Daniel Williams' web presentation for the Inland Press Association in May 2014.

1. 5 Essential (But Non-Conventional) Audience KPIs
Daniel L. Williams | Chief Executive Officer | Leap Media Solutions
And why you should be tracking them to
measure audience engagement and growth

2. Strategic Imperative
Active subscriber households
Fully-activated
Members
Retention Lift
Inland Press Association | 5 Essential But Non-Conventional KPIs
Customer relationships have become highly contextualized
Shift from an address-based to a user-based business model
Consumer monetization is taking on increasing importance
New and evolving ways to monetize audience (directly and indirectly)
The “Information Age” has given way to the “Attention Age”
Loyal readers engage brands across multiple publishing platforms
Newsmedia is well-positioned to capitalize on this strategic advantage

3. DIGITAL BRAND ENGAGEMENT
#1: Total Registered Site Users

4. #1: Total registered site visitors
Registration is a mechanism to establish a customer relationship among otherwise anonymous readers.
Inland Press Association | 5 Essential But Non-Conventional KPIs

5. Registration offers insight out of anonymous users
Inland Press Association | 5 Essential But Non-Conventional KPIs

6. Registration establishes a customer relationship
Active subscriber households
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
Registered Users of TheDay.com (Past 3 Years)
Registered Users
Registered users of TheDay.com have grown +500% since the September 2011 launch of its membership model
Inland Press Association | 5 Essential But Non-Conventional KPIs

7. Registered users become qualified prospects
Inland Press Association | 5 Essential But Non-Conventional KPIs

8. CUSTOMER LIFECYCLE MANAGEMENT
#2: Percent of Subscribers With Valid Email

9. #2: Percent of subscribers with valid email
Registration is a mechanism to establish a customer relationship among otherwise anonymous readers.
Email is a cost-effective and (for most) the preferred method of communication relating to content, renewal and loyalty marketing
Inland Press Association | 5 Essential But Non-Conventional KPIs

10. Subscribers with email are more apt to engage
Inland Press Association | 5 Essential But Non-Conventional KPIs
Valid, deliverable emails exist on 57% of active subscriptions at The Day Publishing Company

11. Sub emails enable proactive lifecycle management
Inland Press Association | 5 Essential But Non-Conventional KPIs

12. …which drives renewal conversions
Inland Press Association | 5 Essential But Non-Conventional KPIs

13. Subscribers with email retain at higher levels
0
10
20
30
40
50
60
70
80
90
100
Starts
4 wks
8 wks
13 wks
26 wks
39 wks
52 wks
65 wks
78 wks

14. TOTAL BRAND ENGAGEMENT
#3: Percent Fully-Activated Customers

15. Percent fully-activated customers
Registration is a mechanism to establish a customer relationship among otherwise anonymous readers.
Email is a cost-effective and (for many) a preferred method of communication
Progressive marketing opportunity (i.e. maximized relationship)
Inland Press Association | 5 Essential But Non-Conventional KPIs

16. Progressive activation drives customer intelligence
Inland Press Association | 5 Essential But Non-Conventional KPIs
Jim Smith is a daily subscriber who lives at 23 Day Hill Road in Lyme, CT
He registers on TheDay.com as jim.smith@gmail.com
He links his daily subscription to his online profile to activate all-access
He RSVPs and attends the Mohegan Sun Winefest VIP member-only event
He signs on for the Daily Headlines, Monday Business and Thursday Events e-newsletters
He purchases a discounted car detailing offer through Deal of The Day

17. Fully-activated customers engage brand in many ways
Inland Press Association | 5 Essential But Non-Conventional KPIs

18. RELEVANT AFFINITY MARKETING
#4: Email By Lifestyle Interests

19. Email by lifestyle interests
Registration is a mechanism to establish a customer relationship among otherwise anonymous readers.
Email is a cost-effective and (for many) a preferred method of communication
Progressive marketing opportunity (i.e. maximized relationship)
Monetize audiences through sponsored content and other channels
Inland Press Association | 5 Essential But Non-Conventional KPIs

20. Customers can share interest data several ways
EMAIL DATABASE
SUBS (Subscribers)
DIGITAL (Registrations)
WEB FORMS
(Signups/Updates)
Inland Press Association | 5 Essential But Non-Conventional KPIs

