Increase e-commerce performance

 

Introduction

Use Content Intelligence to enrich your digital experience and provide each user with the right content that will push them towards the final step of their buying process.

 

In your e-commerce, there are two main types of product-related content.

 

  • Product-specific content, such as product pictures, tech sheets, usage videos, instructions, etc. They are used in e-commerce catalogs and in the final buying process.
  • Product usage or product pairing content, used to showcase products, such as brochures, customer testimonials, use cases, expert reviews.

 

Such content should be linked to the whole digital experience: this will prevent providing users with irrelevant information, which would make them look outside your platform for more information, or even check out to competitors’ touchpoints.

 

 

 

 

 

 

BASIC VERSION, FOR BEGINNERS

 

Steps:

 

[dropdown:1. Create users]

To set up your environment and manage a process that allows you to recommend all the content of your e-commerce pages across your channels, by leveraging the interest expressed by users in specific features, you need to have the following users in the Platform:

 

  1. One or more Content Editors, who will upload content for the upper part of the funnel (Awareness and Consideration), to be published in dedicated channels, according to your company’s strategy.
  2. One or more Content Intelligence Managers who will tag both marketing content and e-commerce-related URLs.

 

To create a new user, click on the menu button in the upper right corner of your dashboard, and reach the “Users” section. Once there, create a new user by clicking the button in the first row of the second column.

Give each user the proper role, making sure you create at least one Content Editor and at least one Content Intelligence Manager.

 

In-depth information:

[/dropdown]

[dropdown:2. Prepare your product taxonomy]

In order for THRON Content Intelligence to be able to suggest appropriate product-related content based on the interests expressed by users across your channels, your taxonomy needs to be properly constructed.

This means that within the TOPIC classification, not only must there be tags related to the "high" part of the funnel, but also tags related to the products in your e-commerce.

 

The recommended approach in this case is to build your TOPIC classification dictionary in such a way as to have the following branches:

 

  • AUDIENCE INTERESTS: The general topics that represent the interests of your company's prototype buyer personas. These concepts will be used to tag content in the upper part of the funnel, i.e. awareness content.

 

  • COMPANY TOPICSAll the concepts that have to do with the market in which the company operates and the types of problems that its products/services intend to solve. Typically, these concepts are used to tag the consideration content in the intermediate stage of the funnel.

 

  • BRANDSall the brands sold in your e-commerce. These concepts are strictly related to product-related content.

 

  • FEATURES: product-defining elements such as top loading for a washing machine, ABS on a car, 4g support on a smartphone, child safety lock on a kitchen appliance. Features specify characteristics and define products just by their existence. They don’t measure anything; they are either part of a product or not. This is why they should be linked to content strategy: to each feature corresponds a relevant list of topics that helps understand whether that feature is interesting to the user or not. Here are a few examples: a user reading content about ideas on the best placement for appliances in small rooms, could be interested in top-loading washing machines; a user watching an infographic regarding domestic accidents or reading “best practices” on how to prevent accidents will be interested in child lock features on his home appliances. Top loading is a feature linked to topics such as “washing machines” and “appliances in small rooms”; child lock is a feature linked to topics such as “risk factors for domestic accidents” or “preventing domestic accidents”.

 

  • PRODUCT CATEGORIESProduct categories or groups based on similar characteristics. Subcategories may also exist if necessary. These concepts are to be used on product-related content.

 

To create new tags, reach the Tag Center by clicking on the advanced button in the right corner of the header menu and then click on "Tags".

Once in, select the TOPIC classification and enter the Tag dictionary. To create a new tag, click the "+ Create new tag" button at the bottom of the left column.

Create the five root tags to begin with; then enter the tag name (e. g."Features") and make sure that the "No parent tag" entry is selected in the dropdown.

Once the five root tags have been created, you can go ahead and create your own dictionary by introducing all the other concepts, taking care to select the corresponding parent tag from time to time.

