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Maximize the Value of B2B Audience Engagement

Maximize the Value of B2B Audience Engagement. Outsell Scout Analytics. Who We Are. The only worldwide research and advisory firm serving the information and publishing industries Global team of 50+

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Maximize the Value of B2B Audience Engagement

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  1. Maximize the Value of B2B Audience Engagement Outsell Scout Analytics

  2. Who We Are • The only worldwide research and advisory firm serving the information and publishing industries • Global team of 50+ • Track & analyze the information equation: publishers, information managers, advertisers, content technology • Spectrum of services for all levels of the organization • Proprietary data and experienced industry analysts • Subscription, membership, and custom consulting services

  3. Outsell Scout Analytics for B2B Media Solution Comprehensive Unique B2B audience analytics for increasing publisher revenues for ads, lead generation and paid content. Software as a Service + Advisory Services In use at 43 information publishers Patented processes for analyzing, rating, and monetizing B2B online audience demand

  4. Key B2B Audience Engagement Metrics Print • Total Circulation • by Company • by Industry • User and Company Demographics • Periodic Surveys (sampling) Online • Total User Visits/Views • Frequency • Depth and Breadth • Both Print and New Online Audiences • Expanded User and Company Demographics • Continual 1:1 Analysis of Engagement by User and Company

  5. Value of B2B Audience Engagement Metrics • Deep audience engagement profiles of users and companies • Track audience engagement real time for better editorial decisions • Increased ad CPMs and conversions through better ad targeting based on audience demographics and usage patterns • Increase advertisers with new segments (e.g., local) • Better lead generation and scoring

  6. Web analytics provide metrics for content… • Conversion • Performance • Usability • Popularity

  7. But don’t provide audience metrics…..

  8. Knowing your Audience BROSWER PARAMETERS IP ADDRESS USAGE DATA User Profile Company Profile • Devices • Locations • Time of Day • Time on Site • Site Usage • Industry • Site Users • Revenue • Growth • Aggregate Site Usage

  9. Device Signature Technology Allows Aggregation of Profile

  10. Profile Building: Location City, State, Country Domain

  11. Profile Building: Company City, State, Country Domain ISP or Business Industry Revenue Employees

  12. Profile Building: Content City, State, Country Domain ISP or Business Industry Revenue Employees Topics Depth

  13. Profile Building: Searches City, State, Country Domain ISP or Business Industry Revenue Employees Topics Depth Interests

  14. Profile Building: Visits City, State, Country Domain ISP or Business Industry Revenue Employees Frequency Day of Week Hour of Day Topics Depth Interests

  15. Profile Building: User Registration Contact Info City, State, Country Domain ISP or Business Industry Revenue Employees Frequency Day of Week Hour of Day Topics Depth Interests

  16. Robust Profile of End User for Ad Targeting and Lead Scoring Targeted Ad Highly Qualified Lead

  17. Pivot to Other Views – By Company Percent of Employees Mobile vs. Office Usage Locations Business Cycles Devices Topics Corporate Interests

  18. Pivot to Other Views – By Industry Roles in Industry Workforce Mobility Trends Business Cycles Devices New Interests within Industry Hot Topics in Industry

  19. Compare Industry Segments Industry A Industry B Industry C

  20. Overall Site Trends are Easy to Follow…

  21. Value of B2B Audience Engagement Metrics • Improve the audience experience by tailoring editorial content and offers leading to more engaged readership and higher registrations • Target ads for higher CPMs and conversion rates based on: • Usage profile over time • Company and Industry • Location • Increase segments for new advertisers • Identify, attract and retain the best audience leading to highly qualified leads

  22. Maximize the Value of Customer Engagement Outsell Scout Analytics

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