Texas Tribune and the Analytics Hub

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Written by Cindy Royal, Ph.D., Professor and Director, Media Innovation Lab at the School of Journalism and Mass Communication of the Texas State University.

Since its launch in 2009, The Texas Tribune has emphasized data in reporting. The nonprofit news site’s inventive use of charts, graphs, and maps in stories, and its searchable databases of public information, are considered pioneering in data journalism. 

After almost 15 years, the Tribune must now apply its data literacy internally, as it needs to manage multiple products across a larger organization — including an internally developed content management system, newsletters, podcasts, events, videos, and more. The Tribune needs better data to make decisions in a fast-paced environment, and the ability to share data across departments. 

This case study examines how the Tribune’s organizational structure and culture drove the outlet to develop and implement a centralized data warehouse system, named the Analytics Hub, which compiles user information across the Tribune’s product portfolio. We will look at the challenges throughout the process as well.  

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