Content Analytics

Introduction

Advanced Content Analytics is a full-scale solution to allow Content Marketers to have decision-making power with a data-driven approach:

  • Discover your trending topics, focusing on the production of content that captures the interest of your audience.
  • Real-time actionable insights. Verify if content is in line with the user’s expectations.
  • Understand business drivers, and how content and users relate to your business. Use data and assets to achieve results.
  • Explore data from high level concepts down to single content or user level.

 

What’s in it

Once CONTENT ANALYTICS has been activated in your Platform, users with the appropriate role will be able to access the "Intelligence" section and consult the Content Analytics Dashboard.

 

From this screen you will be able to collect all the relevant information on your content and its usage.

All data illustrated in this console always refer to the time interval selected at the top of the console. You will be able to set the following time intervals:

  • Last 30 days
  • Last 7 days
  • Last day
  • Custom

Each time you change the time interval you will have to refresh data by hitting the "Filter" button. In the right side of this section you can see the last update of the collected data. This means that visualizations after that time are not yet ready to be displayed.

The first relevant information that you find within this section is the total number of visualizations and unique contacts in the selected period, and the relative trend.

Please note that each time you set new filters and hit the "Filter" button, these results will update according to the provided filters. To add filters, you just have to identify the data of interest in the charts, select the relative checkbox and hit the "Filter" button. Let's take a closer look at the available charts.

The first collection of charts refers to contacts-related data:

  • Views by contacts’ interests: this chart shows the breakdown of total views according to the interests of contacts, which are the TAGS of the TOPIC classification linked to the contacts who performed views in the selected period. Make sure you do not misinterpret this information: the total sum of the percentages shown in this chart does not correspond to 100% of the views, and this because each contact performing views in the selected period could be linked to more than one tag present on this list.
  • Views by contacts’ profile: this chart shows the breakdown of total views according to the profile of contacts, which are the TAGS of the TARGET classification linked to the contacts who performed views in the selected period. Make sure you do not misinterpret this information: the total sum of the percentages shown in this chart does not correspond to 100% of the views, and this because each contact performing views in the selected period could be linked to more than one tag present on this list.
  • Contact types: this chart illustrates the breakdown of total views in the selected period between anonymous contacts and profiled contacts.
  • Operating system: this chart illustrates the breakdown of total views in the selected period according to the operating system used to access content.
  • Domain: this chart illustrates the breakdown of total views in the selected period according to the domain used to access the content.
  • Referral: this is the breakdown of domains that pointed your users to view your content (e.g. the pages they were looking at before landing on your content).
  • Context: this chart illustrates the breakdown of total views in the selected period according to the context defined for the specific shares from which contacts accessed your content. Please note that not setting a specific context for your shares will result in an entry on the "Context not available" for each performed view.
  • Geographic distribution: this chart shows the geographical distribution of the total views in the selected period.

 

The second collection of charts refers to content-related data:

  • Views by content topic: this chart shows the breakdown of total views according to the topics of content, which are the TAGS of the TOPIC classification linked to the content that has been viewed in the selected period. Make sure you do not misinterpret this information: the total sum of the percentages shown in this chart does not correspond to 100% of the views, and this because each content could be linked to more than one tag present on this list.
  • Views by content target: this chart shows the breakdown of total views according to the targets of content, which are the TAGS of the PERSONAS classification linked to the content that has been viewed in the selected period. Make sure you do not misinterpret this information: the total sum of the percentages shown in this chart does not correspond to 100% of the views, and this because each content could be linked to more than one tag present on this list.
  • Views by content type: this is the breakdown of total views of content in the selected period according to its type.
  • Engagement: this is a representation of the content completion ratio, meaning that it illustrates the percentage of content viewed by your contacts.
  • Most visited content: this is a list of the most visited content in the selected period.

 

There is then a third section related to download events, and it displays the following information:

  • Downloads by contact type: this is the breakdown of total downloads according to the type of contact, either anonymous or profiled.
  • Downloads by content type: this is the breakdown of total downloads according to the type of content.

 

If you have any custom classification, related data and charts will be displayed in the lower part of the screen.

 

Filtering and drill-down

As mentioned above, each information presented in the charts can be combined with any other to filter global data and extract specific sub-sets of information. Just select the checkboxes and hit the "Filter" button. Another relevant available feature is drill-down. By clicking each chart you will be able to increase the level of detail on that specific information, extracting data up to the specific single tag or contact, or even content.

 

Data export

All extracted data can be exported as csv files, so you can upload them into any aggregate analysis tool or simply submit the results of your content strategy to all the stakeholders.

 

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