This hands-on workshop demonstrates how media analytics can be made fun and accessible for students by using case studies and industry data. Drawing from their forthcoming textbook, Media Analytics: Understanding Media, Audiences, and Consumers in the 21st Century (Taylor & Francis/Routledge), Hollifield and Coffey will take attendees through a media case study using data, just as you might teach it in your classroom. The session will cover data analytics as a 21st-century professional media skill, central to success in areas as diverse as production, journalism, sports, and strategic communications. Like the textbook, this session requires no prior analytics experience. All are welcome.
Note to attendees: Please bring a laptop with Excel software, if you are able. If not, we will provide handouts with data and visualizations.