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Scout Analytics(TM) Launches New Scout(R) Research Division to Develop Behavioral Models to Predict Audience Monetization

Research Program Focused on Evaluating Revenue Potential of Audiences (November 15, 2011)

SEATTLE, WA -- (Marketwire) -- 11/15/11 -- Scout Analytics™, the leader in revenue intelligence solutions specifically designed for publishers, today announced the formation of Scout® Research, a division of Scout Analytics dedicated to developing behavioral models of online audiences. The goal of this new group is to help publishers by developing methodologies for predicting revenues and profits based on actual or anticipated audience size and behaviors.

From multiple studies, Scout Analytics concluded the digital disruption to media revenue is caused by the shift of monetization from distribution of media to consumption of media. This monetization shift will force a structural change in revenue streams. Just as digital music extracted the margins out of album sales and shifted artist revenue to concerts, digital is shifting the revenue mix of publishers as advertising margins decrease. Scout® Research was launched to develop audience behavioral models and evaluate revenue questions such as:

  • How does media consumption translate into advertising inventory?
  • What is the distribution of that consumption across the audience?
  • Which audience members can be monetized by events or subscriptions?
  • How much can revenue increase beyond advertising?
  • What is the average revenue per user required to reach profitability?

As part of the group's charter, Scout® Research will publish alerts one to two times per month of new audience modeling findings and insights to foster industry awareness and discussion. Research will center on developing models of audience behavior vs. revenue examining the issues of loyalty and revenue yield. The research alerts are intended for any online publisher such as information services, media publishing and software-as-a-service companies. The research alerts are free to anyone who registers.

"In most cases, popular opinion regarding digital disruption and how to respond are wrong when you look through the lens of audience behavior," said Matt Shanahan, SVP of strategy for Scout Analytics. "Our initial research shows that digital revenues are under the most pressure from the unrecoverable loss in ad inventory and not because of online ad prices. New methods for analyzing an audience will help publishers avoid guessing and enable them to find monetizable opportunities faster."

To register for the free Scout Research Alerts service, please visit In addition the alerts, one-on-one briefings regarding research can be scheduled via the contact us page, at

About Scout Analytics
Scout Analytics is the leader in revenue intelligence solutions specifically designed for publishers. Scout Analytics' unique solution allows publishers to predict, target, and monetize visitor engagement. Scout Analytics is a venture-backed company headquartered in Issaquah, Washington. To learn more about Scout Analytics, visit or call 425.649.1100. Scout Analytics is a trademark of Scout Analytics, Inc. Scout is a registered trademark of Scout Analytics, Inc.

Media Contact:
Kristina Lanpheir
Kulesa Faul Inc. for Scout Analytics
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