Boost campaign performance with Content Analytics
A lot of money is spent on creative and marketing campaigns to elicit a customer response. It’s often difficult to know how your content connects with user behaviors as well as understand how certain campaign assets tie to revenue so you can optimize in real time. So how do you get a better understanding of your content performance? This blog will review our new solution for Content Analytics in Adobe Customer Journey Analytics.
- The challenge
- What is Content Analytics?
- How will Content Analytics help businesses?
- What types of business questions can you address?
- Use cases
The challenge
Frequently, creative asset and marketing campaign performance remain in data silos, with reports coming from different vendors and systems. It’s difficult to stitch together the data to gauge the impact of content. So, now’s the time to take it one step further, to enable brands to understand how all their assets impact performance across channels — with the help of AI.
According to eMarketer, brands are still cautiously optimistic about AI’s ability to drive growth. However, 74% are already using AI to accomplish tasks such as content development and ideation, programmatic advertising and media buying, predictive analytics for customer insights, and research to identify trends. AI’s use in personalization and customer experience is a priority for 58% of marketers, highlighting the importance marketers place on tailoring content and interactions to individual consumer preferences.
Marketers are still grasping for better ways to measure content impact though. A/B testing can offer some insights, but it is nearly impossible to understand the specific attributes of an image or experience that resonate, and for which customers and in which channel. Moreover, complex workflows, content, and data silos present a challenging picture.
Typical content workflow between creators, analysts, and marketers.
Adobe Customer Journey Analytics powers Content Analytics to help organizations understand experiences by extracting and organizing content metadata with AI and machine learning services. Customer Journey Analytics correlates content attributes with customer interactions. It can then surface insights that help marketers better personalize and optimize campaign assets.
What is Content Analytics?
AI and machine learning services break down every experience built with your DAM (digital asset management system) across paid and owned channels, into their content elements and descriptive attributes, creating a complete metadata profile of assets and experiences. Marketers are then able to correlate customer interactions with the aspects of those assets and experiences that deliver positive outcomes. Then, by understanding customers’ affinities, organizations are better able to personalize content at scale.
Create measure AI assigned content attributes insights activate
Marketers and analysts can bring Content Analytics into their Customer Journey Analytics instance to have a full view of the entire customer journey, across all touchpoints.
How will Content Analytics help businesses?
Content Analytics surfaces important insights on the many assets that various teams apply within their products, services, apps, and marketing campaigns daily. The benefits of having this information include:
- Better ability to personalize content. Increase engagement and conversions, using content insights and engagement.
- Improved understanding of marketing spend. See activity by marketing channel, take it one step further with asset details, understand what asset is attributed to marketing channel success and extend that to other channels or campaigns to eliminate wasted ad and marketing spend.
- More effective reengagement. Drive forward with digital strategy for converting researchers to buyers by leveraging content level performance on top of page interactions and events to establish ROI of campaigns, marketing channels, and materials.
- Audience growth. Test out content on digital channels and tie creative back to marketing budget allocation to see which campaigns were the most effective in growing audiences and customer LTV.
- Increase revenue. Analyze the site’s product performance by identifying the highest-converting items and determining the last viewed image that led to each conversion. Investigate whether these conversions contributed to additional purchases or repeat transactions, thereby attributing them to the overall revenue earned.
What types of business questions can you address?
To get started with Content Analytics, it’s important to consider what types of questions you want to address with the information collected. From there, you can develop a strategy for your assets aligned to business goals and continually compare performance. This reporting can then be shared to various stakeholders. You can start with questions like:
- How often are assets being used?
- Has their performance improved, declined, or remained stagnant?
- Where is the asset performing best — for example, in a particular section, page, or placement?
- How much is the asset contributing to revenue on my site?
- How long are users engaging with my site once they have been exposed to the asset?
- How often do they come back after being exposed to the asset?
- Is there a specific trait that resonates the best or worst across my assets?
- Which asset or trait has performed strongest and was the most effective in past similar campaigns?
- Which marketing channel is my asset or trait performing the best against engagement and visitation?
Use cases
eMarketer states over half of marketers (55%) use AI for content ideation, indicating the technology’s value in generating new concepts and strategies. Here are some industry use cases that can be applied with Content Analytics to help with content ideation and optimization.
Travel and hospitality
Off-season sales are lacking for many hotel brands. Use behavioral and user insights to optimize campaigns by seeing which creative assets for hotels or locations and which elements (for example, mountains, green spaces, or cities,) are ending in bookings. Then, present these assets to similar groups of users, thereby driving revenue.
Media and entertainment
Before a new show premieres, determine which creative asset or ad leads to show page visits, searches, or watches in order to determine the best-performing asset and capitalize on post-premiere opportunities to engage non-watchers.
Finance
New home buyers are shopping for good mortgage rates. Gain clarity on which creative asset or ad is eventually resulting in loan applications in order to optimize campaigns with the creative elements for example, a young couple, singles, or the type of home) that lead to successful conversions.
Retail and CPG
During back-to-school season, identify the asset and design elements in your paid campaigns that are driving customer clicks and conversions on your website to understand trends. Then, promote those assets across your marketing channels, targeting users whose profiles are similar to those of the conversion group.
Content Analytics within Customer Journey Analytics can further help brands identify key trends and attributes in their creative assets that lead to real business impact and influence the customer journey.
You can find more information about Customer Journey Analytics here. Discover how we enable omni-channel analysis and audience segmentation, now with asset-level data and performance.