The anonymous audience is a revenue anchor that pulls down business performance for media publishers. A behavioral analysis of fly-by visitors highlights just how much of a drag they are on the revenue model. A robust revenue model creates multiple streams of revenue from an audience member. The revenue potential of an audience member is defined by both the engagement behavior with media (i.e., advertising revenue) and the purchase behavior for events, daily deals, commerce, or subscriptions (i.e., direct revenue). To quantify the revenue drag of the anonymous audience, Scout Research analyzed the revenue potential of an anonymous visitor compared to a registered visitor at every level of loyalty (i.e., fly-bys, occasionals, regulars, and fans). The infographic to the right […]
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