Content Analytics - Reporting

Transcript

Welcome to this video on Content Analytics reporting in Customer Journey Analytics. We’ll review the template-generated reports and visualizations on how site content performs. Let’s dive in. Content Analytics automatically records, tags, and tracks the assets on your website, as well as the overall page experience that the visitor sees, without the need for manual tagging. It includes new content dimensions, such as Asset ID and Experience ID, as well as metadata attributes like colors, emotions, lighting, and photography styles. New content metrics, including asset and experience views, clicks, and CTR are available. We’re looking at the dedicated Content Analytics template. It generates reports and visualizations on how your site content performs. Not only can you see content performance metrics like views and clicks, but also conversion metrics such as orders, bookings, and revenue, or any metric you measure in Customer Journey Analytics. You can now attribute key success metrics to content engagement on your website, providing a data point that was previously manual to capture and analyze without Content Analytics. Content Analytics allows content strategists and analysts to measure performance and conversion down to the asset level. This provides insights on how individual assets perform on your website and informs your content strategy for optimizing users’ site experiences. The report can tell me things like which assets have disproportionate views to clicks. Here we can see that the fifth asset is getting substantially less revenue than it did seven days ago. Notice how long this asset has been in circulation and how many experiences it’s part of. This could mean that the asset is now stale and explain the declining revenue conversions. Now we’ll look at a different asset. We use this asset in several places on the site and want to see how that impacts its effectiveness and what we can do to improve it. I see that this asset has a high click-through rate and drives a high volume of borders in the second experience, which is on the India destination page. If I examine this more closely, there’s another promising placement for it in the fifth experience, which is on the homepage. Although views are lower, the click-through rate is higher than the second experience. As the content strategist, these insights suggest that the asset should be prioritized in terms of visibility on the homepage experience. I might also consider removing it from the remaining experiences except the India destination page, as this asset performs better in those experiences. Here’s an example of a content dimension that was automatically detected, assigned, and classified by Content Analytics, meaning code did not have to be manually applied to the assets. This report provides insights on how and which foreground colors in my assets impact conversion behavior. Breakdowns of the foreground colors by asset helps me better understand how the different assets with different elements in the foreground perform, like blue. Colors are just one of many things that Content Analytics can detect. It picks up things like which social groups are in an image and what scenes they’re in. A lot of information is known about the text in the experience. For example, Content Analytics automatically determines what keywords apply to the text and what narratives it was used in. It could even pick up which marketing emotion that the text appeals to. I can break down any asset ID by dimensions. In this example, I’m using Asset Perception ID instead of Asset ID. Sometimes the same image is duplicated on your site with a different image URL. Asset Perception groups these duplicates under a single ID. Because assets change on a page, each asset is broken down by Experience ID. This identifies which version of the page the asset appeared on. And that’s the template-generated reporting for Content Analytics. Powerful, efficient, and ready to elevate your marketing. Thanks for watching!