Demand Rating™ Uncovers Revenue Opportunities
Why Behavioral Analytics?

Increasing your subscription and advertising revenues is a great reason to start.

The Internet has forced an unprecedented competition amongst publishers for creating and retaining demand for their content. For a paid-content provider, demand translates to renewals and cross-sells. For an advertiser, demand translates to inventory that can be sold. In either model, the commoditization of content has made the competition for attention fierce.

The risk is for publishers to act like nothing's changed and still use traditional methods, despite the rich behavioral information available from the usage data in their systems. The potential to act more like a print magazine company who upon customer order delivers twelve standard magazines to a door step over the year (in the behavioral analytics world, we call this providing 12 months of access). There's no ability for the magazine company to know whether the content and advertising delivered was read cover-to-cover or tossed in the garbage; read by four people or one; was taken on vacation or used for work - any of which would have provided them insight about demand to increase the value of the magazine to their audience.

Today — all of these things are more knowable and quantifiable through engagement metrics — through Demand Rating™. The Demand Rating metric is a relative measure of a consumer's engagement with content compared to other consumers.

Demand Rating is an approach that changes everything. When you reduce demand to a quantifiable number a world of possibilities come into play. Suddenly, demand can be understood over time, and it can be understood in comparison to other consumers, to segments of consumers and across product lines. High demand ratings are good and low ratings are bad, and the rating implicitly incorporates revenue risk and opportunity into the equation. Demand Rating enables consumers to be averaged, ranked and compared.

Winners in the competition for consumers will bolster their content with analytics that give them preditive insight into behavioral patterns that can be monetized for maximum potential. What will you use?