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