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Saturday, March 14 • 11:00am - 12:00pm
Data-Driven Newsrooms That Don't Drive Off Writers

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The concept of "data-driven media" is a hot topic right now, but actually adopting a performance-based approach to content requires more than just numbers. It calls for a cultural shift from a purely editorial mindset to one that combines creativity with science. Refinery29 and NPR are two successful media companies with very different audiences and histories — R29 is a fast-growing, digital-only fashion and lifestyle brand, while NPR has evolved beyond its roots in terrestrial radio to both online and mobile platforms in a way that few legacy brands can boast. Ultimately, both have built company cultures that not only accept but also leverage data to create better and more successful content. Through tools like dashboards, newsletters, and both off-the-shelf and custom analytics solutions, this conversation will address how media companies can adopt data-driven practices that empower, rather than alienate, writers and facilitate the creation of higher-quality content across the board.

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avatar for Wright Bryan

Wright Bryan

Editor, NPR
Hi! I'm Wright and I run the Social Media Desk at NPR. I work with people across our newsroom on how to use social platforms for journalism, engage with the audience and build community. I'm also deeply involved with NPR's use of analytics in the newsroom. We share the things we're... Read More →
avatar for Lexi Nisita

Lexi Nisita

Social Media Dir, Refinery29
As the social media director of Refinery29, Lexi Nisita has grown referrals five-fold since 2013. When it comes to social headlines, she's tested everything from pure clickbait to titles so weird and abstract, you need a second cup of coffee to figure them out. In collaboration with... Read More →

Saturday March 14, 2015 11:00am - 12:00pm CDT
Hyatt Regency Austin Big Bend

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