Positioning Content for Success: A Metrics Driven Strategy

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<p> 1. Positioning Content for Success:A Metrics Driven StrategyREBECCA SCHNEIDER, PRESIDENT, AZZARDCONSULTINGKEVIN P NICHOLS, DIRECTOR AND GLOBALPRACTICE LEAD OF CONTENT STRATEGY@ SAPIENTNITRO COPYRIGHT 2013 SAPIENT CORPORATION &amp; AZZARD CONSULTINGAZZARDCONSULTING 2. Todays Agenda1. Introduction2. Definitions3. Content Personalization4. Taxonomy and Metadata5. Production and Content Lifecycle6. Content Effectiveness7. Governance8. Mobile9. Pitfalls10. Feedback and Contact InfoAZZARDCONSULTING 3. 31. Introduction 4. IntroductionAZZARDCONSULTINGRebecca SchneiderPresident, Azzard Consulting18 Years experience in Information ManagementIndustries: Retail, Auto Manufacturing, Financial Services, TechnologyKevin NicholsDirector, Global Practice Lead, Content Strategy, Sapient/Nitro17 Years experience in the Web Development IndustryKey Clients: MIT Open Courseware, Hewlett Packard, Sprint, Intel 5. 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 efficacyRefine personalized content experiences and ensure future successDevelop useful metadata and taxonomiesMeasure whats important for publishing and content lifecycleEnsure effective content governanceCapture the important information specific to mobileAnd, avoid metrics and analytics pitfallsAZZARDCONSULTING 6. 62. Definitions 7. Metrics DefinitionsMetricsTangible measures of inputs and outputs.Key Performance IndicatorsA set of metrics used to quantify success of an organizations activities.AnalyticsConclusions drawn from metrics.AZZARDCONSULTING 8. Hard MetricsQuantitative measurements: numbers, facts. Its the What.Examples:Web &amp; MobileConversions# VisitsTime on SiteMediaClick-through Performance on Advertisements/BannersSearchInternal, Organic, Paid keyword usageWhen to useThere is a need to demonstrate a quantifiable return on investment.Too much anecdotal information is being used to make decisions.AZZARDCONSULTING 9. Soft MetricsQualitative: stories, feelings/motivation. Its the why.ExamplesPrimary ResearchFocus GroupsSecondary ResearchMarketing TrendsSocial Listening Digital AnthropologyOnline Behavioral AnalysisSurveysCustomer SatisfactionWhen 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.AZZARDCONSULTING 10. 103. Content Personalization 11. Content PersonalizationTailoring the online experience to a specific user:Terms to describe aspects of personalization:AZZARDCONSULTINGTargeted offersIntelligentCustomersegmentsBusiness RulesDynamic PagesAd ServerContextual AdsRelevantGuided SellingNeed Based ShoppingSocial Marketing Behavioral TargetingRecommendationsTargeted MessagingPersonasTargeted ContentUser Generated ContentCross-SellIntent-Based searchUp-SellUser TypesCounter Offer 12. Content PersonalizationWhere does the customer go? Where can content be personalized?Favorite Metric:Click stream (customer journey through site)Clearance Page &gt; Mens Coats &gt; Shearling Coat &gt; Add to Cart &gt;Purchase CompletionOther Metrics:Length of Visit Per PageDecision/Compare: Snow-blower ComparisonDepth of VisitResearch: Samsung 50 Flat Screen TV (ProductSpecifications)AZZARDCONSULTING 13. 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 charmSimilar products (artist, genre): music, booksOther Metric:Top Keyword SearchesClearanceEarphones for iPodAZZARDCONSULTINGPhoto from Pandora 14. Content PersonalizationWhere and when does the customer convert (e.g. filling out user profile,adding item to shopping cart, purchasing product)?Favorite Metric:Purchased ProductProduct as part of series: Game of Thrones Season 1,Season 2 to be released, etc.Other Metrics:Site registrationRegister for special content: WhitepaperViewed Product InformationProduct/Brand Blitz: Car Promotion MicrositeAZZARDCONSULTING 15. 154. Taxonomy and Metadata 16. Taxonomy &amp; MetadataImproving taxonomy (navigation, search) metadata (filters/facets) and to further enablefindability.AZZARDCONSULTING 17. Taxonomy &amp; MetadataFavorite Metric:Top successful searchesMy Little Pony, iPad CoverOther Metrics:Organic, Paid search keyword ranking versusconversion (which keywords yield higherconversion rates)Notebook vs. LaptopClick-stream to specific product category. Areusers going down the right path?Homepage &gt; Furniture &gt; ChildrensHomepage &gt; Childrens &gt; FurnitureAZZARDCONSULTINGPhoto from puuikibeach.Whats working for users? Are they finding what they need? 18. Taxonomy &amp; MetadataFavorite 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&amp;B (breakfast in bed)Other Metrics:Exit rates (looked around the site, then left from aparticular page)Exit rate can be considered successful (when leavingafter accomplishing a task)Product purchase: iPad CoverProduct non-purchase: Wrong item? Wrong size? Stockavailability?Previous page prior to search (potential navigationproblems)In home dcor page, but then search for floor lampAZZARDCONSULTINGPhoto from Valencia Bed &amp; BreakfastWhats not working for users? Wheres the breakdown? 19. Taxonomy &amp; MetadataWhat terms should be added to taxonomy or metadata to enable betterfindability?Favorite Metric:Search terms used frequently that return noresultsBathroom plunger (toilet plunger)Other Metric:Search terms used often in ad hoc descriptionfieldsMutual fund distribution, Roll-overAZZARDCONSULTING 20. Taxonomy &amp; MetadataFavorite Metric:Refined searcheskitty toy &gt; cat toyOther Metrics:Search terms that are variants of a preferred termsoda vs. pop; bubbler vs. water fountainTerms used in taxonomy, but not in SEO metadata.Does the SEO metadata need to be updated?bed lifters, bed risers, bed storageOrganic, Paid keyword rankingsmanila file folders, green hanging foldersAZZARDCONSULTINGPhoto from taiyofjWhat terms do users employ in search? Have they been leveraged? 