The NASDAQ OMX Group Builds Subscriber Loyalty With New Analytics Services from Outsell, Inc.

Burlingame, California and Seattle, Washington — July 12, 2010 — Outsell, Inc. and Scout Analytics™ today announced the successful deployment of Outsell Scout Analytics by The NASDAQ OMX Group, Inc. (Nasdaq:NDAQ), the world’s largest exchange company, as a way to increase the loyalty of its Global Index Watch subscribers. Outsell Scout Analytics is a service for paid-content providers seeking to ensure that they are fully meeting every subscriber’s needs.

NASDAQ OMX has developed new front-end data products, including Global Index Watch, to complement its existing data-feed business, and has chosen subscriber loyalty as a key metric in measuring its success. Previously, like most paid-content providers, the group relied mainly on anecdotal feedback. Today, NASDAQ OMX uses Outsell Scout Analytics for its unique ability to measure and rate subscribers’ loyalty, information that will ultimately allow the content provider to strengthen their engagement.

“Ensuring customers receive good value from our front-end data business is critical to our success,” said Randall Hopkins, Senior Vice President, NASDAQ OMX Global Data Products. “We needed analytics that could ensure the right resources and efforts are directed toward customer needs at the right time. The customer loyalty metric gives us a lens to better see customer needs and in turn make better decisions.”

Outsell Scout Analytics is a revenue optimization solution that rates subscriber loyalty and predicts subscribers’ needs based on specific behaviors and usage patterns, using a patent- pending Demand Rating™. In addition, the bundled advisory services of Outsell, Inc. identify for the paid-content provider actionable programs to build and monetize subscriber loyalty.

Outsell Scout Analytics is providing NASDAQ OMX insight in a number of ways. The service provides NASDAQ OMX’s product managers an understanding of which subscriber segments use which data indexes to help them package the entitlements optimally. It also provides sales managers an understanding of which prospects are the most likely to receive the most value, to focus their effort on building long-term subscribers. Additionally, Outsell Scout Analytics provides account managers an understanding of which subscribers are not getting the full value of the service and might be at risk of defection. Finally, Outsell Scout Analytics provides a new basis for understanding, monitoring, and growing business – subscriber loyalty.

“The goal of Outsell Scout Analytics is to accelerate business results,” said Louise Garnett, vice president, Outsell Scout Analytics. “The integration of our analysts as part of the solution ensures a paid-content provider doesn’t need to increase staffing or technical expertise to put analytics to work in its business. Outsell Scout Analytics is quick to deploy and delivers a return on investment within weeks.”

“The strength of a product is not measured by the breadth and depth of features or data but rather by the breadth and depth of subscriber loyalty,” said Mark Upson, chief executive officer, Scout Analytics, which provides the platform on which the service is based. “The NASDAQ OMX Group understands this deeply, and is building it into its operations. Its subscribers will be sure to benefit.”

Outsell Scout Analytics is the result of a strategic partnership between Outsell and Scout Analytics to help paid-content providers improve subscription revenues and help advertisers to better monetize their audiences. For more information, please contact Greg Chagaris, co-founder and corporate development officer, Outsell, at 650-342-7123 or Chagaris@outsellinc.com.

About Outsell, Inc.
Outsell is the only research and advisory firm focused on advancing the publishing and information industries. Our international team provides independent, fact-based analysis and actionable advice about competitors, markets, operational benchmarks, and best practices, so our clients thrive and grow in today's fast-changing digital and global environment. Outsell tracks and analyzes over 7,000 information industry companies, as well as the needs, habits, and spending patterns of advertisers, enterprise information buyers, and end users. Outsell’s headquarters are in Burlingame, CA, with offices in London and in Cambridge, MA. See www.outsellinc.com.

About Scout Analytics™
Scout Analytics is the leader in revenue optimization solutions for digital publishers. Scout Analytics’ unique SaaS offering provides behavioral analytics that predicts, targets, and monetizes visitor loyalty. Scout Analytics is a venture-backed company headquartered in Issaquah, Washington. To learn more about Scout Analytics, visit www.scoutanalytics.com or call 425.649.1100. Follow the Scout Analytics blog at http://blog.scoutanalytics.com.

Media Contact:
Dawn Ringel,
Warner Communications for Outsell, Inc.
781.449.8456
dawn@warnerpr.com

Kristina Molfino
Kulesa Faul Inc. for Scout Analytics™
650.340.1992
Kristina@KulesaFaul.com