January 2016 - mather: economics

5
Jan
2016

Yield Management Using Web Analytics in Publishing

In a recently published article in Web Analytics World, (read the article here) Matt Lindsay discusses how yield management techniques can be applied to the data now available to digital publishers. Insights gained through analysis of this valuable data can be used to optimize the trade-offs between customer subscription revenues and digital advertising revenues, and identify targeted content for customers that will enhance their overall experience and increase retention and loyalty.

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