The Role of Partner Webinars in Engaging High-Value B2B Leads

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By Sophie Chauvet, doctoral student at LERASS (Université de Toulouse Paul Sabatier), as part of the JOLT project , and based at Samsa.fr

In just a few decades, metrics and analytics have become a fixture in newsrooms. With the rise of big data and AI (which generate these metrics), the euphoria of data scientists, faced with the possibility of quantifying and predicting everything, is spilling over into journalism. For a profession facing a crisis of trust and resources, are metrics an opportunity? Are we obsessed with this data?

My first encounter with metrics didn’t go gambling data japan well. I was working at an advertising agency and staring at these numbers all day long, looking for the one that would please the client, and that would allow us to put an arrow going up on our campaign performance reports.

Engagement, impressions, views: after a few months, I realize that it is impossible to do any other calculations on these numbers, that their definitions change regularly, and that no one knows how they are calculated. In short, these metrics are hot air.

I then discovered an open secret: as long as the customer is satisfied, it doesn't matter. While metrics are very useful for obtaining financing, the tendency is not to question them. However, metrics are far from neutral.