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Executive Report - By Thomas Baekdal - September 2011

The Future of Analytics for Publishers

We are at the beginning of a shift. We realize that our analytics is giving us the wrong answers. And there is a trend forming in the analytics community to fix it

There is an interesting trend in the world of analytics. Just like the big trend in social media is now "return of investment", the big trend in analytics is that we are beginning to question the value and accuracy of our metrics.

What we are realizing is that our impressive web statistics are not matching reality. You see this with paywalls and how no newspaper are able to reach their projections. You see it when with digital advertising, which isn't providing a positive return.

Something doesn't add up.

It is the same with the new real-time analytics solutions. They are extremely dangerous to use because they are not aligned with what really matters.

In this article, I'm going show you what the problem is and what you need you to do instead. I cannot give you a final solution, because none exists, but I will point you in the right direction. You should actively use your analytics to design your article to help you grow. You don't want to give everyone the same thing. A subscriber is vastly different from a one-time visitor who just clicked on a link.

Web Analytics is not designed with publishers in mind.

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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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