Unconference Session – Measuring the Impact of Headline Testing

Presenters

This session will provide a high level overview of headline testing in the digital newsroom, including:
– How do you go about implementing a headline testing solution?
– What type of news destination should adopt a headline testing strategy?
– How do both the journalist and editor benefit from headline testing?
– What are the outcomes that you should expect from investing in headline testing?

Dennis R. Mortensen is a pioneer and expert in the media and analytics industry. He is an accredited associate web analytics instructor at the University of British Columbia and the author of Yahoo! Web Analytics: Tracking, Reporting, and Analyzing for Data-Driven Insights. Mortensen is an entrepreneur and was COO at IndexTools when it was acquired by Yahoo! Inc. He was subsequently their data insights director.

Today, he is founder and CEO of Visual Revenue Inc. (Predictive Analytics for Media), where he maintains the analytics and media blog. He also sits on the Board of the Digital Analytics Association.