21. Matching email to address provides useful insight
An email associated to a physical address provides insight on household demographic characteristics and lifestyle interests that become useful for affinity content marketing and relevant, targeted advertising services.
Inland Press Association | 5 Essential But Non-Conventional KPIs

22. User-defined email preferences allows segmentation
Inland Press Association | 5 Essential But Non-Conventional KPIs

23. User-defined segmentation enables relevant marketing
Inland Press Association | 5 Essential But Non-Conventional KPIs

24. Affinity content generates revenue & brand loyalty
Affinity content e-newsletters average 23% open rates and 15% click-return rates. Sponsored ad positions are being sold for $10-12/M on 13-week flights.
Inland Press Association | 5 Essential But Non-Conventional KPIs

25. CONSUMER PROFIT OPTIMIZATION
#5: Revenue Per Digital Customer Record

26. Total revenue per digital customer record (DCR)
Registration is a mechanism to establish a customer relationship among otherwise anonymous readers.
Email is a cost-effective and (for many) a preferred method of communication
Progressive marketing opportunity (i.e. maximized relationship)
Monetize audiences through sponsored content and other channels
Holistic view toward consumer monetization, accounting for digital advertising, content, deals, contests, newsletters and advertising services
Inland Press Association | 5 Essential But Non-Conventional KPIs

27. Digital consumer revenues come in many forms
CATEGORY
2010
2011
2012
2013
Digital Advertising Revenue
1,500,000
1,600,000
1,725,000
1,850,000
Digital Content Revenue
-
30,000
125,000
160,000
Contest Marketing Revenue
10,000
95,000
115,000
87,500
Daily Deals Revenue
35,000
87,500
112,500
82,500
E-Newsletters Revenue
-
33,000
98,000
255,000
Ad Campaign Services Revenue
-
45,000
55,000
225,000
Total Annual Digital Revenues
1,545,000
1,890,500
2,230,500
2,660,000
Unique Digital Consumer Records (DCR)
12,132
32,249
48,975
58,642
Total Average Revenue/DCR
$127.35
$58.62
$45.54
$45.36
Inland Press Association | 5 Essential But Non-Conventional KPIs

28. Incremental revenue per DCR is substantial
CATEGORY
2010 (Baseline)
2011
2012
2013
Digital Advertising Revenue
1,500,000
+100,000
+125,000
+125,000
Digital Content Revenue
-
+30,000
+95,000
+35,000
Contest Marketing Revenue
10,000
+85,000
+20,000
(27,500)
Daily Deals Revenue
35,000
+52,500
+25,000
(30,000)
E-Newsletters Revenue
-
+33,000
+65,000
+157,000
Ad Campaign Services Revenue
-
+45,000
+10,000
+170,000
Incremental Digital Revenue Growth
1,545,000
+345,500
+340,000
+429,500
Incremental DCR Growth
-
+20,117
+16,726
+9,667
Incremental Revenue per DCR
-
+$17.17
+$20.32
+$44.43
Inland Press Association | 5 Essential But Non-Conventional KPIs

29. A consumer monetization hierarchy…
Site Visitor
Qualified Prospect
Engaged Reader
Anonymous
Registered
Fully-Activated
Monetization:
•Page views
•Single copy
Monetization:
•Page views
•Subscription
•Deals
•Contests
•Metering
Monetization:
•Page views
•Subscription
•Deals
•Contests
•Metering
•Membership
•Clubs
•eNewsletters
•Affinity Content
•Brokered services
•Content Marketing
•Others…
Inland Press Association | 5 Essential But Non-Conventional KPIs

30. 5 essential (but non-conventional) audience KPIs
Inland Press Association | 5 Essential But Non-Conventional KPIs
1. Total registered site users Registration is a mechanism to establish a customer relationship among otherwise anonymous readers
2. Percent of subscribers with valid email Email is a cost-effective and (for many) a preferred method of communication
3. Percent of “fully-activated” customers Progressive marketing opportunity (i.e. maximizing the customer relationship)
4. Email by lifestyle interests Monetize audiences through sponsored content and other channels
5. Revenue per digital customer record (DCR) Holistic view toward consumer monetization, accounting for digital advertising, content, deals, contests, newsletters and advertising services

31. Thank You
Dan Williams, Chief Executive Officer
Leap Media Solutions, LLC
860.710.5323 | 860.710.5942
daniel.williams@leapmediasolutions.com
www.leapmediasolutions.com