ContentSquare CEO Jonathan Cherki answers burning questions about digital experience and customer journey optimization. Follow this series.
Last week, ContentSquare was at Adobe Summit in Las Vegas, meeting digital leaders and digital experience teams from all over the world. One of the questions I got asked a lot during the event was, “How do I know which type of content to invest in?”
A change to the User Experience (UX) only becomes an improvement once it evidences a positive impact. That’s why having the ability to measure the performance of digital investments is invaluable to brands wishing to see a healthy ROI for their digital assets. Brands need strong data attribution models so they can react fast and confidently to their customers’ needs and usage patterns.
REVEALING HIDDEN DIGITAL EXPERIENCE OPPORTUNITIES
One of the motivators for starting ContentSquare in 2012 was the realization that many companies developing sites had no idea what was happening online. Their website was like a black box that no one could open, full of information about the digital behavior of customers and prospects.
This challenge is one of the things that got me interested in analytics in the first place—making obvious what was hidden until now to help brands distribute time and resources in the most productive way.
In the luxury industry, for example, brands have vast budgets to develop inspirational content with extremely high production values. But how do they know whether this content or campaign is working for them and driving business?
Being able to attribute revenue to content at an elemental level - seeing not just which page, but which individual pieces of in-page content encourage conversion, and which are obstacles in the navigation - is key to identifying where your UX budget is best spent. Whether that’s a menu item, CTA button, thumbnail image, video, etc. - getting an accurate measure of content value allows teams to focus on prioritizing and validating optimizations, and invest in the areas of highest impact.
dEMOCRATIZING THE REVENUE ATTRIBUTION PROCESS
Furthermore, a clear, shareable attribution model has the power to change brands’ digital marketing culture by empowering even non-analysts to measure their contribution to a company’s digital revenue goals. The ability to pinpoint where and why you lost visitors helps you determine where you should invest efforts and resources to get the highest ROI. It’s also more efficient to A/B test when you can tell not just which test but what element, in a variant, led to better results.
A clear, shareable attribution model has the power to change brands’ digital marketing culture.
Analytics have come a long way in recent years, and today, marketers know that understanding the expectations and behavior of digital consumers is the backbone of a good online experience. In the same way, understanding the needs and challenges of brands with online assets is vital to developing a good digital insights platform.
Certainly for us, improving our product would not be possible without listening to the people who use it day-to-day. We want the solution to keep growing with your goals, which is why we put brands at the heart of our research and development strategy. When we develop new features and capabilities for our product, it’s in direct response to the feedback and questions of those who want to leverage big data into a better connection with their customers.
So - keep those questions coming—email us at firstname.lastname@example.org—keep talking to us, and we will listen and work to solve the issues most important to you.