Understanding Kapost Insights

Transcription

1 Understanding Kapost Insights Overview Insights provides you with data to better understand how your marketing content engine is enabling your marketing efforts from these perspectives: Production - What the efficiency and breadth of content you are creating? External Reach - How is your content being engaged with? Internal Reach - How is your content being shared internally through the Kapost Library? Conversion - How is your content contributing to your sales funnel? You access Insights from the Application Menu icon. Insights offers navigation to the production analytics, the external and internal reach analytics, and the conversion analytics. Within each section of Insights you can filter the date range of the data using the View pull down menu in the upper right hand corner.

2 All charts and graphs can be downloaded from the download icon. Download options include JPEG image, PDF document, or CSV. Most charts can also be filtered by Content Type, Personas, Buying Stages, Categories or Campaigns by choosing the appropriate option from the filter pull down menu. Each graphs contains a question mark icon for easy access to additional information about the data being displayed. Production Production data is gathered from the work completed within factory. There are 4 charts available. 1. How long does it take to produce content? Use this graph to see how the average production times are trending over time. Each column represents the average time, in days, it took the Kapost members to produce the content completed. Content must be completed (mark all tasks off as complete in a workflow) or published for it to be calculated in this graph's calculations. To gain more insight, hover over a specific point on the graph. A tooltip will display more information about how many pieces are being charted, and on what date.

3 Use the filter drop down menu to change the display by Content Type, Personas, Buying Stages, Categories, Authors, or Campaigns. Selecting to filter by Content Type displays a content type drop down menu to choose from. This menu is populated from the content types and workflow configuration settings.

4 Selecting to filter by Personas displays a persona drop down menu to choose from. This menu is populated from the Personas and Buying Stages grid. Selecting to filter by Buying Stages displays a buying stages drop down menu to choose from. This menu is populated from the Personas and Buying Stages grid. Selecting to filter by Categories displays a categories drop down menu to choose from. This menu is populated when there is a Drupal or Wordpress integration configured.

5 Selecting to filter by Authors displays an author drop down menu to choose from. This menu is populated with all Kapost admin, editor, and contributor members. Selecting to filter by Campaigns displays a campaign drop down menu to choose from. This menu is populated from the campaign catalog.

6 2. How often are assets delivered late? Use this graph to see how on- time delivery rates are trending over time. Each data point represents the percentage of content completed or published, the Kapost members delivered late. Kapost members must include deadlines on the last "In Production" task AND complete (mark all tasks off as complete in a workflow) or publish content for it to be considered in this graph's calculations. Use the filter drop down menu to change the display by Content Type, Personas, Buying Stages, Categories, Authors, or Campaigns. See the Filter Menu section above. Additionally, more insight can be gained by hovering over a specific point on the graph. A tooltip will display more information about the total number of assets produced and the percentage that were late. 3. Which workflow tasks are slowing down our production? Use this graph to see which workflow tasks are taking the longest to complete and are continually being completed late. The tasks charted towards the upper right portion of the graph are tasks that take a long time to complete and have a low on- time completion rate. The tasks charted towards the lower left portion of the graph are tasks that take a short time to complete and have a high on- time completion rate. The Kapost members must include deadlines on tasks and mark all tasks in the workflow as complete for the assets to be considered in this graph's calculations. This chart allows you to visually identify tasks that take a lot longer than most other tasks and find areas where you may increase efficiency. Use the filter drop down menu to filter by content type. Additionally, more insight can be gained by hovering over a specific point on the graph. A tooltip will display more information about the average number of days to complete the asset and the percentage of how many are late.

7 4. What gaps do we have in our strategy? By choosing the x and y- axis you can cross- reference multiple criteria to identify areas where the content strategy may be lacking content. For example, plot personas on the x- axis and buying stages on the y- axis. The graph will then display how much content was produced for each persona/buying stage cross section for the given date range. The more content produced, the darker blue the cell will appear. Use any metadata in the Kapost factory to influence this graph.

8 The 3 available filter drop down menus are shown below. Use various combinations to display this production information in a variety of ways. Once the grid populates you can select the data to display additional information based on the filtering options selected. Reach There are two sections available within the Reach Insights. External Reach Insights allow you to learn how the general public is engaging with the content. Internal Reach Insights allow you to learn how an internal audience is engaging with content in the Kapost Library. