My talk at the New Jersey Content Strategy Meetup, hosted by LDS. My presentation covers two analytic work-streams, enterprise measurement framework and a content performance scorecard, for a multi-national healthcare client.

1. Marko Hurst
Speaker: Marko Hurst
CONTENT ANALYTICS
HOW DOES YOUR CONTENT MEASURE UP?
NJ Content Strategy

2. Marko Hurst
AGENDA
WHAT’S
COVERED
About Me
About Content Analytics
Client & Project Overview
REAN Analytics Framework
Content Performance Scorecard
REAN Applied

3. Marko Hurst
ABOUT ME

4. Marko Hurst
ABOUT ME
ME
MY BOYS
BRILLIANT & BEAUTIFUL WIFE
I TALK
I WRITE
I WORK WITH MATH
& CONTENT
My Personal Life
My Work Life

5. Marko Hurst
ABOUT ME
I BUILD CHAT BOTS
MY DAYS ARE FILLED WITH
ANALYTICS
CONTENT
STRATEGY
I WORK HERE

6. Marko Hurst
ABOUT CONTENT
ANALYTICS

7. QUANTIFIES THE BUSINESS VALUE OF UNSTRUCTURED
CONTENT AND PROVIDES DATA-INFORMED ANSWERS
ABOUT YOUR CONTENT ASSETS.
CONTENT ANALYTICS

8. Marko Hurst
ADDS VALUE TO YOUR ORGANIZATION BY INFORMING
DECISION MAKING AND REDUCING RISK
CONTENT ANALYTICS

9. Marko Hurst
CLIENT OVERVIEW

10. Marko Hurst
CLIENT
CLIENT OVERVIEW
Industry Health care
Headquarters United States
# of locations 402
Area served United States and London
Revenue US$39.678 billion (2015)
# of employees 204,000
# of Websites 973

11. Marko Hurst
PROJECT OVERIVEW

12. Marko Hurst
PHASE 1
Project: Enterprise Content Strategy, Phase 1
1. Evaluate current state:
• Content technology
• Vendor Selection
• Content quality
• Content structures
• Team structure / roles
• Publishing workflows
• Content Governance
• Content Measurement
2. Provide recommendations for all above workstreams
PHASE 1: OVERVIEW

13. Marko Hurst
OUR APPROACH
PHASE 1: CONTENT STRATEGY APPROACH
Planning
Structure
Migration
Publishing
Maintenance
Measurement

14. Marko Hurst
PHASE 2
Project: Enterprise Content Strategy, Phase 2 (Content Measurement workstream)
1. Develop a Unified Content Measurement Framework
• REAN
2. Develop a method to “score the performance of content”
• Content Performance Scorecard
PHASE 2: OVERVIEW

15. Marko Hurst
REAN ANALYTICS
FRAMEWORK

16. Marko Hurst
REAN
In order to understand what the outcomes of the client’s business efforts are they needed a
common framework to be able to effectively measure the entire multi-channel user journey.
• Every product or service can use all aspects of REAN as part of a framework.
• All products or services need to reach an audience of potential customers.
• Then the sales teams, copywriters or creative advertisers need to engage with the prospects in
some way. That could be talking to them, teaching them, helping them or persuading them that their
product or service is what they need.
• Then they need to activate them that is to take the first step, buy the first product, give the
salesperson permission to contact again or simply say yes.
• Finally once your customer has said yes at least once you need to nurture them, in other words
encourage them to come back again and again and consume more
PURPOSE

17. Marko Hurst
REAN
When it comes to the measurement of REAN with analytics we define these four factors in the
following way:
• R = Reach: the set of activities needed to raise prospects
• E = Engage: the gradual, typically multi-channel, often recursive set of activities needed to engage
the prospects you just won
• A = Activate: the activities needed for your prospects to take, eventually, the actions you wanted
them to take
• N = Nurture: the activities needed to nurture the customer relationship you just managed to create
REAN MEASUREMENT: DEFINING FACTORS

18. Marko Hurst
REAN
You can then directly apply measurement as an application of the framework:
• R = Reach: measures the methods you use to attract traffic to your website or online presence and
measures how people find your brand, product or service
• E = Engage: measures the click depth and time spent interacting with your online creative
elements and processes
• A = Activate: is a measure of the effectiveness of visitors that have taken an action on your
website, preferably one that you had pre-defined and wanted them to take
• N = Nurture: measures the effectiveness of the way you actively encourage your activated visitors
to come back and consume more of your website content
REAN MEASUREMENT: APPLIED

