Some content companies are moving in the data-gathering direction. In late January, SportsLine introduced a homegrown loyalty program called SportsLine Rewards. Users register for free and get points for doing things like checking scores, getting news and stats, buying products, and clicking on ads. They then trade in points for clothing, autographed sports paraphernalia, or chats with athletes. It's designed to let the sports site gather data it can use to target advertising, boost E-commerce, and increase customer loyalty.
Direct sales are another way to learn more about an audience and increase revenue at the same time.
Likewise, BabyCenter, a San Francisco-based company that started out as a site for parenting and pregnancy advice, also launched a store in October. Expectations are higher than they have been in the past for targeted data. And so, too, is competition for ad dollars. What content does have going in its favor is an audience with a common interest. But to really nail exactly who that audience is, sites need a dose of E-commerce.