If you need a quick way to create the tag tree via API, you can set up a csv file like this one, and then use the following PHP code to create a branch of tags within a root (use the script once for each root tag):

 


<?php
//############################################################
//
//############################################################
//setup file
$clientId="CLIENTID";            //ClientID
$token="TOKEN ID"; 							 // token user
$classIDITAG="CLASSIFICATION ID";//id classification
$categorizedITAG=true;           // create itag categorized
$idRootITAG="ID ITAG ROOT CATEGORY"; // create itag categorized
localeITAG="LOCALE ITAG";       // create itag for locale
$fileread="createTagToClass.csv"; // name file with itag info
$fileout = "ris_output_".$fileread;           // name file output

//create Itag
function createITAG($clientIdAct,$classID,$tokenAction,$nameTag,$localeITAG,$prettyIDTAG,$categorized,$parentID)
{
	//itag insertion
	//body creation
	$body = array("value"=>array());
	//values body
	$body["value"]["categorized"] = $categorized;
	//name itag
	$body["value"]["names"]=array();
	$body["value"]["names"][]= array("lang" => strtoupper($localeITAG),"label" => $nameTag);
	//add pretty id if it is defined
	if(trim($prettyIDTAG)!=""){
		$body["value"]["prettyId"] = $prettyIDTAG;//strtolower($prettyIDTAG);
	}
	$body["value"]["parentId"]= $parentID;
  //url ws THRON
  $itagdefinitionInsert = "http://".$clientIdAct."-view.thron.com/api/xintelligence/resources/itagdefinition/insert/".$clientIdAct."/".$classID;
	//var_dump($itagdefinitionInsert);
  // header ws THRON
	$header =  array(
			"Content-Type: application/json",
			"X-TOKENID:" . $tokenAction
		);
  //body request ws THRON
	$request = json_encode($body);
	//execute ws
	$curl = curl_init($itagdefinitionInsert);

	curl_setopt($curl, CURLOPT_HEADER, true);
	curl_setopt($curl, CURLOPT_RETURNTRANSFER, true);
	curl_setopt($curl, CURLOPT_HTTPHEADER, $header);
	curl_setopt($curl, CURLOPT_POSTFIELDS, $request);

	$curlRes = curl_exec($curl);

	$curlResInfo = curl_getinfo($curl);
	curl_close($curl);
  //response ws THRON
	$resHeadersString = substr($curlRes, 0, $curlResInfo['header_size']);
	$resBody = substr($curlRes, $curlResInfo['header_size']);
	$response = json_decode($resBody,true);
	//var_dump($resBody);
	$ris=array("status"=>$response['resultCode'],
				   	 "id"=>"",
						 "name"=>$nameTag,
				     "errorDescription"=>$response['errorDescription']);
  //ws info message
	if($ris['status']=="OK"){
			$ris["id"]=$response['item']['id'];
			}
  return $ris ;

}

//#########################################################################################
//main
//#########################################################################################
echo "<br>Start";
$arrayItagCreate=array();
//read file imetaid
echo "<br>Read file csv ITAG:".$fileread;
$fileData=fopen($fileread,'r');
$fileDataOut=fopen($fileout,'a');
//array e header file
$array  = array();
//read firt line
$header = null;

//echo "<br>StartAction ";
while($row=fgetcsv($fileData,0,";"))
   {

		//read header file
		if ($header === null) {
				$header = $row;
				continue;
			}
  	$all_rows = array_combine($header, $row);

	$ris=createITAG($clientId,$classIDITAG,$token,$all_rows["name"],$localeITAG,$all_rows['prettyId'],$categorizedITAG,$idRootITAG);
  //save output file
	fputcsv($fileDataOut,array($ris["id"],$ris["name"],$ris["status"],$ris["errorDescription"]),";");

   }

fclose($fileData);
fclose($fileDataOut);

echo "<br>END";
?>

 

If the THRON Semantic Engine has already generated some tags, you will find them inside the "Misc" container. Use drag and drop to position them inside the organized tree.

 

In-depth information:

[/dropdown]

[dropdown:3. Prepare the workflow]

To efficiently manage the entire process, you need to organize your folders properly.

In particular, it is important to have a folder where you can upload all content, whether they are digital assets or url content related to html pages, and prepare them before publishing them in the designated channels (thumbnail, title, description, tags).

The Content Intelligence Manager will take care of setting up the content in this folder before moving it to the other folders.

 

To optimize the e-commerce integration process, you need to make sure you have the following folders:

  1. A folder named "To be tagged", in which editors will publish content marketing digital assets, and where Magic Site Integration will import e-commerce-related URL content.
  2. A folder named "Content Marketing" where the Content Intelligence Manager will move marketing content once tagged.
  3. A folder named "E-Commerce" where the Content Intelligence Manager will move URL content once properly tagged.

 

To create a new folder, click on the “+” button in the lower part of the folders’ column.

 

In the modal window, make sure you enter the name “To be tagged” and leave “No folder” as the main folder, since we are now creating a new root.

Then click on the “Edit access list” button and add both editors by giving them the right to edit content and publish content in the folder (Can edit folder and publish/remove content); then include Content Intelligence Managers and give them full rights over the content and the right to remove content from the folder (Can edit folder and publish/remove content).