19. Marko Hurst
REAN MAPPING
Client

20. Marko Hurst
LIFECYCLE STAGE AND DIGITAL
CHANNELS MAP
Customer acquisition happens on the web in
either HUT or Non HUT sites and in the
contact center
Digital channels are used to drive awareness
of the brand, products, and services and
drive engagement with branded assets.
They are entry points to acquisition points
Reach activities happen in all digital
channels. Engage activities move
consumers closer to becoming customers.
Activate activities happen at acquisition
points and Nurture activities are unique to
the Email channel today.
REAN MAPPING

21. Marko Hurst
Content
Channel
Brand
TOUCH
POINT
REAN DRILL DOWN
REAN MAPPING
REAN can be used to measure marketing activity
(typically campaigns) at the brand, channel, content, and
customer level. Marketing activity can be reported through
the REAN framework at any reporting level within the
organization (from executives to facilities).
A touchpoint is a brand – channel – content – customer
interaction where the brand communicates it’s value proposition
in a specific channel using content optimized for that channel in
order to influence a consumer buying decision.
The REAN framework can be applied at each level Customer

22. Marko Hurst
CLIENT CONVERSATION MODEL
BRAND
TOUCHPOINT
CONSUMER
CONTENT
ORGANIC
SEARCH
PAID
SEARCH
DISPLAY EMAIL REFERRAL SOCIAL DIRECT
WEB CALL CENTER
REAN MAPPING
1
The brand develops a value
proposition that it
communicates through 7
digital marketing channels
2
Consumers interact with
branded assets in those
channels and take action at a
Web or Call Center Acquisition
point.
3 Consumers become
customers at acquisition
points by taking defined
actions that lead to revenue
generating outcomes.
4
Customers become more
valuable over time as they
continue to take actions that
generate revenue.
ORGANIC
SEARCH
PAID
SEARCH
DISPLAY EMAIL REFERRAL SOCIAL DIRECT
CONENT
CUSTOMER

23. Marko Hurst
VOLUMEOF
MARKETING
ACTIVITY
REACH ENGAGE ACTIVATE NURTURE
LEADERSHIP
FOCUS/
REPORTINGLOE
Engagement
Rate
Action
Rate
Bounce
Rate
Exit
Rate
Retained
Action
Rate
Qualified Action
Rate
REAN MAPPING
REPORTING MARKETING ACTIVITY
Focus on the rate customers are moving between lifecycle stages

24. Marko Hurst
VOLUMEOF
MARKETING
ACTIVITY
REACH ENGAGE ACTIVATE NURTURE
Engagement
Rate
Action
Rate
Bounce
Rate
Exit
Rate
Retained
Action
Rate
Qualified Action
Rate
REAN MAPPING
REPORTING AUDIENCE ACTIVITY
Reach, Engage, & Activate stages target all audiences | The Nurture stage targets qualified leads and customers
Customers who
continue to activate
Qualified leads
who activate

25. Marko Hurst
PERSONA / KPI TYPES / REAN MAPPING
Reach Engage Activate Nurture
Measures awareness of
the brand, products, and
services
Measures engagement with
branded assets
Measures actions taken by
consumers who engage
Measures activation by re-
targeted prospects or
customers
20
DIAGNOSTIC VALUE-BASEDLEADING INDICATORS
Observations of marketing and channel performance and consumer activities
KPI TYPE
MEASURES
HELPS TO
REAN
DEFINITION
The predictability of marketing impact
The efficiency and effectiveness of
marketing activity
• Analyze how consumers interact with brands through marketing
exposures
• Measures the performance or marketing activities
Measures in-flight marketing activity
performance
• Determining marketing
performance
• Identify the best ways to connect
with customer interactions
• Guide future marketing
investment strategies
PERSONA MARKETING OPERATOR (CHANNEL OWNERS) EXECUTIVE AND MARKETING LEADERSHIP
REAN MAPPING

26. Marko Hurst
REAN MAPPING
TYPE
OF KPI
REAN STAGE
CUSTOMER
MOVEMENT
KPI ACRONYM DEFINITION
D
I
A
G
N
O
S
T
I
C
REACH Impressions The count of branded assets viewed by individuals.
Measures
awareness of the
brand, products,
and services
Forward
Engagement
Rate
ER
Measures the percentage of branded asset views that drew a click from an
individual. To calculate the engagement rate, divide the number of clicks by
the number of impressions and multiply by 100.
Cost per
Impression
CPI
The costs of delivering branded assets viewed by individuals. To calculate the
cost per impression, divide the cost to deliver branded assets by the number
of impressions.
ENGAGE Engagements
The count of clicks with a branded asset (click, share, form submission, etc.)
by individuals.
Measures
engagement with
branded assets
Forward Action Rate AR
Measures the percentage of engaged individuals who take actions. To
calculate the action rate, divide the number of actions by the number of
engagements and multiply by 100.
Back Bounce Rate BR
Measures the percentage of individuals leaving an experience after an
engagement. To calculate the bounce rate, divide the number of ended
experiences by the number of engagements and multiply by 100.
Cost per
Engagement
CPE
The costs of garnering engagement with branded assets by individuals. To
calculate the cost per engagement, divide the cost to garner engagements by
the number of engagements.
REAN GLOSSARY

