five essential (but non-conventional) audience kpis
DESCRIPTION
Daniel Williams' web presentation for the Inland Press Association in May 2014.TRANSCRIPT
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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
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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
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DIGITAL BRAND ENGAGEMENT
#1: Total Registered Site Users
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#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
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Registration offers insight out of anonymous users
Inland Press Association | 5 Essential But Non-Conventional KPIs
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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
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Registered users become qualified prospects
Inland Press Association | 5 Essential But Non-Conventional KPIs
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CUSTOMER LIFECYCLE MANAGEMENT
#2: Percent of Subscribers With Valid Email
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#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
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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
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Sub emails enable proactive lifecycle management
Inland Press Association | 5 Essential But Non-Conventional KPIs
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…which drives renewal conversions
Inland Press Association | 5 Essential But Non-Conventional KPIs
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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
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TOTAL BRAND ENGAGEMENT
#3: Percent Fully-Activated Customers
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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
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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 [email protected]
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
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Fully-activated customers engage brand in many ways
Inland Press Association | 5 Essential But Non-Conventional KPIs
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RELEVANT AFFINITY MARKETING
#4: Email By Lifestyle Interests
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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
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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
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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
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User-defined email preferences allows segmentation
Inland Press Association | 5 Essential But Non-Conventional KPIs
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User-defined segmentation enables relevant marketing
Inland Press Association | 5 Essential But Non-Conventional KPIs
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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
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CONSUMER PROFIT OPTIMIZATION
#5: Revenue Per Digital Customer Record
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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
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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
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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
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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…
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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
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Thank You
Dan Williams, Chief Executive Officer Leap Media Solutions, LLC
860.710.5323 | 860.710.5942 [email protected]
www.leapmediasolutions.com