- September 15, 2018
- Posted by: admin
- Category: Uncategorized
Analytics in media – Among countless online newspapers and journals, blogs, videos and social media feeds, the modern digital consumer has a dizzying amount of media sources to choose from.
As content creators vie for consumer attention, some organizations have turned to data visualization and advanced analytics in media to gain an advantage.
Visualizing data analytics in media
Take, for example, Condé Nast, an American-based mass media company whose 19 brands attract around 150 million consumers.
With a diverse portfolio that includes The New Yorker, Wired and Teen Vogue, the media company needs to capture the attention of numerous social groups and niches around the world. Condé Nast has found that interactive charts and graphs seem to appeal to inquisitiveness of most types of consumers.
Compared with static images, interactive visualizations “introduce a whole new level [to content], and increase time spent” on content by consumers, said Danielle Carrick, a data visualization designer and developer at Condé Nast, during a presentation this week at the 2018 Data Visualization Summit.
Carrick showed examples of colorful, easy-to-read charts and graphs. Large gray and red bars with moveable sliders on the entertainment and culture site Glamour plainly illustrated the disparity between men and women Oscar nominees since 1928.
On Teen Vogue, an in-depth interactive scatterplot of tweets from @realDonaldTrump splashed red dots across the screen. Each visualization, though in itself an example of analytics in media, was different.
“Same type of data, totally different way to look at it,” Carrick said of the visualizations.
Static still around
The benefits of consistently changing the way data sets are illustrated are twofold, Carrick said. This varied approach gives consumers new and fresh ways to interact with different data sets, and also enables her and her team to be creative.
Carrick noted that despite the increased use of interactive visuals, static graphs and images are far from being phased out.
Static visuals still are used most often, and are developed separately by each brand, rather than a team working directly under the Condé Nast flag. Understandably, interactive data sets are harder to create, and require input from the local editor, writer and design team working on the content piece.
There’s a lot of communication, Carrick said, and ultimately, it’s up to the brand to decide if it will use the visual.
“They’re not going to publish something they don’t think they’re readers are interested in,” she said.
Internally, the team employs Qlik software, which has revamped its visualization capabilitiesrecently to better compete with rival self-service BI vendor Tableau, for analytics in media.
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Article Credit: TechTarget
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