How Can Your Audience Data Be Used to Build Better Stories,
Products and Relationships? Our Experts Weigh In.

Audience Analytics 101 

"Weather affects the foods we crave, so it’s no surprise that people drink more hot chocolate in the winter and tea in the summer. But did you know that juice sales spike when it’s windy outside? Not all correlations of weather condition and brand sales are intuitive. This is where we must learn to not only trust data, but leverage it to better serve audiences," says Amy Jo Coffey, Telecommunication professor and director of the online Master’s in Audience Analytics program.  

Harnessing Audience Curiosity 

In North Florida, few local media outlets ask their audience: What do you wonder? What should we investigate? We are. The Innovation News Center, our student-powered newsroom, is experimenting with audience-powered journalism. Ethan Magoc, WUFT real-time news editor, explains how.

Beyond The Competition

For sports fans, modern technology helps us go beyond the game, connecting us closer than ever with other fans, teams, and even our favorite players.

How should sports marketers engage with today’s media consumers amid a multiplatform, fragmented environment? Sylvia Chan-Olmsted, Telecommunication professor and director of Media Consumer Research, weighs in.


Chasing Clicks: What Seinfeld Teaches Us

"It took knowing how to interpret, and even ignore, the data at hand and instead understand how the audience and the network’s goals could converge in this new product," Matt Boggie, chief technology officer at Axios, argues in an article in our series on the future of audience engagement.

Build Your Digital Community
Through Engagement Analysis

Emily Dufton served as the engagement analyst at the Center for Public Integrity (CPI), where she was an American Council of Learned Societies public fellow. CPI is one of the country’s oldest and largest nonpartisan, nonprofit investigative news organizations.

We sat down with Dufton in January 2016 to discuss the new field of engagement analysis and insights she’s gained from her fellowship in building digital communities.

Research and Insights News

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