Bill Baird, our INSIDER Guide to Inside Metrics, is a leading Internet subscription marketing advisor, specializing in insightful metrics and marketing practices to help subscription-driven online properties convert and retain more visitors and customers. 

His clients have included AmericanGreetings.com, Consumer Reports Online, Socrates.com, Edweek.org, Merriam-Webster.com, The Motley Fool and numerous others.  He is a contributor to numerous industry trade magazines and websites, as well as a popular speaker for a variety of web marketing trade organizations.

Prior to becoming a consultant, he oversaw 15 years of expansive growth at The Synapse Group, Intuit, Ziff Davis Media and Time Inc. Magazines

Website: www.bairdmarketing.com

Articles

INSIDE METRICS: The Detailed Retention Report Tutorial

To understand your retention opportunities and trends, you need to have a simple way to track attrition patterns. But you also need a methodology which accommodates different billing periods and the fact that some customers pay for only part of a term and then cancel. Part of our four-part INSIDE Metrics series on measuring subscription retention, this on-demand tutorial outlines the basic concepts in the series and specifically, train viewers on using the detailed Excel spreadsheet in Part III of our INSIDE Metrics: Retention series.


Inside Metrics: Subscription Retention Workbook (Part III)

Effective monitoring of subscriber retention is the result of understanding retention opportunities and trends, tracking attrition patterns, developing a tracking methodology, and applying those metrics in order to manage your retention business more effectively. Use this excel workbook to track and manage your subscribers and members.


Inside Metrics: Measuring Retention Rate (Part II)

We are publishing a three-part INSIDE Metrics series on measuring subscription retention.In this article, Part II, we will provide some basic retention measurement concepts; show you how to use the Retention Trends Report to spot changes in your business early; and introduce the Retention Detail Report, which is the most complex and powerful report in the series.


Inside Metrics: Measuring Retention Rate (Part I)

To understand your retention opportunities and trends, you need to have a simple way to track attrition patterns. But you also need a methodology which accommodates different billing periods and the fact that some customers pay for only part of a term and then cancel. Part I of this guide introduces two basic measurement concepts. Then Part II shows you specific ways to apply those metrics to manage your retention business more effectively.


Inside Metrics: Site Overview Reports

In this Inside Metrics Guide, Site Overview Reports, we will talk about two high-level reports which are the radar scope which enable you to benchmark high-level business performance across revenue sources and identify areas where you need to do closer research.


Inside Metrics: Subscription By Channel Report

In this Inside Metrics Guide, the Subscription By Channel Report, we will talk about how to interpret any report in 3 minutes or less and specifically, the Subscription By Channel Report.


Inside Metrics: The Four Basic Secrets to Leveraging Your Numbers

The Four Basic Secrets to Leveraging Your Numbers will outline a few fundamental secrets to building a reporting infrastructure that you can really leverage. There are four in all:

Have a clear, actionable purpose behind every metric;

To think like a marketer, obsess about drivers -- not total numbers;

Benchmark your marketing drivers in these three ways; and,

Align marketing, finance and operations metrics at the outset.