Save and close the modal.

 

Then click again on the “+” button to create a new folder, enter the name “Content Marketing” and make sure to select “No folder” as the main folder; then edit the list by including Content Intelligence Managers and give them with the right to publish content in the folder (Can edit folder and publish/remove content).

 

Finally, create the third folder by click again on the “+” button, enter the name “E-Commerce”, make sure “No folder” is selected as main folder and edit the list by including Content Intelligence Managers, giving them with the right to publish content in the folder (Can edit folder and publish/remove content).

 

In-depth information:

[/dropdown]

[dropdown:4. Link content marketing channels to Content Intelligence]

To collect user interests, it is important that THRON works on touchpoints where the marketing strategy delivers awareness and consideration related content.

You can do this by linking your channels to THRON via Magic Site Integration, and have your pages imported as url content.

The visits collected from such content will allow THRON to understand the interests of your customers, even without them having provided profiling data. 

 

To activate Magic Site Integration, click on the "+" button in the header menu and select "Magic Site Integration".

In the next modal, enter the domain of the website you wish to integrate, without the protocol (e.g. www.mywebsite.com), and make sure to select "To be tagged" as the folder in which you want to publish your content.

Repeat this procedure for all the channels you intend to connect, including your e-commerce. 

 

To ensure that THRON's Artificial Intelligence can automatically tag the URL content, make sure that the source code of each product page of your e-commerce contains the following:

  1. an <"og:image"> tag with the main image of the product
  2. a <meta name= "keywords" content= " [product tags that you want to be applied separated by comma] " > tag.

 

In-depth information:

[/dropdown]

[dropdown:5. Tag your content]

To optimize the process and ensure that the whole content marketing strategy is consistent, it is important that your content taxonomy is also well structured.

Make sure you tag the URL content related to the upper part of the funnel with "Audience Interests" and "Company Topics" categories, the middle part with "Company Topics" and "Features" and all e-commerce-related URL content with "Brand", "Features" and "Product Categories" tags.

 

To tag your content, access its detail by clicking on the item in the list. Add tags to the TOPIC classification using auto completion or a dedicated modal. To tag more than one piece of content using the same set of tags, select them directly from the list using checkboxes and then click on "Manage Tags" in the Smartbar. The tags you have added will be associated with all the content of your selection.

 

Once each piece of content has been tagged, make sure they are moved to their respective folders. In particular, the E-Commerce-related URL content should be moved to the "E-Commerce" folder, while all other content should be moved to the "Content Marketing" folder.

 

In-depth information:

 

[/dropdown]

[dropdown:6. Activate a Predictive Content Recommendation]

At this point, all you have to do is activate a Predictive Content Recommendation in the "E-commerce" folder, and publish the widgets in all other channels, so that users are immediately pointed to the pages of products in which they have expressed an interest.

 

To create a new Predictive Content Recommendation app, click on the "+" button in the THRON header menu and then select "Extensions and Connectors" to reach the Marketplace. Once there, select “Predictive Content Recommendation” and click on "Activate". If the application is already active, make sure you have permission to manage it (if not, ask the application owner) and proceed with the configuration of the specific recommendation as explained below. 

 

 

From the application’s main screen, click "Create new Recommendation" and provide a name that allows you to identify the recommendation quickly (e. g."E-Commerce Recommendation"); then select TOPIC as the classification to be used and, as a folder, the "E-Commerce" folder to which e-commerce-related URL content has been moved.

 

In the recommendation management screen you will find the embed code for the recommended widget (both wall and content list), which you can copy and paste directly into your web pages to start driving users to your e-commerce pages in a smart way, according to their real interests.

 

In-depth information:

[/dropdown]

 

 


ADVANCED VERSION, WITH PIM INTEGRATION

 

Steps:

 

[dropdown:1. Create users]

In order to set up your environment and manage a process that allows you to recommend the content of your e-commerce pages across your channels, by leveraging the interests expressed by users in specific features, you need to have the following users in the Platform:

 

  1. One or more Content Editors, which will upload content for the upper part of the funnel (Awareness and Consideration), to be published in dedicated channels, according to your company’s strategy.
  2. One or more Content Intelligence Managers who will tag both marketing content and e-commerce-related URL content.

 

To create a new user, click on the menu button in the upper right corner of your dashboard, and reach the “Users” section. Once there, create a new user by clicking on the button in the first row of the second column.

Give each user the proper role, making sure you create at least one Content Editor and at least one Content Intelligence Manager.

