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Positioning Content for Success – A Metrics Driven Strategy
 

Positioning Content for Success – A Metrics Driven Strategy

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    Positioning Content for Success – A Metrics Driven Strategy Positioning Content for Success – A Metrics Driven Strategy Presentation Transcript

    • AZZARD CONSULTINGPositioning Content for Success:A Metrics Driven StrategyREBECCA SCHNEIDER, PRESIDENT, AZZARDCONSULTINGKEVIN P NICHOLS, DIRECTOR AND GLOBALPRATICE LEAD OF CONTENT STRATEGY@ SAPIENTNITRO © COPYRIGHT 2013 SAPIENT CORPORATION & AZZARD CONSULTING
    • Today’s Agenda1. Introduction2. Definitions3. Content Personalization4. Taxonomy and Metadata5. Production and Content Lifecycle6. Content Effectiveness7. Governance8. Mobile9. Pitfalls10. Feedback and Contact Info AZZARD CONSULTING
    • 1. Introduction 3
    • Introduction Rebecca Schneider President, Azzard Consulting 18 Years experience in Information Management Industries: Retail, Auto Manufacturing, Financial Services, Technology Kevin Nichols Director, Global Practice Lead, Content Strategy, Sapient/Nitro 17 Years experience in the Web Development Industry Key Clients: MIT Open Courseware, Hewlett Packard, Sprint, Intel AZZARD CONSULTING
    • Why do this presentation?!   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 AZZARD CONSULTING
    • 2. Definitions 6
    • Metrics Definitions!   Metrics ! Tangible measures of inputs and outputs.!   Key Performance Indicators ! A set of metrics used to quantify success of an organization’s activities.!   Analytics ! Conclusions drawn from metrics. AZZARD CONSULTING
    • Hard Metrics!   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 use ! There is a need to demonstrate a quantifiable return on investment. ! Too much anecdotal information is being used to make decisions. AZZARD CONSULTING
    • Soft Metrics!   Qualitative: stories, feelings/motivation. It’s the “why.”!   Examples ! Primary Research ! Focus Groups ! Secondary Research ! Marketing Trends ! Social Listening – Digital Anthropology ! Online Behavioral Analysis ! Surveys ! Customer Satisfaction!   When to use ! Trying 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. AZZARD CONSULTING
    • 3. Content Personalization 10
    • Content Personalization!   Tailoring the online experience to a specific user:!   Terms to describe aspects of personalization: Customer Intelligent segments Targeted offers Business Rules Ad Server Dynamic Pages Contextual Ads Intent-Based search Guided Selling Up-Sell Need Based Shopping Relevant Social Marketing User Types Behavioral Targeting Targeted Messaging Recommendations Personas Cross-Sell Targeted Content Counter Offer User Generated Content AZZARD CONSULTING
    • Content PersonalizationWhere does the customer go? Where can content be personalized?Favorite Metric:!   Click stream (customer journey through site) ! Clearance Page > Men’s Coats > Shearling Coat > Add to Cart > Purchase CompletionOther Metrics:!   Length of Visit Per Page ! Decision/Compare: Snow-blower Comparison!   Depth of Visit ! Research: Samsung 50” Flat Screen TV (Product Specifications) AZZARD CONSULTING
    • Content PersonalizationWhat 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 ! Similar products (artist, genre): music, booksOther Metric: Photo from Pandora!   Top Keyword Searches ! “Clearance” ! “Earphones for iPod” AZZARD CONSULTING
    • Content PersonalizationWhere and when does the customer convert (e.g. filling out user profile,adding item to shopping cart, purchasing product)?Favorite Metric:!   Purchased Product ! Product as part of series: Game of Thrones Season 1, Season 2 to be released, etc.Other Metrics:!   Site registration ! Register for special content: Whitepaper!   Viewed Product Information ! Product/Brand Blitz: Car Promotion Microsite AZZARD CONSULTING
    • 4. Taxonomy and Metadata 15
    • Taxonomy & MetadataImproving taxonomy (navigation, search) metadata (filters/facets) and to further enablefindability. AZZARD CONSULTING
    • Taxonomy & MetadataWhat’s working for users? Are they finding what they need?Favorite Metric:!   Top successful searches ! My Little Pony, iPad CoverOther Metrics:!   Organic, Paid search keyword ranking versus conversion (which keywords yield higher conversion rates) ! Notebook vs. Laptop Photo from puuikibeach.!   Click-stream to specific product category. Are users going down the right path? ! Homepage > Furniture > Children’s ! Homepage > Children’s > Furniture AZZARD CONSULTING
    • Taxonomy & MetadataWhat’s not working for users? Where’s the breakdown?Favorite Metrics:!   Bounce rates (entered a page from outside the site, then immediately left) ! More useful than exit rates. ! Luxury hotel page, but looking for a B&B (“breakfast in bed”)Other Metrics:!   Exit rates (looked around the site, then left from a particular page) ! Exit rate can be considered successful (when leaving after accomplishing a task) Photo from Valencia Bed & Breakfast ! Product purchase: iPad Cover ! Product non-purchase: Wrong item? Wrong size? Stock availability?!   Previous page prior to search (potential navigation problems) ! In home décor page, but then search for floor lamp AZZARD CONSULTING
