How to Build and Engage Your Audience: Taking a New Approach with Analytics

This Webinar was originally broadcast on:
August 10, 2017 Enroll Now
Watch and listen to the original one-hour Webinar in its entirety. This Webinar recording features the full presentation led by Poynter faculty and visiting faculty including Q&A from the audience and resources from the presenter.

Course Overview

How to Build and Engage Your Audience: Taking a New Approach with Analytics
This $29.95 webinar is free thanks to the generous support of
Originally Broadcast On:
August 10, 2017
Time Estimate:
One hour for the main presentation and questions. Sometimes presenters stay longer to answer additional questions from participants.

About Webinars

In this virtual classroom, participants can join in a seminar led by Poynter faculty and visiting faculty. This screencast includes live audio and a slideshow presentation in which participants can post questions and respond to poll questions posed by the host.

In an ideal media ecosystem, the relationship between newsrooms and audiences is dynamic. Building trust requires listening, engaging and constantly re-evaluating — but this is easier said than done. How can newsrooms support journalists when it comes to audience engagement? What can they do to help communities feel like they’re a part of the story?

Data literacy is the key to this positive feedback loop.

While 87 percent of publishing professionals have access to analytics, only 53 percent say they completely understand the analytics for the content they create. And there’s a disconnect between the metrics publishers find the most useful and what they’re asked to report on.

Newsrooms can and should shift in their approach to analytics, starting with rethinking engagement metrics. In this webinar, you will learn how to empower teams to align on metrics, apply insights and strengthen relationships with readers.

You will learn how to use metrics data to understand your audience better and change habits and workflows accordingly. This webinar will use examples and charts from, but it will not be solely about

What Will I Learn:
  • How data can empower the content creator and the community consuming it
  • Why data access doesn’t always equate to data understanding
  • Steps newsrooms can take to align on metrics goals across the organization
  • Examples of newsrooms that have successfully used engagement metrics as a jumping-off point to connect with communities
Who Should Take this Course:

Editors, journalists, people involved in audience development and anyone who is interested in building better relationships with their audiences.

Course Instructor:

Kelsey Arendt

Kelsey joined’s team from the publishing side. She worked with The Guardian’s commercial team, where she managed a variety of projects for marketing and sales, including developing analytic support for sponsored campaigns and partner hubs. Kelsey is a Midwestern transplant to New York City, and is a passionate hiker, musician and homebrewer.

Technical Requirements:

1.4GHz Intel® Pentium® 4 or faster processor (or equivalent) for Windows 7, Windows 8 or Windows 8.1
512MB of RAM (1GB recommended) for Windows 7 or Windows 8
Microsoft Internet Explorer 8, 9, 10, 11; Mozilla Firefox; Google Chrome
Adobe® Flash® Player 11.2+

1.83GHz Intel Core™ Duo or faster processor
512MB of RAM (1GB recommended)
Mac OS X 10.7.4, 10.8, 10.9
Mozilla Firefox; Apple Safari; Google Chrome
Adobe Flash Player 11.2+

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