 

In-depth information:

[/dropdown]

[dropdown:2. Prepare your tag dictionary]

For THRON Content Intelligence to be able to suggest appropriate product-related content based on the interests expressed by users across your channels, your taxonomy needs to be properly constructed.

This means that, within the TOPIC classification, not only must there be tags related to the top of the funnel, but also tags related to products in your e-commerce.

 

More specifically, this type of tags must all be generated from the information in your PIM.

In this case, the recommended approach is to build your TOPIC classification dictionary in such a way as to have the following branches:

 
  • AUDIENCE INTERESTS: The general topics that represent the interests of your company's prototype buyer personas. These concepts will be used to tag content in the upper part of the funnel, i.e. awareness content.

 

  • COMPANY TOPICS: All the concepts that have to do with the market in which the company operates and the types of problems that its products/services intend to solve. Typically, these concepts are used to tag the consideration content in the intermediate stage of the funnel.

 

  • BRANDS: All the brands sold in your e-commerce. These concepts are strictly related to product-related content.

 

  • FEATURES: product-defining elements such as top-loading for a washing machine, ABS on a car, 4g support on a smartphone, child safety lock on a kitchen appliance. Features specify characteristics that users might consider to differentiate products and choose which one to buy. They are not measurements; they are tags grouping products by their features. This is why they should be linked to content strategy: to each feature corresponds a relevant list of topics that help understand whether a feature is interesting for the user or not. Here are a few examples: a user reading content about ideas on the best placement for appliances in small rooms could be interested in top-loading washing machines; a user watching an infographic on domestic accidents or reading “best practices” on how to reduce risk of incidents will be interested in child lock features for home appliances. Top loading is a feature linked to topics such as “washing machines” and “appliances in small rooms”; child lock is a feature linked to topics such as “risk factors for domestic accidents” or “preventing home accidents”.

 

  • PRODUCT CATEGORIES: The product categories that allow you to organize products into types and subtypes. Subcategories may also exist if necessary. These concepts are to be used on product-related content. 

 

  • CONTENT TYPES: The types of assets associated with a product such as: front photos, manual, homologation chips, backward photos, video instructions, etc.

 

To create new tags, reach the Tag Center by clicking on the advanced button in the right corner of the header menu and then clicking on "Tags".

 

Once in, select the TOPIC classification and enter the Tag dictionary.

 

To create new tags, reach the Tag Center by clicking on the advanced button in the right corner of the header menu and then click on "Tags".

Once in, select the TOPIC classification and enter the Tag dictionary. To create a new tag, click the "+ Create new tag" button at the lower end of the left column.

Create the six root tags to begin with; then enter the tag name (e.g."Features") and make sure that the "No parent tag" entry is selected in the dropdown.

Once the five root tags have been created, you can go ahead and create your own dictionary by introducing all the other concepts, taking care to select the corresponding parent tag from time to time. If the THRON Semantic Engine has already generated some tags, you will find them inside the "Misc" container. Drag and drop them to place them in the organized tree.

If you need a quick way to create the tag tree via API, you can set up a csv file like this one, and then use the following PHP code to create a branch of tags within a root (use the script once for each root tag):

 


<?php
//############################################################
//
//############################################################
//setup file
$clientId="CLIENTID";            //ClientID
$token="TOKEN ID"; 							 // token user
$classIDITAG="CLASSIFICATION ID";//id classification
$categorizedITAG=true;           // create itag categorized
$idRootITAG="ID ITAG ROOT CATEGORY"; // create itag categorized
localeITAG="LOCALE ITAG";       // create itag for locale
$fileread="createTagToClass.csv"; // name file with itag info
$fileout = "ris_output_".$fileread;           // name file output

//create Itag
function createITAG($clientIdAct,$classID,$tokenAction,$nameTag,$localeITAG,$prettyIDTAG,$categorized,$parentID)
{
	//itag insertion
	//body creation
	$body = array("value"=>array());
	//values body
	$body["value"]["categorized"] = $categorized;
	//name itag
	$body["value"]["names"]=array();
	$body["value"]["names"][]= array("lang" => strtoupper($localeITAG),"label" => $nameTag);
	//add pretty id if it is defined
	if(trim($prettyIDTAG)!=""){
		$body["value"]["prettyId"] = $prettyIDTAG;//strtolower($prettyIDTAG);
	}
	$body["value"]["parentId"]= $parentID;
  //url ws THRON
  $itagdefinitionInsert = "http://".$clientIdAct."-view.thron.com/api/xintelligence/resources/itagdefinition/insert/".$clientIdAct."/".$classID;
	//var_dump($itagdefinitionInsert);
  // header ws THRON
	$header =  array(
			"Content-Type: application/json",
			"X-TOKENID:" . $tokenAction
		);
  //body request ws THRON
	$request = json_encode($body);
	//execute ws
	$curl = curl_init($itagdefinitionInsert);

	curl_setopt($curl, CURLOPT_HEADER, true);
	curl_setopt($curl, CURLOPT_RETURNTRANSFER, true);
	curl_setopt($curl, CURLOPT_HTTPHEADER, $header);
	curl_setopt($curl, CURLOPT_POSTFIELDS, $request);

