Posted by: Matt Shanahan Web analytics fall short as a tool to monetize audiences. Web analytics are designed primarily to provide statistics about the aggregate audience but not insights into individual members. For instance, web analytics can tell you what the most popular page is for an audience, but it cannot tell you which member consumed the most pages. To effectively sell audiences, publishers need tools that move beyond audience statistics to building individual profiles of members. Reach and frequency are key metrics for selling audiences. In the B2B media industry, selling audiences requires a publisher to know how many audience members belong to a specific industry (reach of a segment) as well as the frequency of visits for each […]
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