Sorry, we could not find the combination you entered »
Please enter your email and we will send you an email where you can pick a new password.
Reset password:


Plus Report - By Thomas Baekdal - March 2016

Measuring Impact Is Critical For Niche Verticals

There is something wonderful happening in the world of analytics, in that the trend towards far more meaningful and actionable analytics is picking up speed. And not only that, but we are starting to see more companies defining their business model around this new type of data.

In publishing we have seen how we have moved from first a view based form of analytics to attention based analytics, championed by companies like Chartbeat. But now we are moving a step further into the new world of impact based analytics.

Think about how big a change this is. It's absolutely wonderful.

But there is another change that I and many others have been talking about for years that we are now finally starting to see in real-world use. And that's how analytics needs to be flipped upside down.

The problem with analytics today is that it's based almost entirely on the 'funnel'. You start at the beginning and then you follow their path all the way down to a conversion (the end).

There are a number of problems with this line of thinking.

The first problem is that it defines the end to be when people buy something. This is not the end at all. That's part of the beginning of a much longer relationship (hopefully) defined by repurchase rates and customer lifetime value.

Just think about it. How many analytic reports have you seen where lifetime value and customer momentum were the primary metrics that everything else revolved around? None, right? At best, this extremely important piece of data is hidden under some kind of sub-reports, or often only revealed through custom reports.

This 24 page report is exclusive for subscribers. (login)

Try it free for one week

Register to try out Baekdal Plus completely for free for one week.

for just...
for just...
You get two months for free


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.



The Baekdal Plus Newsletter is the best way to be notified about the latest media reports, but it also comes with extra insights.

Get the newsletter

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