“If people have the same information, they tend to take the same decisions.”

Digital media is enabling fast and continuous changes in the areas of marketing, sales and technology. Transparency in analytics to take the right business decisions continously is crucial for digital success.

Analytics for publishers

Experience in analytical systems for publishers indicate three important phases in the approach. 201 has used this approach with it’s reference customers.

Backoffice integration and quality assurance: the critical success factor for most of the analytics projects is to ensure the data input is correct, structured, manageable and audit-able. In close cooperation with our clients a thorough analysis is conducted from the moment the an offer is made for the advertiser and the invoice has send (or in some cases a credit note for the invoice has been executed). Next to the internal information systems also external sources from for example Comscore © and Nielsen © can be included.
Key performance indicators and balance scorecards: Over 150 key performance indicators specially designed to measure digital media business for publishers can be implemented, although the first objective is to define to top 10 performance indicators. These can include RPPV (revenue per page view), ARPU (average revenue per user), Selltrough, eCPM and cost per thousand impressions calculations. Key performance indicators have to be split per time period, site, business unit and advertiser vertical type.
Training and change management workshops: By far the most important aspect of the analytics process is to ensure usage and understanding by the stakeholders and the support offered by 201 to ensure the analytical framework becomes an integral part of change management.

201 also support advertisers with analytics in digital media, both from analytics of owned media as well as analytics to measure return on investment for advertising.

See also: Digital Media Technology

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