By Muhammad Dalhatu
The Nigerian Media Innovation Program (NAMIP) successfully conducted its Analytics Marathon Workshop 2024, a five-day intensive training designed to equip media organizations with the skills to leverage digital analytics for improved content distribution and audience engagement. Held from July 22 to 26, 2024, the workshop brought together 16 participants from 10 media organizations. It focused on addressing critical gaps in understanding, interpreting, and utilizing digital metrics among NAMIP participants, many of whom are transitioning from traditional journalism to digital publishing.
Facilitated by digital marketing experts Ashraph Muhammed and Chiedozie Ike, supported by human resources expert, Emmanuel Faith, and NAMIP’s Media Advisor Temitayo Akinyemi, the comprehensive workshop covered a Human Resource best practices for newsrooms and an extensive array of key metrics across nine digital platforms, including Meta (Facebook and Instagram), X (formerly Twitter), TikTok, YouTube, Google (web management, Ads), and SEO optimization.
Bridging the Digital Divide
With many participants transitioning from traditional journalism to digital platforms, the workshop emphasized the importance of data-driven decision-making. Across five days, attendees delved into key metrics from nine major platforms, including Meta (Facebook and Instagram), X (formerly Twitter), TikTok, YouTube, Google Ads, and SEO optimization.
Participants learned to track and interpret metrics like:
- Web Metrics: Page views, unique visitors, click-through rates, and conversion rates.
- Social Media Metrics: Followership, reach, impressions, engagement rates, and average watch times for videos and reels.
These insights empowered participants to assess and optimize their platforms’ performance, enhancing their ability to meet audience needs and sustain growth.
Participants left the workshop equipped with actionable plans to optimize their editorial strategies, improve audience engagement, and enhance operational efficiency. By bridging the gap between traditional journalism and digital publishing, NAMIP’s Analytics Workshop has empowered media organizations to innovate and thrive in an increasingly digital landscape.
For a comprehensive summary of lessons learned during the event, visit NAMIP’s website.