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Plus Report - By Thomas Baekdal - February 2018

A Deep Dive into the Future of Subscriber Analytics

The most significant shift in digital media is how everyone has realized that subscriptions are essential to their future revenue. The days when advertising was the driving force behind publishers are long gone.

Lots of things need to change for publishers to be successful with online subscriptions, and I have talked about many of these changes in my other Plus reports. One thing that is dramatically different is how we talk about analytics.

The difference between measuring your performance for an unknown audience compared to a known audience is amazing. Because as soon as people subscribe, you also have the ability to track them as individuals. And this changes everything.

Not only do you realize that your existing metrics are very poor, (because those metrics don't work with subscribers) but you also realize that the way you measure things isn't designed to give you the answers that you need.

So, in this 32 page Plus report, we are going to take a deep dive into the amazing world of subscriber analytics. You will learn why they're so important, what metrics you should be looking at, and how to get insights from looking at each person rather than at your traffic as a whole.

Before we start: A word about GDPR

As you already know, a new privacy regulation will come into effect in Europe called GDPR, and it makes a number of important changes in what you can do.

In short, the changes are simple. The data that you use has to be transparent and available for people to see. You can only use data that people have given consent to, which basically means that you can only use data that you have collected directly. Going out and buying audience profile data from data brokers is a big no. And finally, you are only allowed to collect data that is relevant and limited to what people are using your business for.

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Baekdal Plus is your premium destination for trends and analysis for the media industry. Every year you get 25 reports about the future media trends, business and editorial strategies, monetization analysis and insights about how to use analytics specifically for publishers.

As a subscriber, you also get full access to all the Plus reports (more than 200) published over the past 8 years, as well as the ability to share what you read.

I'm a company, can we pay via an invoice?

Yes, of course, please write to and I will send you a regular invoice that you can pay via your bank. I will need your company name, address and VAT number (if within the EU). Also, please note that due to this process being manual, this will be for an annual subscription only.

Is there an Enterprise Plan?

Yes, please write to for details. But for 25-99 users: the price is 20% off the subscription price ($79/year per user), 100+ users is a fixed price at $5,000 (for all combined).

Can you create a report just for us?

Yes, please head over to Baekdal Media to read about consulting where I can help you with strategy reviews, trend and strategy reports, and strategic guidance for you media company or a specific publication.



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Thomas Baekdal

Founder, media analyst, author, and publisher. Follow on Twitter

"Thomas Baekdal is one of Scandinavia's most sought-after experts in the digitization of media companies. He has made ​​himself known for his analysis of how digitization has changed the way we consume media."
Swedish business magazine, Resumé


—   analytics   —


Creating a propensity model for publishers


How my focus on analytics has changed as an independent publisher


How can publishers measure trust and other editorial metrics?


A guide to analytics for independent journalists


Why producing less news leads to a boost in subscriptions


GDPR: How publishers can track things without tracking people