It’s clear that brands are well aware of the value analytics can bring, but they may not be using those analytics often enough or at the right time. In this article, we’ll explain where content analytics fits in the content workflow, define some of the metrics that matter and show you how you can further optimize your content workflows with the help of a modular DXP.
Analysis Phase: Finally, in the analysis phase, content is analyzed to determine how much traffic is produced as a result, identifying which channel or channels the content needs to be attributed to and determining which KPIs have been met or not met as a result of that content production. In the typical content workflow, analytics may seemingly come only at the end. However, that places limitations on what can be achieved with proper content analytics and how it can fit into other content workflow areas to improve overall performance.
Analytics is a critical component of the content workflow, but it cannot be a standalone or siloed piece of the puzzle or else brands will find it challenging to improve the effectiveness of the content. Content analytics needs to be connected so you can analyze it throughout the entire workflow, and that can be done with the help of a modular DXP.
With the Analytics Connector Pack, you can integrate analytics directly into the CMS, providing a native view that helps you make data-driven decisions that improve the customer experience. Marketing data can be viewed in context through highly customizable visual dashboards, whether you’re using out of the box analytics tools or connecting other tools that fit your particular industry.
When viewing in context like this, you can gather personalization data to determine how customers responded to previous campaigns, streamlining the content creation process and ensuring that the right content gets delivered at the right time.