About this Webinar

How newsrooms can glean insights from the right metrics and move from measuring page views to better understanding engagement is the focus of this INMA Newsroom Transformation Initiative Webinar.

INMA Newsroom Transformation Lead Amalie Nash has surveyed 14 leading media organisations from around the world to better understand how they use data: what they’re monitoring in real-time, what metrics matter most to them, how they talk about data in their newsrooms, how AI fits into data analysis, and more. She’ll share findings from that research and offer recommendations to newsrooms on how to translate data into content strategy.

The Webinar will also feature two case studies from that research:

• The Times and The Sunday Times, London: The Times introduced its own Times Editorial Dashboard (TED) so that everyone in the newsroom has access to data and is able to have a more nuanced discussion around the metrics. Janice Pereira, editorial data lead, will talk about TED and how it has led to a culture of transparency around data and insights.
• Aftenposten, Norway: Aftenposten uses data to focus on its target audience of men and women ages 30–55. Kristin Kornberg, leader of insight and content development, will talk about how data had a significant influence on Aftenposten’s content strategy.

About the Newsroom Transformation Initiative

INMA’s Newsroom Transformation Initiative focuses on evolving into a data-driven newsroom, including what that means and how to measure success, as well as ensuring your content strategy is reflective of the audience’s interests.

About The Times

The Times, founded in 1785 as the Daily Universal Register, is the oldest national daily newspaper in the UK and holds an important place as the “paper of record” on public life, from politics and world affairs to business and sport.

About Aftenposten

Aftenposten is Norway's largest printed newspaper by circulation as well as Norway's newspaper of record. Based in Oslo, it has an estimated 1.2 million readers.