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From numbers to dollars:
How analytics helps to leverage and
increase content monetization potential
Overview
In this Webinar you will find out
• What opportunities paid content holds for you
• How to get started
• What kin...
Content Monetization can help you
backfill some of the revenues lost
OnlineAdvertising
Revenue
Subscription
Revenue
Before...
When considering paid content, many
questions arise
• How much money can I make?
• Will I lose any traffic?
• How shall I ...
The formula is simple:
How much money can I make?
# of people paying $ charged for the service
It is not rocket science, b...
 How many unique visitors do
you really have?
 How many readers do you
have?
How big is your audience, really?
Tradition...
 How many readers encounter
a paywall?
 How many will actually pay?
How big is the audience of a typical paywall?
About ...
Analysis techniques and industry best practice help
determine the real potential
Sales funnel performance
Total visitors
U...
The formula is simple:
How much money can I make?
# of people paying $ charged for the serviceX
Subscription pricing depends on various factors
 Print prices
 Industry and market benchmarks
 Your online strategy
How...
Subscription pricing depends on various factors
 Opt-out trial offers and promotions
 Daily, monthly, quarterly, annual ...
Different sections of your content have different
monetization potential
Monetization Models
LOYALTY
Metered paywallHard p...
Content and Reader Profiling holds valuable insights to
selecting the right metering approach
What content should I charge...
Content consumption varies by site, so...
 How much free access do I offer?
 Over what period of time (weekly, monthly)?...
90 % of your audience never hit the paywall
 The majority of readers never hit the paywall and
have no idea that the site...
Industry experience shows
 There is usually no loss of display
advertising due to unsold inventory
 The loss in 3rd part...
 There is no “one size fits all” paid content setting
 A site is a complex network of content in all
topics and forms
 ...
Launching paid content is just the beginning. There is a
lot of potential to optimize your revenue streams post-
implement...
Post-launch opportunities: Test different pricing
levels
 Pricing at launch might be close, but not perfect
 A/B or mult...
Post-launch opportunities: Optimize meter-settings
 Meter-optimization Analysis
When should the user be asked pay?
Post-launch opportunities: Find and close conversion
leaks
 Analyse Bounce Rates and Exit Rates to find out where you
mis...
Post-launch opportunities: Reactivate former
subscribers
 Prevent churn by making re-activation offers
 Analyze inactive...
Retention modeling
Want to assess your options? Consider a detailed
assessment of your options with Piano Media’s
Content Monetization Analys...
Who are we?
Piano Media is a partnering company dedicated to
long-term support of publishing houses, helping
them employ p...
The voice of our customers
“We were very impressed by Piano’s flexibility and their integration and implementation
speed.”...
THANK YOU FOR YOUR ATTENTION
QUESTIONS,COMMENTS?
Beyond The Numbers: Answers With Analytics
Beyond The Numbers: Answers With Analytics
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Beyond The Numbers: Answers With Analytics

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• 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/

Published in: Data & Analytics
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Beyond The Numbers: Answers With Analytics

  1. 1. From numbers to dollars: How analytics helps to leverage and increase content monetization potential
  2. 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
  3. 3. 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)
  4. 4. 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
  5. 5. 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
  6. 6.  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
  7. 7.  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
  8. 8. 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%
  9. 9. The formula is simple: How much money can I make? # of people paying $ charged for the serviceX
  10. 10. 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
  11. 11. 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
  12. 12. Different sections of your content have different monetization potential Monetization Models LOYALTY Metered paywallHard paywall Nothing to monetize Advertising TRAFFIC
  13. 13. 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
  14. 14. 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
  15. 15. 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?
  16. 16. 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?
  17. 17.  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
  18. 18. 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
  19. 19. 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
  20. 20. Post-launch opportunities: Optimize meter-settings  Meter-optimization Analysis When should the user be asked pay?
  21. 21. 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
  22. 22. 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
  23. 23. Retention modeling
  24. 24. Want to assess your options? Consider a detailed assessment of your options with Piano Media’s Content Monetization Analysis (CMA) How to get started?
  25. 25. 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.
  26. 26. 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
  27. 27. THANK YOU FOR YOUR ATTENTION QUESTIONS,COMMENTS?

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