Audience Analytics: Social Media and Web Analytics Tools, Key Performance Indicators, and Data Interpretation

Date and Time: August 5, 2018 (9:00 am to 5:00 pm)

Sponsoring Group: Media Management, Economics, Entrepreneurship Division

  1. Workshop Description

Audience Analytics: Social Media and Web Analytics Tools, Key Performance Indicators, and Data Interpretation 

This pre-conference workshop will demonstrate how to use leading audience analytics tools, what the key performance indicators are, and how to analyze and interpret audience data to understand audience engagement and achieve media organizational goals. Audience analysis has become more data-driven than ever before; thus, the ultimate goal of this pre-conference workshop is to help AEJMC members keep up to date with the latest industry practices while equipping themselves with tangible technical skills that are essential for teaching and researching audience analytics in the data-driven audience analytics era. This workshop will cover both social media analytics tools and web analytics tools. It will provide attendees with hands-on experiences interpreting audience data as well as opportunities to share ideas about how to teach audience analytics.  

  1. Speaker Biographies

Instructor: Dana Chinn (University of Southern California)

Dana Chinn is a lecturer at the University of Southern California Annenberg School for Communication & Journalism who focuses on data journalism, open data and digital analytics. Known for making analytics accessible to numbers-phobic journalists and students, she has been teaching and researching audience analytics for news and nonprofit organizations at USC and as a consultant for a decade. She previously was the director of a $4.2 million media metrics project funded by the Bill & Melinda Gates Foundation, the Knight Foundation, and the Open Society Foundations.

Her work experience includes management positions in online planning and operations, strategic planning, marketing and finance at Gannett and the Los Angeles Times.  She has an undergraduate degree in journalism and an MBA from USC.

Instructor: Dale Blasingame (Texas State University in San Marcos)

Dale Blasingame is a senior lecturer in the School of Journalism and Mass Communication at Texas State University in San Marcos, Texas, where he received the 2017 Presidential Excellence Award for Teaching – the university’s highest teaching honor. Blasingame is a part of the Digital Media Innovation faculty, and he teaches courses that introduce students to different aspects of how technology is changing journalism, media and marketing. Some of his classes include Advanced Social Media and Analytics, Drone Journalism, Web Design and Publishing, Fundamentals of Digital and Online Media, and Digital Entrepreneurship.

Before transitioning to Texas State, Blasingame was a television news producer. He spent nine years at WOAI-TV in San Antonio, where he won two Lone Star Emmy awards and was nominated for a third. He is also the co-founder of Leadhub, an internet marketing company. 

Moderator: Jiyoung Cha (San Francisco State University)

Jiyoung Cha, Ph.D., is an assistant professor in the Department of Broadcast and Electronic Communication Arts at San Francisco State University. She teaches courses in media management, audience analysis, new communication technologies, and media entrepreneurship. Her research focuses on media management and entrepreneurship issues. She is one of the recipients of the Emerging Scholar Grant of AEJMC and the Madelyn Lockhart Dissertation Fellowship. She served as the teaching chair of the Media Management, Economics, and Entrepreneurship division in 2017 and organized this audience analytics workshop this year to help AEJMC members integrate social media and Web analytics practices into their teaching and research. She earned her PhD in Mass Communication with a minor in Marketing from the University of Florida and a certificate in Advanced Social Media Strategy jointly offered by Syracuse University and Hootsuite Media.

  1. Registration

Participation in this audience analytics workshop is limited to 35 attendees. For registration, you can visit the following website:

For information, contact Jiyoung Cha, San Francisco State University,