	$curlRes = curl_exec($curl);

	$curlResInfo = curl_getinfo($curl);
	curl_close($curl);
  //response ws THRON
	$resHeadersString = substr($curlRes, 0, $curlResInfo['header_size']);
	$resBody = substr($curlRes, $curlResInfo['header_size']);
	$response = json_decode($resBody,true);
	//var_dump($resBody);
	$ris=array("status"=>$response['resultCode'],
				   	 "id"=>"",
						 "name"=>$nameTag,
				     "errorDescription"=>$response['errorDescription']);
  //ws info message
	if($ris['status']=="OK"){
			$ris["id"]=$response['item']['id'];
			}
  return $ris ;

}

//#########################################################################################
//main
//#########################################################################################
echo "<br>Start";
$arrayItagCreate=array();
//read file imetaid
echo "<br>Read file csv ITAG:".$fileread;
$fileData=fopen($fileread,'r');
$fileDataOut=fopen($fileout,'a');
//array e header file
$array  = array();
//read firt line
$header = null;

//echo "<br>StartAction ";
while($row=fgetcsv($fileData,0,";"))
   {

		//read header file
		if ($header === null) {
				$header = $row;
				continue;
			}
  	$all_rows = array_combine($header, $row);

	$ris=createITAG($clientId,$classIDITAG,$token,$all_rows["name"],$localeITAG,$all_rows['prettyId'],$categorizedITAG,$idRootITAG);
  //save output file
	fputcsv($fileDataOut,array($ris["id"],$ris["name"],$ris["status"],$ris["errorDescription"]),";");

   }

fclose($fileData);
fclose($fileDataOut);

echo "<br>END";
?>

At the same time, make sure you create non-organized tags that match the Product Codes in your PIM, such as "Commercial code" or "EAN". These tags will allow you to speed up your searches and provide autocompletion.

 

Below is an example of how to create non-organized tags within the TOPIC classification using the API:

 

 

REST:

POST "//<clientId>-view.thron.com/api/xintelligence/resources/itagdefinition/insert/<clientId>/<classificationId>" 

AUTHORIZATION: X-TOKENID 
Content-Type: Application/JSON
Body:
{
  "value": {
    "names": [
      {
        "lang": "EN",
        "label": "<Paste product code here>"
      }
    ],
    "pos": 0,
    "categorized": false
  }
}

JQUERY:

var requestBody = JSON.stringify({
   "value": {
       "names": [{
           "lang": "EN",
           "label": ""
       }],
       "pos": 0,
       "categorized": false
   }
});
$.ajax({
   method: "POST",
   contentType: “application / json”,
   url: "//<clientId>-view.thron.com/api/xintelligence/resources/itagdefinition/insert/<clientId>/<classificationId>",
   headers: {
       'X-TOKENID': "<Paste token here>"
   },

   data: requestBody
});

 

PHP:

Let's assume you have exported all the product codes from your PIM, you should set up a csv file that looks something like this. Then you can use the sample code provided here to create  non-organized tags:

 


<?php
//############################################################
//
//############################################################
//setup file
$clientId="CLIENTID";            //ClientID
$token="TOKEN ID"; 							 // token user
$classIDITAG="CLASSIFICATION ID";//id classification
$categorizedITAG=false;          // create itag categorized
$localeITAG="LOCALE ITAG";       // create itag for locale
$fileread="createTagToClass.csv";// name file with itag info
$fileout = "ris_output_".$fileread; // name file output



//create Itag
function createITAG($clientIdAct,$classID,$tokenAction,$nameTag,$localeITAG,$prettyIDTAG,$categorized)
{
	//itag insertion
	//body creation
	$body = array("value"=>array());
	//values body
	$body["value"]["categorized"] = $categorized;
	//name itag
	$body["value"]["names"]=array();
	$body["value"]["names"][]= array("lang" => strtoupper($localeITAG),"label" => $nameTag);
	//add pretty id if it is defined
	if(trim($prettyIDTAG)!=""){
		$body["value"]["prettyId"] = $prettyIDTAG;//strtolower($prettyIDTAG);
	}

