In paid content, how can a sales manager differentiate the up-sell vs. the retention risk between two customers with same number of page views and visits? Value Rating is the answer, or the percentage of page views that are units of value (full description of Value Rating in Part 1 of series). Using Value Rating as a metric, Scout Analytics has found that categorizing engagement on page views alone, will incorrectly classify the revenue opportunity of 15 percent of customers. The consequence of using page views as a primary metric is that sales managers will use wrong negotiation tactic with customers 15 percent of the time. Chart 1 to the right will help illustrate the limitations of page views only. The [...]
