Scout Analytics Glossary
A
Ad Unit. A specific type of advertising typically defined by format, size, and placement; for example, banners, interstitials, pop-ups, skyscrapers, and text links.
Anonymous Visitor. A site visitor who has no associated registration data and is typically identified by a server-issued cookie or tracking mechanism.
Average Revenue Per User (ARPU). A metric for measuring revenue efficiency that is calculated as the total revenue from a site divided by the number of users of the site.
Audience. A set of visitors who use a site periodically.
Audience Selling. The practice of selling advertising impressions to advertisers based on audience segmentation as well as, or instead of, based on placement.
C
Compliance Monitoring. The practice of identifying violations of terms-of-use for a site.
Contract. A binding agreement between a company and customer describing subscription term, price, and licenses.
Cost Per Mille (CPM). A pricing metric for online advertising that is calculated as the order price divided by the total number of impressions purchased.
Click-Through-Rate (CTR). A conversion metric for online advertising that is calculated as the total number of clicks on an ad divided by the total number of impressions of the ad.
D
Demand Map™. An analytical technique for identifying pricing disparities across customer contracts.
Demand Rating™. An engagement metric for the number of times per day a specific behavior occurs (for example, reading an article). It is calculated as total number of times the behavior was performed divided by number of days.
Device. An electronic instrument used to access a website, including smartphones, tablets, and personal computers.
E
Engagement. Content usage that can be quantified by frequency and volume. See Demand Rating™ and Loyalty Rating.
F
Fan. The loyalty rating of a visitor who visits a site on most days of the week.
Firmographics. Metadata used for segmenting organizations, such as industry, number of employees, and annual revenues.
Fly-by. The loyalty rating of a visitor who visits a site only once.
I
Impression. An advertisement delivered through a page view.
Inventory. The total number of impressions available during a specific time period.
L
License. A permit for the specified use of a specific set of content.
Loyalty Rating. An engagement classification derived by calculating the total number of visits divided by the number of days analyzed, and then classifying the results as Fans, Regulars, Occasionals, and Fly-bys.
O
Occasional. The loyalty rating of a visitor who visits a site several times a month.
P
Paid Content. Content that requires a subscription or a use-fee to access.
Paywall. An monitor for ensuring that only subscribers can access paid content.
Predictive Pricing. An analytical algorithm that calculates list price per page for paid content based on averages across contracts.
Price per Device. A pricing metric that is calculated as the contract price divided by total number of devices accessing paid content under the contract.
Price per Page. A pricing metric that is calculated as the contract price divided by the total number of page views of paid content under the contract.
Price per Unit of Value. A pricing metric that is calculated as the contract price divided by the total number of units of value under the contract.
R
Registered Visitor. A site visitor who has associated registration data.
Regular. The loyalty rating of a visitor who visits a site weekly.
Renewal Forecasting. An analytic algorithm that that suggests renewal contract pricing for a paid-content contract based on previous usage.
S
Scraper. The loyalty rating of a visitor, typically a software program, that engages in immediate, automated consumption of content.
Sell-Through Rate. An advertising metric that is calculated as the total impressions sold divided by the total inventory available during a specific time period.
U
Unit of Value. A page view of paid content which specifically excludes navigation, search, and administrative page views.
Unlicensed Use. Use of content that is specifically prohibited by the terms-of-use.
Y
Yield. A revenue metric that quantifies the percentage of contracts at or above the minimum price level.
Yield Management. The practices of assigning and tracking progress toward yield objectives at the sales representative, sales management, and executive management level.
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