ABSTRACT
In Chapter 5, Kathleen Stansberry and Madison MacKenzie of Elon University, discuss the increasing need for media professionals to collect data on media production, distribution and content, and use analytics to make informed decisions. In reviewing pertinent literature, the authors discuss the use of big data and social media, and considerations for teaching analytics in the classroom. This chapter summarizes their study of how communications and journalism programs can best prepare students with the skills needed for entry and mid-level data-driven careers. The researchers conducted a content analysis of job advertisements for media analytics positions by three digital job sites for identify hard, soft and technical skills. Results indicated that employers highly valued written, verbal, and collaboration skills, and the ability to use a range of tools, including Google Analytics, Google Adworks, Excel, and popular social networking platforms. Overall, findings suggest the need for breadth in education to meet a wide-range of employer expectations.