21. 215. Production and ContentLifecycle 22. Publishing &amp; Content LifecycleEntire end-to-end process in which content is acquired, created, managed, publishedand optimized or retired.AZZARDCONSULTINGManageContentPublishContentAcquire/CreateContentEnhanceContentGovernanceEvaluateContent 23. Publishing &amp; 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 thecontent lifecycleAcquiringThird party content.CreatingOriginal contentMaintaining (content review cycle)Current , Redundant, Outdated ContentPublishingPush to web.AZZARDCONSULTINGImage from FreeDigitalPhotos 24. Publishing &amp; 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.AZZARDCONSULTINGPhoto from SpicaGames. 25. Publishing &amp; 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 reducescost)Sales vs. MarketingDecrease in time necessary to respond to userfeedback, errors in content and/or changes topublished content.Alert to correction (spelling errors, etc.)AZZARDCONSULTING 26. Publishing &amp; Content LifecycleHow can internal user satisfaction increase?Favorite Metric:Increase in internal organizational satisfaction dueto 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 streamlinedCMS processesCost per word reduced for localized content.AZZARDCONSULTING 27. 276. Content Effectiveness 28. Content EffectivenessFocus on the content journey, content quality and overall fit for the user.AZZARDCONSULTINGWWW.COMPANY.COM IN-STOREShe clicks the e-spot toview more She clicks onthe product to view moredetails.As she adds to herfavorites,recommendedproducts becomeeven morerelevant.As she approachesher local store, shereceives a pushnotification on herphone, letting her knowabout new accessories.Entering the store,Michelle is greeted byKen, a sales associate.He has Michellesfavorites ready for her toview, which he pulled upon his tablet.Using her iPad, Michellevisits .com tolook for new products.She notices an e-spot onthe homepage for afeatured product that isher favorite brand.Michelle savesproduct to herfavorites andcontinues to browsethe product catalog.Michelle has saved 6products to herfavorites. Michelleupdates her customersends her favorites tothe nearest retaillocation.Using the salesassociate tablet, Kenis able to pull upMichelles profile,where he accessesher store loyaltycoupons.Michelle, anexistingcustomer, receivesa text messagefrom retailer.SMSMobileWebMobileAppTabletWebTabletAppDesktop8 9172 3 4 5 6TRIGGER 29. 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 IconImage from BizzBuzzMedia. Image from Pixabay.AZZARDCONSULTINGvs. 30. 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.AZZARDCONSULTING 31. 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 aproduct) and time to convertCustomer returns after completing researchOther Metrics:Actual browsing path versus assumed (pre-definedbrowsing path)Home &gt; Support &gt; DriversHome &gt; Product &gt; Support &gt; DriversWhere and when a customer exits prior toconversionWhen forced to register on news site after viewingseveral articles, is conversion completed?Bounce ratesWhere and when a customer jumps to search fromnavigation and key terms used in searchAZZARDCONSULTINGAwarenessConsiderationPreferencePurchaseRetension 32. Content EffectivenessHow do you determine user satisfaction with site or experience?Favorite Metric:Rate at which content is being shared via socialemail, post to facebookOther Metrics:Rate at which content is downloadedUser Manual/InstructionsSurvey the user on site or page performance with userfeedback toolsForeseeDetermine problematic areas through bounce rates andexit ratesAZZARDCONSULTING 33. 337. Content Governance 34. Content GovernanceOperational and organizational models needed to manage and ensure the continued successof content.Executive SponsorStrategy Brand Accessibility Legal Taxonomy ContentAZZARDCONSULTINGGovernance CommitteeWorking GroupsStrategy Operations Technology Marketing Publishing Taxonomy 35. 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 governancedecisions.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)AZZARDCONSULTING 36. Content GovernanceIs the content up to governance standards?Favorite Metrics:Accuracy/Error rateshttp://www.zillow.com/howto/DataCoverageZestimateAccuracy.htmOther Metrics:CurrencyEffectiveness based on testing, web statistics, surveys.AZZARDCONSULTING 37. 378. Mobile 38. 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 up61 percent of local mobile searches result in a phone call59 percent of mobile users interact with businesses via social media regularly.*Source: http://www.mobilecommercedaily.com/4-myths-of-mobile-metricsAZZARDCONSULTINGImage from William Hook. 39. Mobile (Smartphone)Is the content experience delivered effectively?Favorite Metric:How long does a user spend on page?Time spent on pages optimized for mobileMore time may indicate user cannot achieve or find information.AZZARDCONSULTINGImage from thebarrowboy 40. 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 fieldsOn mobile sites, one field is recommended per pageHow 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 avideo)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 scanningAZZARDCONSULTING 41. 419. Pitfalls 42. PitfallsAvoiding metrics and analytics pitfalls:Statistics and damn statisticsNot all data is good dataMore data does not equal better dataIgnoring common senseIgnoring indicators (you cant pick your favorite)AZZARDCONSULTINGImage from Robbie1 43. 4310. Feedback and ContactInformation 44. QuestionsWhat else did you want to learn?AZZARDCONSULTING 45. Keep the conversation going.Rebecca Schneiderrschneider@azzardconsulting.comazzardconsulting.comhttp://www.linkedin.com/in/rebeccaschneiderKevin P Nichol...</p>