positioning content for success – a metrics driven strategy

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  • 1. AZZARD CONSULTINGPositioning Content for Success:A Metrics Driven StrategyREBECCA SCHNEIDER, PRESIDENT, AZZARDCONSULTINGKEVIN P NICHOLS, DIRECTOR AND GLOBALPRATICE LEAD OF CONTENT STRATEGY@ SAPIENTNITRO COPYRIGHT 2013 SAPIENT CORPORATION & AZZARD CONSULTING

2. Todays Agenda1.Introduction2.Definitions3.Content Personalization4.Taxonomy and Metadata5.Production and Content Lifecycle6.Content Effectiveness7.Governance8.Mobile9.Pitfalls10. Feedback and Contact InfoAZZARDCONSULTING 3. 1. Introduction3 4. Introduction Rebecca Schneider President, Azzard Consulting 18 Years experience in Information Management Industries: Retail, Auto Manufacturing, Financial Services, Technology Kevin Nichols Director, Global Practice Lead, Content Strategy, Sapient/Nitro 17 Years experience in the Web Development Industry Key Clients: MIT Open Courseware, Hewlett Packard, Sprint, IntelAZZARDCONSULTING 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 efficacy! Refine personalized content experiences and ensure future success! Develop useful metadata and taxonomies! Measure whats important for publishing and content lifecycle! Ensure effective content governance! Capture the important information specific to mobile! And, avoid metrics and analytics pitfallsAZZARDCONSULTING 6. 2. Definitions 6 7. Metrics Definitions! Metrics! Tangible measures of inputs and outputs.! Key Performance Indicators! A set of metrics used to quantify success of an organizations activities.! Analytics! Conclusions drawn from metrics.AZZARDCONSULTING 8. Hard Metrics! Quantitative measurements: numbers, facts. Its the What.! Examples:! Web & Mobile! Conversions! # Visits! Time on Site! Media! Click-through Performance on Advertisements/Banners! Search! Internal, Organic, Paid keyword usage! When to use! There is a need to demonstrate a quantifiable return on investment.! Too much anecdotal information is being used to make decisions.AZZARDCONSULTING 9. Soft Metrics! Qualitative: stories, feelings/motivation. Its the why.! Examples! Primary Research! Focus Groups! Secondary Research! Marketing Trends! Social Listening Digital Anthropology! Online Behavioral Analysis! Surveys! Customer Satisfaction! When to use! Trying 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. 3. Content Personalization 10 11. Content Personalization! Tailoring the online experience to a specific user:! Terms to describe aspects of personalization:CustomerIntelligent segments Targeted offers Business RulesAd ServerDynamic PagesContextual Ads Intent-Based search Guided SellingUp-SellNeed Based Shopping RelevantSocial Marketing User TypesBehavioral TargetingTargeted Messaging RecommendationsPersonas Cross-SellTargeted ContentCounter OfferUser Generated Content AZZARD CONSULTING 12. Content PersonalizationWhere does the customer go? Where can content be personalized?Favorite Metric:! Click stream (customer journey through site)! Clearance Page > Mens Coats > Shearling Coat > Add to Cart >Purchase CompletionOther Metrics:! Length of Visit Per Page! Decision/Compare: Snow-blower Comparison! Depth of Visit! Research: 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 charm! Similar products (artist, genre): music, booksOther Metric: Photo from Pandora! Top Keyword Searches! Clearance! Earphones for iPodAZZARDCONSULTING 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 Product! Product as part of series: Game of Thrones Season 1,Season 2 to be released, etc.Other Metrics:! Site registration! Register for special content: Whitepaper! Viewed Product Information! Product/Brand Blitz: Car Promotion MicrositeAZZARDCONSULTING 15. 4. Taxonomy and Metadata 15 16. Taxonomy & MetadataImproving taxonomy (navigation, search) metadata (filters/facets) and to further enablefindability. AZZARD CONSULTING 17. Taxonomy & MetadataWhats working for users? Are they finding what they need?Favorite Metric:! Top successful searches! My Little Pony, iPad CoverOther Metrics:! Organic, Paid search keyword ranking versusconversion (which keywords yield higherconversion rates)! Notebook vs. LaptopPhoto from puuikibeach.! Click-stream to specific product category. Areusers going down the right path?! Homepage > Furniture > Childrens! Homepage > Childrens > FurnitureAZZARDCONSULTING 18. Taxonomy & MetadataWhats not working for users? Wheres the breakdown?Favorite 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&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) Photo from Valencia Bed & Breakfast! Product purchase: iPad Cover! Product non-purchase: Wrong item? Wrong size? Stockavailability?! Previous page prior to search (potential navigationproblems)! In home dcor page, but then search for floor lampAZZARDCONSULTING 19. Taxonomy & MetadataWhat terms should be added to taxonomy or metadata to enable betterfindability?Favorite Metric:! Search terms used frequently that return noresults! Bathroom plunger (toilet plunger)Other Metric:! Search terms used often in ad hoc descriptionfields! Mutual fund distribution, Roll-overAZZARDCONSULTING 20. Taxonomy & MetadataWhat terms do users employ in search? Have they been leveraged?Favorite Metric:! Refined searches! kitty toy > cat toyOther Metrics:! Search terms that are variants of a preferred term! soda vs. pop; bubbler vs. water fountain! Terms used in taxonomy, but not in SEO metadata.Photo from taiyofjDoes the SEO metadata need to be updated?! bed lifters, bed risers, bed storage! Organic, Paid keyword rankings! manila file folders, green hanging foldersAZZARDCONSULTING 21. 5. Production and Content Lifecycle21 22. Publishing & Content Lifecycle! Entire end-to-end process in which content is acquired, created, managed, publishedand optimized or retired. ManageAcquire/Create Content ContentGovernanceEnhance PublishContent ContentEvaluateContent AZZARD CONSULTING 23. Publishing & 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 the contentlifecycle! Acquiring! Third party content. Image from FreeDigitalPhotos! Creating! Original content! Maintaining (content review cycle)! Current , Redundant, Outdated Content! Publishing! Push to web.AZZARDCONSULTING 24. Publishing & 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.Photo from SpicaGames.AZZARDCONSULTING 25. Publishing & 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. Marketing! Decrease in time necessary to respond to userfeedback, errors in content and/or changes topublished content.! Alert to correction (spelling errors, etc.)AZZARDCONSULTING 26. Publishing & 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 processes! Cost per word reduced for localized content.AZZARDCONSULTING 27. 6. Content Effectiveness 27 28. Content EffectivenessFocus on the content journey, content quality and overall fit for the user.TRIGGER WWW.COMPANY.COM IN-STORE As she approachesher local store, she receives a push SMSnotification on herMichelle, anphone, letting her know existingShe clicks the e-spot to about new accessories. customer, receives view more She clicks ona text messagethe product to view more As she adds to herMobilefrom retailer. details. Entering the store, Web favorites,Michelle is greeted by recommendedKen, a sales associate. Heproducts become has Michelles favorites even more relevant.Mobile ready for her to view, Appwhich he pulled up on histablet.Tablet WebMichelle savesproduct to herMichelle has saved 6Using her iPad, Michellefavorites and products to herUsing the salesTablet visits .com tofavorites. Michelleassociate tablet, Ken continues to browse Applook for new products.updates her customeris able to pull up the product catalog.She notices an e-spot on sends her favorites to Michelles profile,the homepage for a the nearest retailwhere he accesses featured product that islocation.her store loyaltyDesktopher favorite brand.coupons.AZZARDCONSULTING 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