Don't let anonymous audiences pull you down

emedia vitals reporting:
The anonymous audience is a revenue anchor that pulls down business performance for media publishers. A behavioral analysis of fly-by visitors highlights just how much of a drag they are on the revenue model.
A robust revenue model creates multiple streams of revenue from an audience member. The revenue potential of an audience member is defined by both the engagement behavior with media (i.e., advertising revenue) and the purchase behavior for events, daily deals, commerce or subscriptions (i.e., direct revenue). To quantify the revenue drag of the anonymous audience, Scout Research analyzed the revenue potential of an anonymous visitor compared to a registered visitor at every level of loyalty (i.e., fly-bys, occasionals, regulars and fans).
The infographic to the right illustrates the results from the analysis of anonymous fly-bys compared to registered fly-bys within an audience. For the analysis, a fly-by was defined as a visitor who visited the site no more than once every two months. The analysis looked at six months' worth of audience activity on a media website.
The first notable difference between anonymous and registered fly-bys is that registered fly-bys generate 7.5 times more page views than anonymous fly-bys. In other words, registered fly-bys have 7.5 times more revenue potential for the display advertising on the site.
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