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Intelligence Agency Overview
The document lists a series of questions that a company may want to analyze to improve their digital marketing efforts and customer experience. It then introduces an "Intelligence" tool that can help answer these questions by tracking and scoring customer interactions on a website, attributing value to different site elements, and analyzing which content and users drive the most engagement. The tool empowers users to measure what they value and value what they measure through various scoring, attribution, and analytics features available in both free and professional versions.
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Intelligence Agency Overview
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- 2. What makes a greatblog post? flickr.com/photos/47476117@N04/8394780999 Which landing page elements work best? Is social networking generating customers? What keywords drive sales? Who is an influencer? Drop down or flat menus? Which authors create the best content? Which topics does our audience want more? Is the new website design really better? Are ad buys worth it? Which ones? Do people really want that feature? When we add to the site, what’s the utility impact? What is the 20% of the effort that delivers 80% of the results? What is my Return on Investment? Does that headline grab people’s attention? Is there a drop off in our mobile experience? Twitter or Facebook? (or LinkedIn, Google+, & Pintrest?) What marketing channel provides the best ROI? How intuitive is our site really?
- 3. What makes a greatblog post? flickr.com/photos/47476117@N04/8394780999 Which landing page elements work best? Is social networking generating customers? What keywords drive sales? Who is an influencer? Drop down or flat menus? Which authors create the best content? Which topics does our audience want more? Is the new website design really better? Are ad buys worth it? Which ones? Do people really want that feature? Does that headline grab people’s attention? Is there a drop off in our mobile experience? Twitter or Facebook? (or LinkedIn, Google+, & Pintrest?) What marketing channel provides the best ROI? How intuitive is our site really? 1. Track & score valued interactions 2. Attribute value to site artifacts 3. Analyze which content and users engage best
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- 28. Intelligence Try it forfree: drupal.org/project/intel * works on any Drupal 7 site For the professional version, consulting or partnering opportunities: getlevelten.com/contact
Editor's Notes
- #3Â What is the problem we solving? What design
- #4Â First we want to track and score all valued interactions. Did someone share content or submit a form. We want to understand how well we are driving visitor engagement and organizational objectives. We want to put a value around completing a valued interaction.
- #5Â What are the organizational goals; generation leads, making sales, clicking adds, ect. But also what are indicators that our audience is engaged. What things would an engaged visitor click on, submit and so forth.
- #6Â Default GA installations measure pageviews. Intelligence is designed to measure valued interactions on your site leveraging events.
- #7Â Events can be programmatically created via the Intelligence event API or can be created by admins
- #8Â Admins can also create event to trigger on specific pages or when a specific element on page in clicked on, submitted or so on. Events can also be used to trigger goals. And pass values from the CMS. For example, if we have a donate form, we can trigger a donate goal with the value set to the amount donated.
- #9Â Over the course of history there have been 6 major inventions that have opened the doors to communicate to the world on a large scale.
- #11Â Ultimately, we want to understand the business value a site is returing. And understand what additions and changes create an impact. So we enable people to score valuable interactions, from goals, to micro conversions to standard traffic metrics.
- #12Â Scoring all events enables us to create a single metric as to the success of our site. We can total up all the values and get a score for how much value the entire site is producing. We can also break it down into how much each traffic source and page is generating.
- #14Â Over the course of history there have been 6 major inventions that have opened the doors to communicate to the world on a large scale.
- #15Â Over the course of history there have been 6 major inventions that have opened the doors to communicate to the world on a large scale.
- #16Â This is a scorecard showing all the interactions that are producing value for that page. Story: LevelTen Dev bloggers
- #17Â Another example of integrating analytics data to make the entities in Drupal richer.
- #18Â Story: One challenge we realized when people were debating which blog posts was scored higher is why. What characteristics of the content were producing the most value.
- #19Â Attributes can be used to push meta data about content, sessions and visitors to understand which charateristics are producing the most value.
- #20Â For example, on this blog post we are pushing the content type, word count, authors, taxonomy terms and more for analyisis. We are even incrementing the subject taxonomy of the visitor so we can segment them by interest. Some of these attributes are set automatically, editors can also add custom attributes on a per page basis.
- #21Â Now we can analyze each attribute to understand which ones produce the most value such as which content types, authors, length of article and subject are the most effective. We like to use lots of taxonomy terms to describe the segments we want to target.
- #23Â The other thing we do is to attach a visitor token to each person so we can track what people are doing and Google Analytics segments down to the individual.
- #24Â We can reconstruct their paths through the site. I particularly like this for UX work. We can associate a flag when someone is unable to find something they are looking for on a site and then can pull all those sessions and see all the steps they took to see if we have a usablity issue.
- #25Â We can associate attributes with visitors for segmentation also. For example, we might add a taxonomy of Job role as a visitor attribute to see if are enagageing effectivly based on demographics.
- #26Â When someone submits a form we can ask them their job role then push that as segmentation data to Google Analtyics.
- #27Â Also when someone submits a form, we now know who they are and can associate their Google Analytics data with data from other APIs to build a profile of who they are. Enabling to segment even more in analytics and engage the person more effectivly. Story: Ron and the forieners.