Scout Opens Audience Prediction Division

US-based Scout Analytics has opened a new division, Scout Research, dedicated to developing models through which publishers can predict revenues and profits based on actual or anticipated audience size and behavior.

The Issaquah, Washington-based firm offers an SaaS application using patent-pending behavioral analytics technology to target and monetize engaged users.

Scout Research will develop models of audience behavior vs. revenue, and examine the associated issues of loyalty and revenue yield. The team will address questions such as how media consumption converts into ad inventory, which audience members can be 'monetized' by events or subscriptions, and the average revenue per user needed for sites to reach profitability.

States SVP of Strategy Matt Shanahan: '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.'

Web site: www.scoutanalytics.com .