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Behavioral Segmentation of Trials Brings New Intelligence to Sales Teams

Seattle, Wash. — February 8, 2024 — Scout Analytics™, the leader in revenue intelligence solutions, announced today that SourceMedia has significantly increased sales productivity from the use of Scout® Yield Optimizer.

SourceMedia, an Investcorp company, is a B2B media company serving the financial industry and the related fields of professional services and technology. SourceMedia offers subscribers professional online information services through flagship brands like American Banker and Bond Buyer. To aid its efforts around focusing sales efforts on the most highly engaged prospects, SourceMedia implemented Scout Yield Optimizer last year.

Scout Yield Optimizer scores each trial subscriber based on their usage patterns, and compares that score to existing paying customers.  Trials that most resemble existing customer usage patterns are flagged for sales representatives.   Using this information, sales representatives have the immediate ability to focus on the trial subscriptions that are most likely to convert into revenue.

"Gaining insight to the online behavior of potential customers through Scout has been a game-changer for SourceMedia," says Adam Reinebach, executive vice president of circulation and marketing solutions.   "Each month we've seen a higher-than-normal conversion rate on the customers Scout has flagged, and our sales reps are still finding new ways to monetize this analysis."

During the initial application of Scout Yield Optimizer, SourceMedia focused almost exclusively on converting potential customers to paid users.  But in recent months, the company has begun tracking its existing subscribers more closely, and has altered the timing of its renewal efforts so they coincide with spikes in usage—when the customers are most engaged.

Reinebach said the implementation of Scout last year was an important step in moving away from traditional circulation marketing tactics like direct mail, mass marketing and transaction-based selling, in favor of a more targeted, analytics-driven approach that is yielding a higher ROI.

"Data-driven selling is becoming the difference-maker for winners," said Mark Upson, president and CEO of Scout Analytics. "SourceMedia is a forward-thinking organization that understands how behavioral analytics can fill the intelligence gaps in the trial process and increase revenue."

About Scout® Yield Optimizer
Scout Yield Optimizer, a revenue intelligence and advisory service, reveals precisely how customers engage with content so sales teams can set an optimal price for every contract based on actual customer behavior. With powerful behavioral analytics in Scout Yield Optimizer, an online service company can significantly increase revenue yield from subscription renewals and trials.

About Scout Analytics™
Scout Analytics™ is the leading provider of revenue intelligence and advisory services that enable information services, media publishing, and software-as-a-service companies to leverage behavioral analytics to maximize their online revenue and profits. Scout Analytics' unique solution allows sales and marketing to predict, target, and monetize visitor engagement. Scout Analytics is a venture-backed company headquartered in Issaquah, Washington. To learn more about Scout Analytics, visit www.scoutanalytics.com or call 425.649.1100. Scout Analytics is a trademark of Scout Analytics, Inc.  Scout is a registered trademark of Scout Analytics, Inc.

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