	//$body["value"]["parentId"]= $parentID;
  //url ws THRON
  $itagdefinitionInsert = "http://".$clientIdAct."-view.thron.com/api/xintelligence/resources/itagdefinition/insert/".$clientIdAct."/".$classID;
	//var_dump($itagdefinitionInsert);
  // header ws THRON
	$header =  array(
			"Content-Type: application/json",
			"X-TOKENID:" . $tokenAction
		);
  //body request ws THRON
	$request = json_encode($body);
	//execute ws
	$curl = curl_init($itagdefinitionInsert);

	curl_setopt($curl, CURLOPT_HEADER, true);
	curl_setopt($curl, CURLOPT_RETURNTRANSFER, true);
	curl_setopt($curl, CURLOPT_HTTPHEADER, $header);
	curl_setopt($curl, CURLOPT_POSTFIELDS, $request);

	$curlRes = curl_exec($curl);

	$curlResInfo = curl_getinfo($curl);
	curl_close($curl);
  //response ws THRON
	$resHeadersString = substr($curlRes, 0, $curlResInfo['header_size']);
	$resBody = substr($curlRes, $curlResInfo['header_size']);
	$response = json_decode($resBody,true);
	//var_dump($resBody);
	$ris=array("status"=>$response['resultCode'],
				   	 "id"=>"",
						 "name"=>$nameTag,
				     "errorDescription"=>$response['errorDescription']);
  //ws info message
	if($ris['status']=="OK"){
			$ris["id"]=$response['item']['id'];
			}
  return $ris ;

}

//#########################################################################################
//main
//#########################################################################################
echo "<br>Start";
$arrayItagCreate=array();
//read file imetaid
echo "<br>Read file csv ITAG:".$fileread;
$fileData=fopen($fileread,'r');
$fileDataOut=fopen($fileout,'a');
//array e header file
$array  = array();
//read firt line
$header = null;

//echo "<br>StartAction ";
while($row=fgetcsv($fileData,0,";"))
   {

		//read header file
		if ($header === null) {
				$header = $row;
				continue;
			}
  	$all_rows = array_combine($header, $row);

	$ris=createITAG($clientId,$classIDITAG,$token,$all_rows["name"],$localeITAG,$all_rows['prettyId'],$categorizedITAG);
  //save output file
	fputcsv($fileDataOut,array($ris["id"],$ris["name"],$ris["status"],$ris["errorDescription"]),";");

	//$i++;

   }

fclose($fileData);
fclose($fileDataOut);

echo "<br>END";
?>

In-depth information:

 

[/dropdown]

[dropdown:3. Map your products in THRON]

Once the taxonomy has been built, you can map the products into THRON, replicating a simple product sheet with all the related information. That can be used by the e-commerce to build product-related pages.

 

To do this, create a "Products" folder in which you will publish a representative content (placeholder) for each of the products to be included in the e-commerce. It is advisable to use a Page content type as placeholder which can be named with the SKU.

 

Then make sure you have another folder named “Product related content” where all other content such as product images, manuals etc. will be published

 

To create the “Products” folder, click on the “+” button which is located at the bottom of the folders’ column.

In the modal window, make sure you enter the name “Products” and leave “No folder” as the main folder, since we are now creating a new root.

Then click on the “Edit access list” button and add both editors by giving them the right to edit content and publish content in the folder (Can edit folder and publish/remove content); then include Content Intelligence Managers and give them full rights over the content.

Save and close the modal. Repeat the same operation to create the “Product-related content” folder.

 

To create a Page content your editors will have to select the “Products” folder, then click on the “+” button in the header menu and select “HTML”, set content title and save and close the edit screen.

To upload other product-related content (images, manuals etc.) your editors will just have to select the “Product related content” folder from the left column and then drop files into the browser window.

You will not have to worry about formats or compatibility; THRON will automatically set up your content so that it can be delivered to any device. Right after the transcoding process, Content Intelligence Managers will be automatically notified that new content is ready; they will be able to fine-tune the content by checking its basic information and tags.

 

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[dropdown:4. Enrich placeholder content with product-related information]

The next step is to tag product placeholders with all the tags that have been generated from the information in the PIM. At the same time, remember to tag all product-related content with “Content types” tags.

To tag a piece of content, access its detail by clicking on the item in the list. Add tags to the TOPIC classification using auto completion or a dedicated modal.

