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Executive Report - By Thomas Baekdal - September 2015

High-Level KPIs for Publishers

One of the big topics in the publishing world at the moment is the renewed focus on analytics. While most publishers still embrace analytics on only the most rudimentary level, it's getting pretty clear for everyone that analytics must be a key component when evaluating how things are going.

Publishers are also being put under increasing pressure from their advertisers and readers to use analytics intelligently to find value beyond what you would get from normal human editing.

But what do you look for? What is the most important thing to look at, as publishers, and what kind patterns do you want see (or not see)? What are your KPIs (Key Performance Indicators)?

Before we start, though, I want to tell you a little story.

As you may know, I run my own business. And, there is one thing that anyone who has run a business learns from day one, which is that not a single metric in your analytics system matters at the high-level.

I will say that again. Not a single metric in your analytics system matters at the top level.

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What is Baekdal?

Baekdal is a magazine for media professionals, focusing on media analysis, trends, patterns, strategy, journalistic focus, and newsroom optimization. Since 2010, it has helped publishers in more than 40 countries, including big and small publishers like Condé Nast, Bonnier, Schibsted, NRC, and others, as well as companies like Google and Microsoft.

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Thomas Baekdal

Founder, media analyst, author, and publisher. Follow on Twitter

"Thomas Baekdal is one of Scandinavia's most sought-after experts in the digitization of media companies. He has made ​​himself known for his analysis of how digitization has changed the way we consume media."
Swedish business magazine, Resumé


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