Analytics stoplights for Belo’s TV stations

My second of two posts this week on using web analytics (read the first one here) comes by way of a recommendation from Mark Briggs. He told me about this “total brainiac engagement person” at Belo, the company that owns the TV station Mark now works for.

So I called Belinda Baldwin, the director of audience development for Belo. Belinda’s goal is to take the metric reports that her department creates for all Belo owned and operated TV stations, and make it understandable for newsrooms. Not just understandable, but meaningful and actionable.

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