To tag more than one piece of content using the same set of tags, select them directly from the list using checkboxes and then click on "Manage Tags" in the Smartbar.

The tags you have added will be associated with all the content of your selection.

 

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[dropdown:5. Link all product-related content to placeholders]

To complete the product sheets, ìplaceholders need to be linked to all product-related content that is decisive when purchasing a product or for the after-sales process: product images, manuals, video demonstrations, technical data sheets etc.

 

To link the contents, go to the Product Page in "Edit" mode and click on the "Linked" button in the right column. Then add all the content related to that specific product and save.

 

 

In-depth information:

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[dropdown:6. Use product sheets to enrich your e-commerce pages]

At this point, having replicated product sheets, you can use THRON's API to build product category pages or product details directly into your e-commerce. Let's see some examples:

 

Imagine that you want to build a page in which your users can, given a specific product category, see all the products connected to it. Since product categories have been imported into THRON as tags, simply invoke a search API that returns all the placeholders to which specific tag has been applied. Here is an example of a call:

Here is an example:

POST: "//<clientId>-view.thron.com/api/xcontents/resources/content/findByProperties"
AUTHORIZATION: X-TOKENID
Content-Type: Application/JSON
Body:
{
	"client": {
		"clientId": "<clientIdhere>"
	},
	"criteria": {
		"itagOp": {
			"itags": [{
				"id": "<tagId related to the product category here>",
				"classificationId": "<classificationId here>"
			}]
		},
		"linkedCategoryOp": {
			"linkedCategoryIds": [
				"<categoryId of the folder with the product-related Pages here>"
			]
		}
	},
	"contentFieldOption": {
		"returnLinkedContents": true,
		"returnLinkedCategories": false,
		"returnEmbedCodes": false,
		"returnThumbnailUrl": true,
		"returnItags": true,
		"returnImetadata": true,
		"ignoreITagCombining": true
	},
	"offset": 0,
	"numberOfresults": 50
}
For each of these products, you can then choose a representative image. To do that you will have to filter all the linked content (which have been returned by the previous request) by using the tag that identifies the product image, for example the front photo. Your request will have to be something like this:
POST: "//-view.thron.com/api/xcontents/resources/content/findByProperties"
AUTHORIZATION: X-TOKENID
Content-Type: Application/JSON
Body:
{
	"client": {
		"clientId": "<clientId Here>"
	},
	"criteria": {
		"contentIds": [
			"<put here all the ids of the linked content retrieved with the previous request>"
		],
		"contentType": [
			"IMAGE"
		],
		"itagOp": {
			"itags": [{
				"id": "<put here the id of the tag that identifies the fron photo>",
				"classificationId": "<ID of the TOPIC classification>"
			}]
		}
	},
	"contentFieldOption": {
		"returnLinkedContents": false,
		"returnLinkedCategories": false,
		"returnEmbedCodes": false,
		"returnThumbnailUrl": true,
		"returnItags": true,
		"returnImetadata": true,
		"ignoreITagCombining": false
	},
	"offset": 0,
	"numberOfresults": 0
}
 
Then imagine that a user clicks on one of these products and you have to point him to a page where all the content related to that specific product is available. Then you will just need to invoke THRON API to obtain details of the placeholder content; in the response you will find the tags and all the linked content. Here is an example of the request:
 
Just retrieve the detail of the placeholder content by using this request:
GET: "//<clientId>-view.thron.com/api/xcontents/resources/delivery/getContentDetail?clientId=<clientId>&xcontentId=<xcontentId>"
AUTHORIZATION: X-TOKENID
 
Subsequently, retrieve the information of the linked content that have been returned to you in the first request, in this way you will get both thumbnail urls to be used to include images on the frontend, and all associated tags.
 
These GET services are high availability services, explicitly built for frontend integration and therefore subject to caching.
 

Make sure that on the pages where the product sheets are loaded, there is also a tracking of the placeholder content. To do that, use the following code snippets:

 
First include the tracking library in the <head> section:
<script src="//<clientId>-cdn.thron.com/shared/plugins/tracking/current/tracking-library-min.js"></script>
 Then use the following code snippet:
var tracker = _ta.initContentTracker({clientId: "<clientIdhere>", xcontentId: "<xcontentId of the placeholder here>", contentType: "PAGELET"});
tracker.loadEvent();

 

In-depth information:

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[dropdown:7. Link content marketing channels to Content Intelligence]

Now that the product and e-commerce section has been completed, it is also important to link the entire Content Marketing funnel to Content Intelligence, so that you can collect relevant data on customers’ interests, which will then be used to recommend product-related content and point your customers towards e-commerce pages, creating a complete experience that guides the user consistently through all the stages of the buyer's journey.

