It’s always encouraging to come across a media publisher that believes in audience analytics as much as we do. In a recent article The Newsonomics of the FT as an Internet retailer, The Financial Times reveals that it uses analytics all the time to drive reader revenue and advertising revenue.
The core of our real time audience analytics services hinges on making real time audience data accessible and meaningful to online media publishers. It is one thing to capture and display alot of data, but the real value is making what you capture and display actually useable. And what better way to use analytics than to help a media publisher make more money.
FT.com views itself as an Internet retailer more than an online publisher. It is a point often lost by or not even contemplated by most online media publishers. Once you realize that you are trying to sell a product (content) the same way a retailer is trying to sell a physical good, a new paradigm opens up and you can look at your online media publishing operations in a completely new way.
Where do you start? by collecting as much real time audience and revenue information as you can for each link you produce. And you continue to do this all the time, forever more.
If it seems like a daunting challenge, it is if you go it alone. It’s not if you use services like publishflow™. You can begin tracking real time audience behaviour, content performance and revenue performance for your online media property in under 5 minutes. Don’t believe me…
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