The recent flurry of reports that elevated web analytics to the top of the content providers' collective agenda says it all: Content providers simply need more basic information about their users' habits, needs, and interests to meet their changing demands. Outsell Inc and Scout Analytics have now teamed up in a strategic partnership to help online content providers boost revenues with a new service called Outsell Scout Analytics. This subscription service, which is built on the Scout Analytics platform, reveals opportunities that can reportedly increase subscription revenues by about 10% to 15%. Armed with such targeted data, content providers can switch their focus to follow the leading indicators of specific revenue optimization.
20 InformationToday February 2010 www.infotoday.com Outsell Scout Analytics: A Strategic Partnership G ot content? Then you’re sure to ing demands. For example, the American content online if they had to pay a fee. revenues with a new service called Outsell want to know how it is being Press Institute reports that 60% of news- And if they had to pay such a fee, con- Scout Analytics. This subscription serv- used and just who is using it. paper executives are pondering their op- sumers also report that only 3% of them ice, which is built on the Scout Analytics The recent flurry of reports that ele- tions for paid content, although 90% of would prefer to have micropayments to platform, reveals opportunities that can vated web analytics to the top of the con- them do not currently charge fees. Like- access a publisher’s content. reportedly increase subscription revenues tent providers’ collective agenda says it wise, Forrester’s report, titled “Publishers So what is a content provider to do? by about 10% to 15%. all: Content providers simply need more Need Multichannel Subscription Models,” Outsell, Inc. and Scout Analytics have basic information about their users’ habits, contends that most consumers (80%) now teamed up in a strategic partnership needs, and interests to meet their chang- wouldn’t access newspaper and magazine to help online content providers boost “With the number of ads migrating from print to digital, content providers need to find other options,” says Anthea Stratigos, CEO and co-founder of Outsell, Inc. The nature of content is changing too, she says. There is no one-size-fits-all op- tion any more. Consumers want choices. “The wave of the future is unleashing content in a variety of containers, from www.faulkner.com books to Kindles and from mobile devices to laptops,” she says. Not only that, but CLICK open the world of IT, hundreds of newcomers to the content in- communications, and dustry will be pursuing a fixed budget for security intelligence marketing and advertising dollars, ac- open 24/7 cording to an Outsell study released at the end of 2009. But the fact still remains that 80% of consumers say they aren’t willing to pay to access content. Faulkner Advisory on Computer But one of the basic tenets in and Communications Technologies all the studies is the uncertainty of who is willing to pay for content and why. “I’m not surprised,” says Louise Garnett, vice pres- Expert reports for IT, Business, Government, ident of Outsell Scout Analytics. “Con- Academic, and Library Professionals sumers are willing to pay for some content such as medical information, movies, ring- F ACCT is a comprehensive web-based library of reports covering key technology s tones, apps for their handhelds,” she says. areas such as CRM, content management, data networking, broadband, network “And look at ConsumerReports.org as a security, ecommerce, wireless communications, and more. good example of a trusted site where users are willing to pay for content.” But the fact a ORCHESTRATE a realistic technology strategy for your organization still remains that 80% of consumers say a TRACK critical technology advancements and monitor emerging trends
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