Plummeting print subscriptions, digital ad blockers and unstable ad revenues continue to threaten the digital news industry. Publishers have been experimenting with ways to strike a balance between readership and revenue. Now more than ever, paywalls have become a critical lifeline. About 80% of U.S. newspapers have launched digital paywalls (then withdrawn, retooled and re-launched several times) with varying results. There are many different reasons why paywalls can succeed or fail. Regardless of what type of paywall you employ, developing a measurement strategy to determine the paywall’s impact on subscriptions and revenue is critical to discovering your site’s strengths and weaknesses. Continue reading >
The human brain is a complicated, information-processing system. It controls and coordinates actions and reactions with the information it ingests.
How you process information, and the process you create to follow up on what you do with information, separates each person from the next. A person who follows a “process” is considered more organized, effective, and knowledgeable than someone that does not.
Gregory Kaminski is our Director of Analytics here at MaassMedia and has been with the company since early 2013. He has a knack for bringing creativity to the world of data with a passion for data visualization. As a marketing analytics leader residing in Philadelphia, he’s spent his career analyzing data and providing insight to drive decision making and strategic growth.
How the Guardian Mobile Lab and MaassMedia efficiently analyzed qualitative data from thousands of survey responses with natural language processing.
In a recent article, “Analysis Without Benchmarks: An Approach for Measuring the Success of Mobile Innovation Projects,” we discussed how MaassMedia and the Guardian Mobile Innovation Lab worked together to develop survey questions that enabled the lab to analyze users’ reactions to new mobile news formats (such as their experiment sending real-time updates on the 2016 US presidential election results to users’ lock screens). Here we’ll explain why we include open-ended questions in these feedback surveys, and how we developed a natural language processing algorithm to evaluate the sentiment of thousands of users’ free-form responses.
Unlock the science behind obtaining audience feedback, and discover what they really thought of your innovation project.
The purpose of many newsroom innovation projects, like those the Guardian Mobile Innovation Lab carries out, is to test out new formats and features that deliver news in new and better ways. To measure the success of these projects, it’s important to understand whether or not people engaged with the format in the way you intend them to, and also to understand what they thought about the new experience. A great way to get that understanding is to ask your users for feedback, which the mobile lab does at the end of each experiment by sending them a survey.