The University of Oregon School of Journalism and Communication (SOJC) has formed a strategic partnership with Rentrak, an innovator in the media measurement industry, and Alteryx, Inc ., a leader in data-blending and advanced analytics software.
The partnership, along with the opening of a new Insights and Analytics Lab in January 2016, will expand and focus the SOJC’s research and teaching in data analytics. The partnership provides an opportunity for students to gain a cutting-edge advantage in a quickly evolving strategic communication and journalism landscape. Additionally, it makes possible significant research into the effects of media on human behavior and on how to improve professional practice across a full range of media platforms.
The new lab will support advanced media planning and data analysis courses, as well as research. A new course in advanced analytics will be taught for the first time in winter term 2016.
Self-service data analysis has become highly relevant to the media industry over the past decade. SOJC students will get hands-on experience as data analysts using Alteryx, the new standard in analytics software, which offers an intuitive workflow leading to deeper insights in hours rather than the weeks of analysis typical of traditional approaches.
“We welcome the opportunity to help the next generation of students learn self-service analytics,” said George Mathew, president and COO of Alteryx. “Leveraging the knowledge gained from the University of Oregon School of Journalism and Communication, Rentrak and Alteryx will help them use analytics to gain deeper insights and to be more successful in their careers.”
“We are excited to partner with the academic community to improve information students can use for research and papers,” says Bruce Goerlich, Rentrak’s chief research officer and head of the Rentrak Academic Committee. “We look forward to continuing expanding our relationship with other universities.”
The Insights and Analytics Lab, directed by Assistant Professor Heather Shoenberger, will be dedicated to analytics learning and research and is one of the first in the nation available to undergraduate students.
“Partnering with Rentrak and Alteryx on this venture allows us to offer our students vital tools that will prepare them for the rapidly changing job market,” says Shoenberger. “It also allows for research that will inform the future of advertising and journalism.”
Rentrak has established a well-earned reputation as the authority on privacy-protected return-path media information across multiple video platforms, including video on demand and linear television, as well as real-time knowledge of box office sales. Rentrak’s TV measurement footprint includes 36 million TVs and video on demand from approximately 120 million TVs, including granular information for television stations in all 210 markets projected across the United States. With this partnership, SOJC students can use Rentrak information to solve real-world problems and create media plans informed by blending “big data” with other relevant sources.
About the University of Oregon School of Journalism and Communication
The University of Oregon School of Journalism and Communication (SOJC) — one of the first journalism schools in the country — is an international leader in scholarship and education in advertising, journalism, media studies and public relations. With a student enrollment of more than 2,200, the SOJC offers doctoral, graduate and undergraduate degree programs that challenge students to become productive scholars, ethical communicators, critical thinkers and responsible citizens in a global society. The school fosters innovative research and prepares students and professionals to navigate the terrain of an evolving media landscape.
Rentrak (NASDAQ: RENT) is the entertainment and marketing industries’ premier provider of worldwide consumer viewership information, precisely measuring actual viewing behavior of movies and TV everywhere. Using its proprietary intelligence and technology, combined with Advanced Demographics, Rentrak is the census currency for VOD and movies. Rentrak provides the stable and robust audience measurement services that movie, television and advertising professionals across the globe have come to rely on to better deliver their business goals and more precisely target advertising across numerous platforms, including box office, multiscreen television and home video. For more information on Rentrak, please visit www.rentrak.com.
About Alteryx, Inc.
Alteryx is the leader in data blending and advanced analytics software. Alteryx Analytics provides analysts with an intuitive workflow for data blending and advanced analytics that leads to deeper insights in hours, not the weeks, typical of traditional approaches. Analysts love the Alteryx analytics platform because they can deliver deeper insights by seamlessly blending internal, third- party, and cloud data, and then analyze it using spatial and predictive drag-and-drop tools. This is done in a single workflow, with no programming required. Data analysts worldwide rely on Alteryx daily. Visit www.alteryx.com or call 1-888-836-4274.
Alteryx is a registered trademark of Alteryx, Inc.