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Analytics 101: Understanding Digital Metrics

About This Course

This self-directed course introduces five analytics platforms: Adobe Analytics (formerly Ominture), Chartbeat, Facebook Insights, Google Analytics and Twitter Analytics. The course offers resources for in-depth training as well as overviews of these platforms. A list of questions is included for some platforms, designed to help you apply what you’ve learned to day-to-day work and decision-making. This is a basic analytics course that will get you started on understanding analytics, metrics and web traffic.

What Will I Learn?

  • Analytics basics for Google, Chartbeat, Facebook and Twitter
  • How to interpret those analytics
  • How to apply them to your daily job
  • Where to go to continue learning as programs change

Who Should Take This Course?

Print, online and broadcast journalists (including reporters, producers, editors, copy editors, designers, photojournalists, bloggers and social media users) working on varied beats, journalism students, educators, and general public. Anyone who is interested in being more effective on social media, in eblasts or in web publishing or wants to understand conversations about analytics and how to interpret them.

Course Instructors

Teresa Schmedding

Teresa Schmedding

Teresa Schmedding is the managing editor for Rotary International and former director of digital operations for the Daily Herald Media Group, which has won numerous headline contest awards. She is the president of ACES: The Society for Editing. She organized the national Plagiarism Summit in 2013 and the Leadership Summit of journalism organizations in 2014.

John Schlander

John Schlander

John Schlander is managing editor at, recently named by Inc. Magazine as the 32nd fast-growing company in the nation. He started there in August 2016 after 32 years at the Tampa Bay Times, where he was digital general manager. He is also adjunct faculty at the Poynter Institute.

He is the instructor for two online seminars: Using Analytics to Drive Your Mission and Web Headlines and SEO Essentials.

Travis Siebrass

Travis Siebrass

Travis Siebrass is the digital news editor of Daily Herald Media Group. Siebrass joined the Daily Herald in 2004 as a copy editor. In December 2005, he was promoted to Metro News Editor - DuPage County. In July 2011, he was promoted to Assistant News Editor. In 2013, Siebrass was promoted to Assistant News Editor/Digital and named Digital Editor/Online Content in January 2015.

Siebrass earned a bachelor's degree in journalism from the University of Nebraska - Lincoln in 2004.

Steve Buttry

Steve Buttry was director of student media at the Manship School of Mass Communication at Louisiana State University. Before coming to LSU, he was digital transformation editor for Digital First Media, which he joined in 2011, when it was the Journal Register Co. He has held reporting and leadership jobs for, The Gazette in Cedar Rapids, Iowa; Omaha World-Herald; Des Moines Register; Minot Daily News; Kansas City Star and Times; and Shenandoah (Iowa) Evening Sentinel.

Vidisha Priyanka

Vidisha Priyanka

Vidisha Priyanka is currently working with Poynter NewsU as an Interactive Learning Manager. Her work entails helping to create courses and other training, as well as teaching in Poynter in-person seminars.

Vidisha worked as planning editor for digital video at, media partner of The Tampa Tribune and WFLA-TV. She also worked as an Audience Editor and News and Special Projects producer for almost 10 years and helped focus resources on serving news audience. Vidisha has a master's degree in journalism from the University of South Florida and teaches as an adjunct professor at USF.

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  1. Course Number

  2. Classes Start

  3. Estimated Effort

    2 to 3 hours