The quickest way to achieve this result is to use Magic Site Integration, which allows you to reduce integration time to a minimum and start collecting the interests of your customers right away. 

 

First of all, you will need to make sure you have a “Content Marketing” folder in which Magic Site Integration will import all URL content related to your Content Marketing channels.

 

To create a new folder, click on the “+” button which is located at the bottom of the folders’ column.

 

In the modal window make sure you enter the name “Content Marketing” and leave “No folder” as the main folder, since we are now creating a new root.

Then click on the “Edit access list” button, add Content Intelligence Managers and give them \full rights over the content. Save and close the modal.

 

To activate Magic Site Integration click on the "+" button in the header menu and select "Magic Site Integration".

In the next modal, enter the domain of the website you wish to integrate, without the protocol (e.g. www.mywebsite.com) and make sure to select the folder "Content Marketing" as the folder in which you want the content to be published.

Repeat this operation for any channel you wish to integrate with Content Intelligence.

 

Alternatively to the use of Magic Site Integration, you can centralize all of your content in THRON by uploading digital assets via drag and drop.

Once the content has been uploaded and properly tagged, you can use the THRON Player to deliver them across all your digital channels via embed code, thus collecting relevant data on your audience's interests.

 

 

In-depth information:

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[dropdown:8. Tag your content]

For the whole process to be consistent, it is important that this content is properly tagged.

In particular, in addition to Audience Interests and Company Topics tags, it is important that this content is also tagged with some product features, i.e. distinctive product characteristics that can attract potential customers.

In this way, Content Intelligence will be able to take your customers to the final stage of the funnel – i.e. the decision – by  offering representative product content that is relevant to their actual interest in that moment.

 

To tag a piece of content, access its detail by clicking on the item in the list. Add tags to the TOPIC classification using auto completion or a dedicated modal. To tag more than one piece of content using the same set of tags, select them directly from the list using checkboxes and then click on "Manage Tags" in the Smartbar.

The tags you have added will be associated with all the content of your selection.

 

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[dropdown:9. Activate a Predictive Content Reccomendation]

At this point, the final step is to activate a recommendation that offers your product representative content to all users who have expressed a real interest in its features.

Simply install a "Predictive Content Recommendation" application on the "Products" folder, copy the provided embed code and paste them into the pages of your websites to automatically have a predictive widget that will take users to specific e-commerce pages.

 

First make sure that your Page content (placeholder) has a thumbnail that will be used by the recommendation widget. Our advice is to use the main product image as thumbnail.

To set a content thumbnail open its details in “edit” and click on the “Thumbnail” button in the right column. Choose the main image for the related product and save.

 

To create a new Predictive Content Recommendation app, click on the "+" button in the THRON header menu and select "Extensions and Connectors" to reach the Marketplace. Once there, select “Predictive Content Recommendation” and click on the "Activate" button. If the application is already active, make sure you have permission to manage it (if not, ask the application owner) and proceed with the configuration of the specific recommendation as explained below.

 

From the main screen of the application, click "Create new Recommendation" and provide a name that allows you to identify the recommendation quickly (e. g."E-Commerce Recommendation"); then select TOPIC as the classification to be used and "Products" as the folder in which products placeholders will be published.

 

In the recommendation management screen you will find the embed code for the recommended widget (both wall and content list), which you can copy and paste directly into your web pages to start driving users to  your e-commerce pages in a smart way, according to their real interests.

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KPI CHECK: Measure how your content influence the customer journey

 

To measure the effectiveness of your strategy, you can use the Content Performance Dashboard provided by THRON, and analyze how your content has influenced your customers’ buying process. To do this, you must first connect to THRON all the call-to-actions in your e-commerce, such as adding a product to the shopping cart or finalizing a purchase.

 

To create a CTA in THRON, click on the Advanced button in the header menu and reach the "Platform Settings" section; then click on “CTA Management” and create a new CTA, assigning it an explanatory name.

 

Copy provided code and paste it into your e-commerce pages, hooking the execution to the click on the relative button. Here’s an example:

 


<script>// <![CDATA[
   var trackCta = function(){
    var tracker = _ta.initCtaTracker('','');
    tracker.cta('');
   }
// ]]></script>
<button>Purchase</button> 

 

Finally, access the Content Performance Dashboard by clicking on "Intelligence" in the header menu. Select the desired call-to-action from dropdown and filter for the period of time before or after call-to-action execution to analyze your customers' behavior. 

 

In-depth information:

 

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