Media organizations face special challenges when they try to measure their audiences. Best practices in e-commerce analytics and standard analytical tools such as Google Analytics are often generalized and simplified to work across dissimilar industries, or specialized for industries other than media. The media industry needs a foundation of measurement and analysis derived from e-commerce best practices that is based on media-centric impact and sustainability objectives. The Media Impact Project Data Repository brings together data across media products to enable assessments of impact and deep analysis that are not feasible with typical data silos.
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The Norman Lear Center's Media Impact Project researches how entertainment and news influence our thoughts, attitudes, beliefs, knowledge and actions. We work with researchers, the film and TV industry, nonprofits, and news organizations, and share our research with the public. We are part of the University of Southern California's Annenberg School for Communication and Journalism.
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