My RJI JOURNALYTICS talk 9/26/13 on Analytics and Psychophysiology

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  • 1. The “Brains” Behind “Journalytics” The value of tying the brain of the news audience to web analytics University of Missouri Missouri School of Journalism Paul Bolls
  • 2. Understanding the News Audience University of Missouri Missouri School of Journalism Web analytics provide insight into online behaviors NOT The brains that produce online behaviors ?
  • 3. Example of Web Analytics University of Missouri Missouri School of Journalism
  • 4. Online Media insight based only on Web Analytics University of Missouri Missouri School of Journalism
  • 5. University of Missouri Missouri School of Journalism
  • 6. Online Media insight based on Media Psychophysiology University of Missouri Missouri School of Journalism Media Psychophysiology + Web Analytics = User Experience Insight!
  • 7. University of Missouri Missouri School of Journalism
  • 8. Measuring online user experience in the University of Missouri Missouri School of Journalism
  • 9. What do we know about the brain “on” Online News? • The brain is a MOTIVATED processor – Online news use is driven by biologically based motivational systems (approach / avoid) • The brain is a CONTEXTUAL processor – The design and content of online news shapes mental processes and responses evoked by “getting there,” “being there,” and “leaving there” • The brain is a LIMITED CAPACITY PROCESSOR – Online news is often NOT “brain friendly!” University of Missouri Missouri School of Journalism
  • 10. Where are we headed? • Seeking partners for “Creative Science” combining Web Analytics with Media Psychophysiology! University of Missouri Missouri School of Journalism