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Tim Griggs, the Texas Tribune's publisher and chief operating officer, provides an overview of . Lightning Round presentation at INN@IRE Day 2014, Investigative Reporters & Editors conference, San Francisco, June 26.
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INN @ IRE Day 2014 Lightning Round Presentations
Visiting research fellow, 2013-14 academic year Jake Batsell
@jbatsell [email protected]
Assistant professor, Division of Journalism
Investigative Reporters & Editors Conference #INNDay14 San Francisco June 26, 2014
MODERATOR http://j.mp/innday14
Texas Tribune Lightning Round • @TTgriggs • 6.26.14
“If we have data, let’s look at data. If all we have our opinions, let’s go with mine.”
Tim Griggs Publisher & COO [email protected]
Jim Barksdale, ex-CEO of Netscape
Texas Tribune Lightning Round • @TTgriggs • 6.26.14
At the Tribune, we’re building a test-and-learn mentality
and a new culture of data-driven decision making.
Winner!
Texas Tribune Lightning Round • @TTgriggs • 6.26.14
We’re leveraging several types of data:
Usage analytics Site (GA)
Email (MailChimp),
Social (FB Insights, Twitter Analytics)
Custom research
Quantitative surveys
(audience, sponsors, event
attendees)
Formal (but cheap) qualitative feedback
Online focus groups
Informal qualitative feedback
Usability lab, usertesting.com
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Texas Tribune Lightning Round • @TTgriggs • 6.26.14
Ways in which we’re testing:
Some of the things we’ve tested so far: 1. Daily email send times (6 a.m. wins) 2. Social post times (mid-morning Tuesdays are king) 3. Tagging public figures in social posts (extends reach and interaction) 4. Opt-out on email newsletters (+1,000 new starts in 2-week span) 5. Membership calls-to-action (“Join” beats “Contribute”)
A/B testing Before-and-after testing
User testing
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