Objectives of knowledge management

party sites (which helps generate revenue from CPC and CPA deals).
● 
Visitor engagement
. The longer visitors stay on a site (its ‘stickiness’), the more page 
views that will accumulate, which again gives more opportunities for ad revenue. For a 
destination site a typical number of page views per visit would be in the range 5 to 10, 
but for a social network, media site or community the figure could be greater than 30.
Considering all of these approaches to revenue generation together, the site owner will seek 
to use the best combination of these techniques to maximise the revenue. An illustration of 
this approach is shown in Figure 2.12.
To assess how effective different pages or sites in their portfolio are at generating revenue 
using these techniques, site owners will use two approaches. The first is eCPM, or effective 
cost per thousand. This looks at the total the advertiser can charge (or cost to advertisers) 
for each page or site. Through increasing the number of ad units on each page this value 
will increase. The other alternative to assess page or site revenue‑ generating effectiveness is 
revenue per click (RPC), also known as ‘earnings per click’ (EPC). Alternatively, revenue can 
be calculated as ad revenue per 1,000 site visitors. This is particularly important for affiliate 
marketers who make money through commission when their visitors click through to third‑