Analytics are one of the most powerful tools journalists have to understand the effectiveness of their reporting, to build audiences and mange their time and effort. 

However, analytics are too often used in the crudest ways to merely measure success.

This one-day course is designed to give writers and editors confidence in handling and using analytics in their day-to-day work.

It will demonstrate how to use metrics to test ideas and stories, and improve your approach to content based on real data gathered from your website.

The course will cover:

   Web Metrics
  • Core concepts of analytics
  • Why hits are a far too crude measure
  • Understanding the key metrics that matter for your business model
  • Learning about reader journeys across your site
  • Understanding the right questions to ask from your metrics
  • Test and learn cycles
  • Common mistakes – and how to avoid them
  • The limits of metrics in decision-making

    Social Media Metrics
  • Social media analytics – proving the return of social
  • How to track inbound traffic from Twitter, Facebook and other social platforms
  • Analysing time patterns and effectiveness
  • Creating a social media plan based on metrics

You will need to bring:

  • A laptop


About Adam Tinworth

Adam Tinworth 200 by 200 Adam Tinworth has more than five years' experience in training journalists in social media, SEO and digital journalism.

A journalist for 20 years and a blogger for 10, Adam now works as a consultant and trainer in digital journalism, social media and content strategy.

He is a visiting lecturer at City University on the journalism MA course.