Adrian,

Recency y Loyalty son 2 métricas, en mi opinion, muy interesantes pero tambien muy complejas (supongo que esta afirmación depende de la herramienta que se utilize para medirlas).

En ambos casos, pero especialmente con el recency, hay que ser cuidadoso al intepretarlas, tratando de entender la diferencia entre visitas y visitantes, visitas nuevas y las que vuelven, ademas pensar en el borrado de las cookies.

Creo que el punto aqui es que para un media site es fundamental entender la relación que tiene con su audiencia.

¿Me conocen y saben como encontrarme? o dependo casi enteramente de Google y los otros buscadores lo que significa un factor de riesgo para mi inventario (un estornudo de mi SEO o un competidor que lo haga realmente bien y podemos tener problemas).

¿Le gustan a la gente mis contenidos? Aqui es donde entran los indicadores de tasa de rebote, tiempo medio en sitio, paginas vistas por visita al considerar una visita y de recency o lealtad al considerar la relacion de largo plazo con la audiencia.

Ademas en mi opinion, ya sea por cuidar a la audiencia o por que cada vez estamos mas cerca de modelos publicitarios CPC, CPA o CPL creo que es fundamental para los medios entender el grado de interaccion de su audiencia con las piezas publicitarias que se incluyen en sus sitios.

¿Qué posiciones, piezas y/o segmentos de audiencia tienen mejor tasa de click?

¿Aporto valor a los anunciantes y ellos a mi y a mi audiencia?

Por último en esta web 2.0 donde la capilaridad es cada vez mas importante los sitios de medios estan en una situación en que ya no solo tienen su inventario insite y el de sus comunicaciones por email, si no que ademas tienen un inventario off-site con widgets, gadgets, RSS y todo tipo de modulos que pueden extenderse por la Internet de forma controlada (patrocinios y acuerdos) o de forma organica (de la mano de los propios usuarios y bloggers). Entender el potencial de este inventario tanto a nivel de impresiones como en la captación de tráfico es muy importante para aquellos que esten aprovechando esta instancia de contacto con los usuarios.

Saludos,

Andrés

Gracias Andrés. Excelente aportación al post. Tus sugerencias ahondan en buena parte del trabajo que realizamos.
Muchas gracias

Es un placer recibir comentarios de este nivel :-)

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