Posted by: Matt Shanahan Managing capacity, load and yield are critical to optimizing revenue and profits. Airlines, hotels, rental car agencies, and others have employed revenue optimization strategies for years to remain competitive and in business. Facing radical change and deregulation, it was the airline industry’s ability to manage revenue capacity (number of seats), load (percentage sold), and yield (revenue per passenger per mile) that allowed incumbents to fight off upstarts. To optimize digital media revenues, publishers must adopt and adapt similar capacity, load and yield practices within their revenue operations. For digital publishers: Revenue capacity is the number of impressions for sale on a monthly basis. Load is the percentage of impressions sold. Yield is the average revenue per […]
Tag Archives | Metrics
Capacity: A Required Dimension in B2B Metrics
Posted by: Matt Shanahan Subscriber loyalty is a relative measure. More is better, and less is worse. To qualify the level of subscriber loyalty, you compare that subscriber’s loyalty metric to all your other subscribers. And in the B2C world, this is a straightforward process. Let’s face it an individual only has 24 hours/day of attention that can be devoted to your product. So it’s fair to compare any metric directly between individuals. And while metrics can be used to compare individuals, how do you determine the comparable level of loyalty for an organization? In the B2B world where we’re dealing with significant variances in sizes, attention capacity between two organizations can be enormously different which makes comparison of engagement trickier. How do […]
Finding Meaning in Engagement Metrics
Posted by: Matt Shanahan I am never surprised when someone says they measure subscriber loyalty only to learn they are really measuring engagement. How and why a subscriber engages can be a loyalty driver, and understanding these drivers can help paid-content providers create loyalty programs. When it comes to measuring engagement, it’s hard to argue with the approach of measuring everything. The incremental cost of collecting three or three-dozen quantitative measures is negligible. Why not have duration and frequency of visit, click-through rate, bookmark data, RSS subscriptions, downloads and blog comments metrics available at your fingertips? My view gets a bit more controversial when we start talking about how to derive meaning from all the engagement data points that are collected. The […]
Demand Ratings™ Done Right Part 2 — Device, Biometric and Network Signatures
Posted by: Pete Horadan So I’ve laid the foundation for the idea of unique signatures, now let’s look at them in more detail. On the access side, we start by creating a Device Signature for each machine that accesses an application. We track over 80 unique attributes of the machine, and utilize a proprietary statistical method for understanding the patterns and the evolution of change to the patter for a given machine. Using this approach, we can tell with great accuracy, which machines accessing a system are unique and create associations between devices and visitors. Another of our algorithms—keystroke dynamics—can actually get to the individual level if required. Keystroke dynamics works in conjunction with our Device Signature, analyzing visitor-specific typing […]
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