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Content Analytics and Strategy

(Elective Course)

Content Analytics and Strategy teaches you how organizations use content to reach and engage audiences, how web audience measurement systems work, which measurements are most useful to publishers and why different measurement systems produce different results.

In the 21st century, everyone is potentially an Internet publisher. That includes media organizations, but also individuals, brands, companies, nonprofit organizations and government agencies. And publishing is no longer about pushing content at audiences; the World Wide Web is a multi-directional communications platform in which users control their content consumption – and even help distribute the content through social media and other digital channels.

The web is also the most measurable publishing platform ever. More than ever, a content publisher can understand how many people view content, how much of it they view and whether they come back for more. Yet, the measurability of audience engagement creates new problems as well. Publishers can easily be overwhelmed by the enormous amount of audience measurement data available and confused by the differences between what’s measured using different measurement tools.

In this class, you will gain practical experience using web and social media analytics. You’ll also work hands on with Google Analytics – the most popular audience-measurement system in the world. And in the final assignment for this class, you will use analytics data to recommend ways that an organization can improve its content strategy to increase and measure engagement.