    • Taxonomy & MetadataWhat terms should be added to taxonomy or metadata to enable betterfindability?Favorite Metric:!   Search terms used frequently that return no results ! Bathroom plunger (toilet plunger)Other Metric:!   Search terms used often in ad hoc description fields ! Mutual fund distribution, Roll-over AZZARD CONSULTING
    • Taxonomy & MetadataWhat terms do users employ in search? Have they been leveraged?Favorite Metric:!   Refined searches ! kitty toy > cat toyOther Metrics:!   Search terms that are variants of a preferred term ! soda vs. pop; bubbler vs. water fountain!   Terms used in taxonomy, but not in SEO metadata. Photo from taiyofj Does the SEO metadata need to be updated? ! bed lifters, bed risers, bed storage!   Organic, Paid keyword rankings ! manila file folders, green hanging folders AZZARD CONSULTING
    • 5. Production and Content Lifecycle 21
    • Publishing & Content Lifecycle!   Entire end-to-end process in which content is acquired, created, managed, published and optimized or retired. Manage Acquire/Create Content Content Governance Enhance Publish Content Content Evaluate Content AZZARD CONSULTING
    • Publishing & Content LifecycleWhat is the benefit to improved content lifecycle processes?Favorite Metric: ! Time (cost) saved in optimizing (refining content) ! Revision pushed to web.Other Metrics:!   Time (cost) saved in all other steps of the content lifecycle ! Acquiring ! Third party content. Image from FreeDigitalPhotos ! Creating ! Original content ! Maintaining (content review cycle) ! Current , Redundant, Outdated Content ! Publishing ! Push to web. AZZARD CONSULTING
    • Publishing & Content LifecycleWhat is the benefit to new product introduction? ! Time reduced to take product to market (due to content bottlenecks) ! New Surface Windows 8 Pro to purchase website. Photo from SpicaGames. AZZARD CONSULTING
    • Publishing & Content LifecycleHow can content quality be improved?Favorite Metric: ! Drop in number of errors in content. ! Tagging: outfit vs. welding kitOther Metrics: ! Decrease in content redundancy (also reduces cost) ! Sales vs. Marketing ! Decrease in time necessary to respond to user feedback, errors in content and/or changes to published content. ! Alert to correction (spelling errors, etc.) AZZARD CONSULTING
    • Publishing & Content LifecycleHow can internal user satisfaction increase?Favorite Metric: ! Increase in internal organizational satisfaction due to better findability, ease of content creation, maintenance, etc. ! Survey Tool (Foresee)Other Metric: ! Number of users in organization using CMS. ! Ratio of users vs. total numberWhat is the ROI of robust localization processes? ! Reduction in localization costs due to streamlined CMS processes ! Cost per word reduced for localized content. AZZARD CONSULTING
    • 6. Content Effectiveness 27
    • Content Effectiveness Focus on the content journey, content quality and overall fit for the user. TRIGGER   WWW.COMPANY.COM   IN-­‐STORE   As she approaches her local store, she receives a push SMS notification on her Michelle, an phone, letting her know existing She clicks the e-spot to about new accessories. customer, receives view more She clicks on a text message the product to view more As she adds to herMobile from retailer. details. Entering the store, Web “favorites”, Michelle is greeted by recommended Ken, a sales associate. He products become has Michelle’s “favorites” even more relevant.Mobile ready for her to view, App which he pulled up on his tablet.Tablet Web Michelle saves product to her Michelle has saved 6 Using her iPad, Michelle “favorites” and products to her Using the salesTablet visits .com to “favorites.” Michelle associate tablet, Ken continues to browse App look for new products. updates her customer is able to pull up the product catalog. She notices an e-spot on sends her “favorites” to Michelle’s profile, the homepage for a the nearest retail where he accesses featured product that is location. her store loyaltyDesktop her favorite brand. coupons. AZZARD CONSULTING
    • Content EffectivenessHow is content relevance measured to determine the most effective messages?Favorite Metric:!   A-B Test of one message versus another. ! Test two different value propositions, headlines or product images to see which performs the best. ! Shopping Cart Icon vs. Shopping Bag Icon vs. Image from BizzBuzzMedia. Image from Pixabay. AZZARD CONSULTING
