Futures Lab Helps STLtoday.com with Web Analytics

Futures Lab Helps STLtoday.com with Web Analytics

STLtoday.com, a leading news website in St. Louis, turned to the Futures Lab at the Reynolds Journalism Institute to learn more about its audience in efforts to attract more readers – and more revenue.

Students in an advanced interactive advertising class used Adobe SiteCatalyst to analyze what draws people to the website. They were able to look at variables such as site viewership during different times of day in different sections of the site and when the site has a different look.

The Futures Lab team consisted of 10 undergraduate strategic communication students who were led by Brad Best, the lab’s advertising editor.

The group trained on Adobe SiteCatalyst for two months to prepare for the analysis before presenting its findings and suggestions to STLtoday.com.

The research project helped build expertise at the Reynolds Journalism Institute and advance its mission to become a destination for industry partners.

“Something like this makes students very marketable,” Best said. “If they want a job when they get out of here, they have it. In this area, there are fewer qualified people than jobs available.”

By Brooklynn Dowling, University of Missouri.