Last year, the University of Oregon School of Journalism and Communication founded the Insights and Analytics Lab to offer its students something undergrads rarely get access to: real-world big data.

Through partnerships with media analytics industry leaders comScore and Shareablee and self-service analytics platform Alteryx Inc., the UO SOJC became the first school in the nation to teach undergraduate students to do hands-on media analytics research on live media usage data using professional, state-of-the-art statistics and analysis tools.

Over the past decade, the importance of self-service data analysis has increased...

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