Strategic use of content performance data – from basics to data-informed decision-making in newsroom

In this course, you will have the opportunity to master the basics on which the analytical tools intended for digital media are based.

Aleksandra Radivojević

Each of the chapters contains the main part of the lesson in video or text form, examples from practice, as well as practical exercises that should serve to check the acquired knowledge.

During the enrolment, please enter your full name as that will be the information written on your certificate.

Free course

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  • Module 1 – Different approaches to the use of data
  • Module 2 – Types of data analysis platforms
  • Module 3 – Basics of data analysis
  • Module 4 – Democratization of data in the newsroom
  • Module 5 – Making strategic decisions with the help of data

In this course you will learn:

In this course, you will have the opportunity to master the basics on which the analytical tools intended for digital media are based. The course should train you to analyse the performance of online media content and offer concrete examples of how content performance is analysed across the online media industry.

In addition to the basics of analytics, you will also learn about creating insights from data and making decisions based on data on site visits. You will also gain basic knowledge of how you can use the data provided by social networks to make editorial decisions.

What you will learn about:

  • Module 1: Different approaches to the use of data in online media newsrooms
  • Module 2: Types of data analysis platforms in newsrooms and the metrics on which they are based
  • Module 3: Basics of data analysis: actionable insights and metrics on social media
  • Module 4: Democratization of data in the newsroom
  • Module 5: Making strategic decisions with the help of data, creating insights on the basis of which decisions can be made and introduction to various analytical platforms

During the course you will have the opportunity to listen to a lot of people from the media and their experiences in working with data. Also, during the course, representatives of software companies that deal with the development of analytical solutions for the media will speak. Among the guests are former editors of the BBC, as well as current media editors from the Balkans – Danas, Radio-Television of Serbia, SportKlub, etc.

You will need about eight hours to complete this course, but the exact time will depend on the time you need to complete the practical tasks.

This online course has been produced within the ‘Media for All’ project, that is funded by the Foreign, Commonwealth & Development Office (FCDO) and delivered by a consortium of organizations led by the British Council, in partnership with Balkan Investigative Reporting Network (BIRN), INTRAC and Thomson Foundation (TF).

The project aim is to develop and strengthen the editorial independence and business operation of the media outlets across six countries in the Western Balkans (Albania, Bosnia and Herzegovina, Kosovo, Montenegro, North Macedonia and Serbia) by providing grants and technical assistance to a range of media outlets.

Teachers in this course:

Andrija Vučković

Teacher of innumerable wisdoms

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Aleksandra Radivojević

Senior Operations Manager

Aleksandra Radivojević is a digital media expert working on the crossroad where technology and journalism meet. She has more than 7 years of experience in working with media, advertising, consulting publishers, and educating newsrooms in the field of data analytics. Aleksandra started her career as a Marketing Manager at satirical news portal, she worked as a social media manager for a large publishing group, and currently, she is working as a Senior Operations Manager for data analytics service provider – smartocto. At smartocto, she is leading a team of consultants, dedicated to helping and supporting small and local media outlets in their growth to sustainable business.

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