• What opportunities paid content holds for you • How to get started • What kinds of decisions you need to take • How to take it forward after paywall launch To see the complete webinar, click here: http://blog.pianomedia.com/beyond-the-numbersanswers-with-analytics/

1. From numbers to dollars:
How analytics helps to leverage and
increase content monetization potential

2. Overview
In this Webinar you will find out
• What opportunities paid content holds for you
• How to get started
• What kinds of decisions you need to take
• How to take it forward after paywall launch

5. Content Monetization can help you
backfill some of the revenues lost
OnlineAdvertising
Revenue
Subscription
Revenue
Before paid
content services
With paid
content services
With a data-driven approach and applying industry best
practices content monetization can be up and running in
as little as 45 days (31 to analyze + 14 days to launch)

6. When considering paid content, many
questions arise
• How much money can I make?
• Will I lose any traffic?
• How shall I charge for it?
• What subscription packages shall I offer?
• Do I need to do anything after the launch?
Applying analytics over your data bundled with
industry expertise helps answer these questions

7. The formula is simple:
How much money can I make?
# of people paying $ charged for the service
It is not rocket science, but the devil is in the details!
X

8.  How many unique visitors do
you really have?
 How many readers do you
have?
How big is your audience, really?
Traditional website tools overstate
visitors by 30 to 50 percent
20 to 50 percent of visitors do not read
any content
The number of people paying are only a subset of your visitor

9.  How many readers encounter
a paywall?
 How many will actually pay?
How big is the audience of a typical paywall?
About 5% - 10% reach metered limits
or protected content
Conversion rates are between 0.03%
and 2.5 %
The number of people paying are only a subset of your visitor
There is no one-size-fits-all answer

10. Analysis techniques and industry best practice help
determine the real potential
Sales funnel performance
Total visitors
Unique visitors
Unique readers
Readers hitting the
paywall
Subscribers
50 % to 70 %
25 % to 65 %
1.3 % to 6.5 %
0.01 % to
2.0 %
Browser identification and industry benchmarks
on number of devices per person are best used
to get to a realistic number of visitors
Ignore visits of homepage, section frontpages,
and other non-content pages
Group analysis into paid/unpaid content, do
scenario analysis on meter limits
Apply industry standards to calculate optimistic,
average, pessimistic scenarios
100%

11. The formula is simple:
How much money can I make?
# of people paying $ charged for the serviceX

12. Subscription pricing depends on various factors
 Print prices
 Industry and market benchmarks
 Your online strategy
How much should I charge?
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Ideal
High
Too High

13. Subscription pricing depends on various factors
 Opt-out trial offers and promotions
 Daily, monthly, quarterly, annual subscriptions
What’s in a package
100%
82,73%
67,33%
0%
20%
40%
60%
80%
100%
120%
0
500
1000
1500
2000
2500
3000
Tried opt-out Bought a 2nd subscription Bought a 3rd subscription

14. Different sections of your content have different
monetization potential
Monetization Models
LOYALTY
Metered paywallHard paywall
Nothing to monetize Advertising
TRAFFIC

15. Content and Reader Profiling holds valuable insights to
selecting the right metering approach
What content should I charge for?
Traffic
Loyalty
Sports
Lifestyle
Business
World News
TV
Science
Travel
Culture

16. Content consumption varies by site, so...
 How much free access do I offer?
 Over what period of time (weekly, monthly)?
Where to set the meter

17. 90 % of your audience never hit the paywall
 The majority of readers never hit the paywall and
have no idea that the site must be subscribed to
 Homepage and section fronts remain free to
maintain traffic
 Only full article pages are metered, no photo
galleries
Will I lose any traffic?

18. Industry experience shows
 There is usually no loss of display
advertising due to unsold inventory
 The loss in 3rd party ad revenues is minimal
 The usual range of pageview loss ranges
between (8-25 %)
Analysis of data and various business scenarios help optimize the
ratio of affected users and affected page views
Will I lose any ad revenues?

19.  There is no “one size fits all” paid content setting
 A site is a complex network of content in all
topics and forms
 Define your subscriptions packages with the
customer lifecycle in mind
 Launch is where the work begins
Analysing content

20. Launching paid content is just the beginning. There is a
lot of potential to optimize your revenue streams post-
implementation:
 Test different pricing levels
 Optimize meter settings
 Find and close conversion leaks in the sales funnel
 Reactivate former subscribers
A solid suite of standard reports and applied analytics
helps grow revenues over time
Conversion optimization

21. Post-launch opportunities: Test different pricing
levels
 Pricing at launch might be close, but not perfect
 A/B or multivariate testing helps to identify ideal
price points
 Apply a data-driven approach rather than “educated”
guesswork
Fine tuning your pricing

22. Post-launch opportunities: Optimize meter-settings
 Meter-optimization Analysis
When should the user be asked pay?

23. Post-launch opportunities: Find and close conversion
leaks
 Analyse Bounce Rates and Exit Rates to find out where you
miss out on opportunities
 Conduct A/B Testing on improvements
Increasing conversion rates

24. Post-launch opportunities: Reactivate former
subscribers
 Prevent churn by making re-activation offers
 Analyze inactive subscriber usage for reactivation
targeting
 Use behavioral targeting to avoid offering discounts to
subscribers likely to renew at full price
Retention modeling

25. Retention modeling

26. Want to assess your options? Consider a detailed
assessment of your options with Piano Media’s
Content Monetization Analysis (CMA)
How to get started?

27. Who are we?
Piano Media is a partnering company dedicated to
long-term support of publishing houses, helping
them employ paid content strategies and monetize
their digital content profitably.
We specialize in metered paywall systems and
sophisticated analytic intelligence.
The company was founded by former newspaper
executives and online publishers.
We have already helped to acquire substantial
revenue streams in more than 100 publishing
houses and 30 media groups including:
Newsweek, Digital First Media, Ringier Axel
Springer, M. DuMont Schauberg, Agora SA,
Verlagsgruppe Passau, Morris Publishing, DC
Thomson, GateHouse Media, Halifax Media,
PostMedia, The London Independent and others.

28. The voice of our customers
“We were very impressed by Piano’s flexibility and their integration and implementation
speed.”
Kirsten Morrison
Head of Digital
DC Thomson
“Newsweek chose Piano’s metered solution because Piano’s system has reliable technology
for identity management.”
Etienne Uzac
CEO
IBT Media
“We had strict requirements regarding how the Piano solution needed to fit our existing
technical environment and were happy that our tech teams were able to work closely and
accomplish this task.”
Michael Niedringhaus
Director of Development
M. DuMont Schauberg
“With the rapid growth of mobile and tablet browsing we felt our subscription package had
to reflect the needs of our readers.“
Maciek Nowak
Digital Director
Gazeta Wyborcza
Poland's most influential daily newspaper with over 2.2 million online users

29. THANK YOU FOR YOUR ATTENTION
QUESTIONS,COMMENTS?