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Publicação
Empowering Journalists with Data: Improving online article performance
| Nome: | Descrição: | Tamanho: | Formato: | |
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| 12.84 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
This study aims to empower content creators to adopt a data-driven approach by enabling them to
independently understand the dynamics and improve the performance metrics of article-based
subscriptions/conversions and content views. Focusing on online articles published by Stuttgarter
Zeitung from 2021 to 2023, the study classifies articles into different performance categories to
identify key similarities and differences. Using advanced Machine Learning techniques for feature
extraction such as Named Entity Recognition (NER), Part-of-Speech tagging (POS) and Transformerbased Topic Modelling, the study extracts pre-publication metadata and content information,
emphasizing human-interpretable results. The results provide valuable insights into customers'
content interests and metadata preferences. Despite the overall similarity in the profiles of high and
low performing articles for both target variables, numerous nuanced factors influencing conversions
and content views were identified. These factors are often newspaper section or topic specific and can
differ significantly from global (all articles combined) trends. Consequently, the result notebooks
provide detailed information that is particularly useful for content creators. Based on these insights,
an interactive tool has been developed to help journalists align their efforts with the company's goals
to independently increase conversions and content views, without prescribing specific stories or
formats.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Science and Advanced Analytics, specialization in Data Science
Palavras-chave
Data-Driven Journalism Article-Performance Content-Views Conversions Metadata Analysis Topic Modelling Clustering Named Entity Recognition Part-of-Speech tagging Feature Extraction BERTopic KeyBERT Large Language Model CRISP-DM SpaCy FLAIR SDG 4 - Quality education SDG 8 - Decent work and economic growth