| June 2, 2021
Without robust audience research, questions about who the audience is and what it needs tend to be answered on hierarchy or power within the organisation, or based on assumptions. That is not good enough in news organisations that are increasingly dependent on audience revenue and audience engagement to thrive and fulfil their mission.
News publishers and newsrooms need better ways to understand what their audiences value, what engages them and what will make them paying customers. But for all too often, navigating data science and data analytics can be a frustrating journey for both journalists and business developers in need of more actionable tools and smart analytics that go beyond the flood of data and traditional metrics. Increasingly, they ask their data teams to deliver insights and provide them with solutions that boost their decision-making, using machine learning and natural language processing tools to identify and push relevant content to their target au