SEO tactic, most agreed that content is king (57 percent). If you then add the right key words and phrases to that content (49 percent) then the sky is the limit. http://ascend2.com/home/wp-content/uploads/Ascend2-SEO-Strategy-Survey-Summary-Report-161108.pdf
Chart of the week: The world's biggest publishing markets The USA and China were the top publishing markets measured by revenue for the third consecutive year. These two publishing powers are followed by the three major European economies Germany, the United Kingdom and France. According to the International Publishers Association, America recorded a healthy bounce back from 2014 to 2015, with an increase of €2bn to €24.9 (US$ 27.8bn). The US market has therefore been able to reverse its fortunes, as it had shrunk from 2013 to 2014. In China however, the industry recorded a slight decline, from €10.6bn to €10.5bn.
Chart of the week: Digital single-copy sales and subs doing well Magazine circulation continues to shift from print to digital. In the news magazine segment single-copy sales are doing rather well. The numbers for digital subscriptions are showing slight growth. However, Pew Research Center doesn’t see cause for outright celebration yet, as the “true strength of that growth is hard to gauge as much of it is tied to new accounting rules as well as greater use of platforms that bundle access to multiple magazines.” This in turn may be more of a financial benefit to readers than publishers. Nevertheless, this is still good news of sorts in times when sales and subs of printed copies are stagnant or in decline. http://www.journalism.org/2016/06/15/news-magazines-fact-sheet/
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