    • Content EffectivenessHow is content relevance measured to determine the most effective messages? (cont.)Other Metrics: ! Rate at which content is viewed (frequency and duration) ! Product specifications vs. Product “quick look” – which results in a conversion? ! Multivariate testing of content on high-priority pages. ! Test placement of various items on a page, various messaging and/or several different labels or headings. ! Should filters be listed at the left or on top? ! Determine the most popular content: Content that is ‘trending’ with traffic and engagement time: ! Use a trends app to measure which content is most used. ! Popular whitepapers, Investor relations information, Cat videos! ! Know the most successful content– in the eyes of the customer: ! Rate at which a specific piece of content will result in a conversion. ! Product videos that generate a high rate of purchase. AZZARD CONSULTING
    • Content EffectivenessHow do you determine an effective content journey and if the customerarrived at a desired destination?Favorite Metric:!   Number of visits to convert (E.g.: purchase a product) and time to convert ! Customer returns after completing research AwarenessOther Metrics: Consideration!   Actual browsing path versus assumed (pre-defined browsing path) Preference ! Home > Support > Drivers ! Home > Product > Support > Drivers!   Where and when a customer exits prior to Purchase conversion ! When forced to register on news site after viewing Retension several articles, is conversion completed?!   Bounce rates ! Where and when a customer jumps to search from navigation and key terms used in search AZZARD CONSULTING
    • Content EffectivenessHow do you determine user satisfaction with site or experience?Favorite Metric:!   Rate at which content is being shared via social ! email, post to facebookOther Metrics:!   Rate at which content is downloaded ! User Manual/Instructions ! Survey the user on site or page performance with user feedback tools ! Foresee ! Determine problematic areas through bounce rates and exit rates AZZARD CONSULTING
    • 7. Content Governance 33
    • Content GovernanceOperational and organizational models needed to manage and ensure the continued success ofcontent. Executive Sponsor Governance Committee Strategy Brand Accessibility Legal Taxonomy Content Working Groups Strategy Operations Technology Marketing Publishing Taxonomy AZZARD CONSULTING
    • Content GovernanceIs there governance structure in place, with defined governance workflows?Is it effective and successful?Favorite Metric:!   Time to implement content changes based on governance decisions. ! Major taxonomy change (structural shift) vs. minor taxonomy change (label change) ! Addition of information to support new product setOther Metrics:!   Time for governance committee to review content requests.!   Time to complete a content review cycle. ! ROT (Redundant, Outdated, Trivial) AZZARD CONSULTING
    • Content GovernanceIs the content up to governance standards?Favorite Metrics:!   Accuracy/Error rates http://www.zillow.com/howto/DataCoverageZestimateAccuracy.htmOther Metrics:!   Currency!   Effectiveness – based on testing, web statistics, surveys. AZZARD CONSULTING
    • 8. Mobile 37
    • Mobile (Smartphone)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 practicalconstraints when dealing with smaller form factors. Also user tasks are different from Webbehavior. 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.*Source: http://www.mobilecommercedaily.com/4-myths-of-mobile-metrics Image from William Hook. AZZARD CONSULTING
    • Mobile (Smartphone)Is the content experience delivered effectively?Favorite Metric:!   How long does a user spend on page? ! Time spent on pages optimized for mobile ! More time may indicate user cannot achieve or find information. Image from thebarrowboy AZZARD CONSULTING
    • Mobile (Smartphone)Is the content experience delivered effectively? (cont.)Other Metrics:!   How is search used? ! Taxonomy/metadata related metrics – with a focus on mobile OS. ! Low search utilization may indicate user cannot find search functionality.!   How do users interact with form fields? ! Track interaction with Form fields ! On mobile sites, one field is recommended per page!   How often does the phone orientation change (switching from vertical to horizontal)? ! Generally, higher rates will correlated to higher exit rates. Exception: functionality requires orientation change (e.g. viewing a video)!   How is social media being used? ! Survey amount of traffic entering from social media.!   How are Smart Phones being used in-store? ! Track user behavior – bar code scanning AZZARD CONSULTING
    • 9. Pitfalls 41
    • Pitfalls!   Avoiding metrics and analytics pitfalls: ! Statistics and damn statistics ! Not all data is good data ! More data does not equal better data ! Ignoring common sense ! Ignoring indicators (you can’t pick your favorite) Image from Robbie1 AZZARD CONSULTING
    • 10. Feedback and Contact Information 43
    • Questions!   What did you want to learn that you still have questions about? AZZARD CONSULTING
    • Keep the conversation going.Rebecca Schneiderrschneider@azzardconsulting.com!   azzardconsulting.com!   http://www.linkedin.com/in/rebeccaschneiderKevin P Nicholsknichols@sapient.com!   kevinpnichols.com!   Twitter: #kpnichols!   LinkedIn: http://www.linkedin.com/pub/kevin-nichols/0/b50/160 AZZARD CONSULTING
    • THANK YOU !