Scout Research is a service of Scout Analytics where we publish the latest discoveries in revenue optimization for information services, media publishing, and software-as-a-service companies. Below are the most recent findings on yield optimization and ad revenue optimization. Read more.
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On Yield Optimization
Measure Loyalty to Increase Trial Conversionsby Matt Shanahan on Friday, January 13, 2012 While trials are a common mechanism for generating paying subscribers, trial conversion rates for most publishers are in the low single digits. The majority of users starting a trial do not have the budget or authority to convert into paying subscribers. Often times, the trial user is exploring or investigating, and most trial users become fence sitters whom without sales help don’t convert. Because the sales force doesn’t have the capacity to contact every trial user, focusing efforts on the ri [...] |
On Ad Revenue Optimization
The Anonymous Audience: An Anchor on the Revenue Modelby Matt Shanahan on Friday, February 03, 2012 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 [...] |
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