Digital media pay walls give rise to true engagement ROI

Ongoing debates surrounding the topic of “free news versus digital media pay walls” present an interesting opportunity for web analytics professionals.  If there’s one thing I learned during my stint in new media, it’s that news organizations have historically had a poor grasp on establishing sustainable revenue models to support substantial distribution costs and sizable staff counts.  I say “historically” because savvy media companies are becoming increasingly capable of correlating content consumption to revenue streams and optimizing their advertising models for greater ROI.  The latter have been forced to cut back on content acquisition or workforce, and even now consider the use of pay walls.  But that’s not necessarily a bad thing! For analysts, pay walls introduce a great opportunity to test the efficacy of both models. Continue reading Digital media pay walls give rise to true engagement ROI

Dennis Mortensen in-depth Q&A, sneak peek at SES New York

Dennis Mortensen of Yahoo Web AnalyticsI’m a big fan of Search Engine Strategies because it’s one of those shows that really draws the best and brightest in online marketing and web analytics.  My special guest today is Dennis Mortensen, former COO of IndexTools, currently the Director of Data Insights at Yahoo! and member of the Board of Directors at the Web Analytics Association.  Dennis is a frequent speaker at SES events, and will be co-hosting a panel entitled “Meaningful SEO Metrics: Going Beyond the Numbers” at SES New York. Continue reading Dennis Mortensen in-depth Q&A, sneak peek at SES New York