In organizations that publish content, metrics and key performance indicators are used to prove the worth of content strategy practices and solutions to management teams and decision makers. But ROI is not just about more products being sold, conversions of customers or operational efficiencies gained. This presentation will show that by using solid, hard metrics, content creators and managers can improve their content. Metrics necessary for the following optimized content experiences will all be addressed: content personalization, taxonomy and metadata, production and content lifecycle, content effectiveness, governance and, mobile.
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Positioning Content for Success: A Metrics Driven Strategy
REBECCA SCHNEIDER, PRESIDENT, AZZARD
CONSULTING
KEVIN P NICHOLS, DIRECTOR AND GLOBAL
PRATICE LEAD OF CONTENT STRATEGY
@ SAPIENTNITRO
AZZARD CONSULTING
AZZARDCONSULTING
Today’s Agenda
1. Introduction
2. Definitions
3. Content Personalization
4. Taxonomy and Metadata
5. Production and Content Lifecycle
6. Content Effectiveness
7. Governance
8. Mobile
9. Pitfalls
10.
Feedback and Contact Info
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1. Introduction
AZZARDCONSULTING
Introduction
Rebecca Schneider
President, Azzard Consulting18 Years experience in Information ManagementIndustries: Retail, Auto Manufacturing, Financial Services, Technology
Kevin Nichols
Director, Global Practice Lead, Content Strategy, Sapient/Nitro17 Years experience in the Web Development IndustryKey Clients: MIT Open Courseware, Hewlett Packard, Sprint, Intel
AZZARDCONSULTING
ROI for Content Strategy is one thing. . .But, how do we leverage metrics for content development??
We will answer which metrics are necessary to: Measure content efficacy
Refine personalized content experiences and ensure future success
Develop useful metadata and taxonomies
Measure what’s important for publishing and content lifecycle
Ensure effective content governance
Capture the important information specific to mobile
And, avoid metrics and analytics pitfalls
Why do this presentation?
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2. Definitions
AZZARDCONSULTING
MetricsTangible measures of inputs and outputs.
Key Performance IndicatorsA set of metrics used to quantify success of an organization’s activities.
AnalyticsConclusions drawn from metrics.
Metrics Definitions
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Quantitative measurements: numbers, facts. It’s the “What.”
Examples:Web & Mobile
Conversions
# Visits
Time on Site
Media
Click-through Performance on Advertisements/Banners
Search
Internal, Organic, Paid – keyword usage
When to useThere is a need to demonstrate a quantifiable return on investment.
Too much anecdotal information is being used to make decisions.
Hard Metrics
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Soft Metrics
Qualitative: stories, feelings/motivation. It’s the “why.”
ExamplesPrimary Research
Focus Groups
Secondary Research
Marketing Trends
Social Listening – Digital Anthropology
Online Behavioral Analysis
Surveys
Customer Satisfaction
When to useTrying to understand customer behavior (needs, motivations, perceptions).
Further understand the hard metrics data.
Warning: do not use qualitative measurements to the exclusion of all else.
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3. Content Personalization
AZZARDCONSULTING
Tailoring the online experience to a specific user:
Terms to describe aspects of personalization:
Content Personalization
Targeted offers
IntelligentCustomersegments
Business Rules Dynamic Pages
Contextual Ads
Ad Server
Relevant
Guided Selling
RecommendationsPersonas
Targeted Messaging
Targeted Content
User Generated Content
Cross-Sell
Intent-Based search
Up-Sell
User Types
Counter Offer
Need Based Shopping
Social Marketing Behavioral Targeting
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Content Personalization
Favorite Metric:
Click stream (customer journey through site)Clearance Page > Men’s Coats > Shearling Coat > Add to Cart > Purchase Completion
Other Metrics:
Length of Visit Per PageDecision/Compare: Snow-blower Comparison
Depth of VisitResearch: Samsung 50” Flat Screen TV (Product Specifications)
Where does the customer go? Where can content be personalized?
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Content Personalization
What is the customer interested in? Their reason for coming to site?
Favorite Metric:
Customer Interaction History (profile or cookie-based)
Accessories for previously purchased item: bracelet charm
Metrics captured for mobile can be very similar to those captured for other form factors. However, the analytical perspectives will differ because of the physical nature and practical constraints when dealing with smaller form factors. Also user tasks are different from Web behavior. For example*:
68 percent mobile searches result in a map look up
61 percent of local mobile searches result in a phone call
59 percent of mobile users interact with businesses via social media regularly.