Five Essential (but Non-Conventional) Audience KPIs

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

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

DIGITAL BRAND ENGAGEMENT

#1: Total Registered Site Users

#1: Total registered site visitors

Registration is a mechanism to establish a customer relationship among

otherwise anonymous readers.


Registration offers insight out of anonymous users


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


Registered users become qualified prospects


CUSTOMER LIFECYCLE MANAGEMENT

#2: Percent of Subscribers With Valid Email

#2: Percent of subscribers with valid email



Email is a cost-effective and (for most) the preferred method of

communication relating to content, renewal and loyalty marketing


Subscribers with email are more apt to engage


Valid, deliverable emails exist on 57% of active subscriptions at The Day Publishing Company

Sub emails enable proactive lifecycle management


…which drives renewal conversions


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

TOTAL BRAND ENGAGEMENT

#3: Percent Fully-Activated Customers

Percent fully-activated customers



Email is a cost-effective and (for many) a preferred method of

communication

Progressive marketing opportunity (i.e. maximized relationship)


Progressive activation drives customer intelligence


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

Fully-activated customers engage brand in many ways


RELEVANT AFFINITY MARKETING

#4: Email By Lifestyle Interests

Email by lifestyle interests




communication


Monetize audiences through sponsored content and other channels


Customers can share interest data several ways

EMAIL DATABASE

SUBS

(Subscribers)

DIGITAL

(Registrations)

WEB FORMS

(Signups/Updates)


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.


User-defined email preferences allows segmentation


User-defined segmentation enables relevant marketing


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.


CONSUMER PROFIT OPTIMIZATION

#5: Revenue Per Digital Customer Record

Total revenue per digital customer record (DCR)




communication


Monetize audiences through sponsored content and other channels

Holistic view toward consumer monetization, accounting for digital

advertising, content, deals, contests, newsletters and advertising services


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


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


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…


5 essential (but non-conventional) audience 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

Thank You

Dan Williams, Chief Executive Officer Leap Media Solutions, LLC

860.710.5323 | 860.710.5942 [email protected]

www.leapmediasolutions.com

Data & Analytics

Five Essential (but Non-Conventional) Audience KPIs