27. Marko Hurst
REAN MAPPING
TYPE OF
KPI
REAN
STAGE
CUSTOMER
MOVEMENT
KPI ACRONYM DEFINITION
Leading
Indicator
&
Value-
Based
ACTIVATE Actions
The count of engagements that led to outcomes (revenue generated, employees hired,
etc.).
Measures
actions
taken by
consumers
who engage
Forward
Qualified Action
Rate
QAR
Measures the percentage of individuals performing qualified actions. To calculate the
qualified action rate, divide the number of qualified actions by the number of actions and
multiply by 100.
Back Exit Rate XR
Measures the percentage of engaged individuals that left an experience (specifically
engaged individuals who did not take an action). To calculate the exit rate, divide the
number of engaged individuals in an experience by the number of ended experiences and
multiply by 100.
Cost per Action CPA
The costs of garnering actions by individuals. To calculate the cost per action, divide the
cost to garner actions by the number of actions.
NURTURE Qualified Actions
The count of actions by re-targeted prospects (leads) or customers engaging with
branded assets.
Measures
activation by
re-targeted
prospects or
customers
Back
Retained Action
Rate
RAR
Measures the percentage customers performing qualified actions. To calculate the
retained action rate, divide the number of customer performed qualified actions by the
number of qualified actions and multiply by 100.
Cost per
Qualified Action
CPQA
The costs of garnering qualified actions by individuals. To calculate the cost per qualified
action, divide the cost to garner qualified actions by the number of qualified actions.
REAN GLOSSARY

28. Marko Hurst
REAN APPLIED

29. Marko Hurst
BRAND
TOUCHPOINT
TOUCHPOINT
CUSTOMER JOURNEY (EXAMPLE)
REAN MAPPING
1 A consumer learns
about a brand from a
paid search campaign
and clicks on an ad.
2 The paid search landing page
contains designed content in
multiple formats working in
concert to communication the
value proposition.
3 A consumer is influenced to engage with
content and perform micro and macro
conversions like watching videos and booking
an appointment.
4 A user’s click path and time spent engaging
with multiple content elements tell the story of
which content was effective at influencing a
consumer’s decision to become a customer.
CUSTOMER
WEB
WEB PAGE
WEB PAGE MODULE
CONENT
CONENT PAID SEARCH

30. Marko Hurst
BRAND
TOUCHPOINT
TOUCHPOINT
REAN
CONENT
KPIs
WITHIN
CHANNEL
DIAGNOSTICS
REAN
CHANNEL
KPIs
REAN
CONENT
KPIs
REAN JOURNEY MEASUREMENT
REAN MAPPING
1
REAN Content KPIs can be used to
measure the effectives of a
touchpoint – in this case in the
Organic Search Channel
2
REAN Channel KPIs can aggregate
touchpoints to measure the efficiency
of a channel.
3
Channel diagnostic KPIs (channel KPI’s not used
in the REAN framework) can be used to measure
effectives of touchpoints within a channel.
4 REAN Content KPIs can be used to measure the
effectives of a touchpoint – in this case in the Web
Acquisition Point
PAID SEARCH
CUSTOMER
WEB
WEB PAGE
WEB PAGE MODULE
CONENT

31. Marko Hurst
CONTENT PERFORMANCE
SCORECARD

32. Marko Hurst
CONTENT PERFORMANCE
1. Develop a process that establishes the standard for measuring and scoring Content
Performance.
2. Provide a model for understanding user behavior.
3. Provide consistent and useful insights that informs the content and experience decision-
making process.
PURPOSE

33. Marko Hurst
CONTENT PERFORMANCE
1. Define Content Performance
2. Develop a formula that scores Content Performance
3. Define and develop a set of Content Performance measures
4. Assign appropriate and useful metrics to the measures
5. Develop a ‘snapshot’ Content Performance dashboard (in Excel)
SCOPE

34. Marko Hurst
CONTENT PERFORMANCE
CONTENT PERFORMANCE:
AN ESTIMATE OF THE DEGREE AND DEPTH OF VISITOR INTERACTION WITH
CONTENT AGAINST A DEFINED SET OF GOALS
DEFINED: CONTENT PERFORMANCE

35. Marko Hurst
CONTENT PERFORMANCE
CONTENT PERFORMANCE SCORECARD

36. Marko Hurst
1 2
5
4
3
CONTENT PERFORMANCE

37. Marko Hurst
THANK YOU
Marko Hurst
Data-Content Scientist
212.920.1212
MarkoHurst@gmail.com