Posted by: Matt Shanahan Web analytics fall short as a tool to monetize audiences. Web analytics are designed primarily to provide statistics about the aggregate audience but not insights into individual members. For instance, web analytics can tell you what the most popular page is for an audience, but it cannot tell you which member consumed the most pages. To effectively sell audiences, publishers need tools that move beyond audience statistics to building individual profiles of members. Reach and frequency are key metrics for selling audiences. In the B2B media industry, selling audiences requires a publisher to know how many audience members belong to a specific industry (reach of a segment) as well as the frequency of visits for each […]
Archive | Behavioral Analytics
Why Ad-hoc Visits Matter
Posted by: Matt Shanahan Okay, I’ll admit it—I’m a bit of an information junkie. I’m constantly digging for new information about the things I care about—fact, figures, and interesting new perspectives. I like to find and leverage information. At least half of the information that I use day-to-day, I get from the Internet. And while I might process more information than the average person, I gather it in the standard way. Information gathering (i.e., visits) pretty much comes in two flavors—routine and ad hoc—each offering its own opportunities to the publisher. Routine visits are by definition, pattern-based. Routine visits involve specific topics and content on a regular basis. Routine visits might be what you read daily over your […]
Importance of Visitor Loyalty
Posted by: Matt Shanahan Publishers spend lots of time and money on complex web analytics, but they’re reporting the wrong thing – unique visitors, visits, and page views. What should be reported is visitor loyalty and what contributes to increasing loyalty. Visitor loyalty is the basis for a business model on the web. Whether the business model is based on ad revenue, pay-per-view, or subscription revenue, the real foundation for success is a large and loyal set of visitors (a.k.a., large and loyal audience). To constantly improve revenues, a publisher need to understand who are the loyal visitors and what makes them loyal. Unfortunately, the Visitor Loyalty reports in web analytics packages don’t help answer those questions, but rather report […]
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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