Research and advisory firm Outsell, Inc., US, has announced a strategic partnership with Scout Analytics to help online paid-content providers —from media companies to business and scientific publishers — increase revenues. Outsell is offering Outsell Scout Analytics, a new subscription service building on the Scout Analytics platform. It is claimed that companies using the platform have surfaced opportunities to improve subscription revenues by an average of 10-15 percent.
It has been observed that as publishers and information providers offer more diverse online content ranging from articles to podcasts to workflow tools, they have opportunities to further monetise subscriptions. Yet, publishers are leaving money on the table by overlooking the needs and interests of customers, resulting in ‘defections,’ lost renewals, and untapped cross-selling and up-selling opportunities.
As the economic downturn puts new pressures on revenues, information companies cannot afford a one-size-fits-all approach to subscriber relationships, it is felt. Outsell Scout Analytics helps these firms better understand their customers and where the greatest value potential for their content exists. According to the company, early adopters of the product are finding that the service uncovers customer insights with a significant financial impact. For instance, an international business information provider discovered that 23 percent of its accounts had unlicensed use — a large revenue opportunity for it to monetise.
Outsell Scout Analytics seeks to give companies a window into their customer demand at the corporate and user ID levels. Companies can monetise demand by analysing unauthorised use, focus attention on customers who are at risk of not renewing, and offer active customers products they may not currently use.
The technology platform for Outsell Scout Analytics is seen to transparently monitor user sessions and aggregate a digital signature associated with a customer’s access and usage, such as device, location, identity, domain, institution and content. The technology is expected to give clients richer segmentation information and deeper visibility into content usage and demand for each customer segment, as illustrated through dashboards. Outsell works with clients to analyse the findings, and determine marketing, sales and service strategies for specific customer segments. In addition, the technology platform integrates with sales force automation (SFA) and other software to trigger sales contacts, marketing emails, or customer service follow-up.
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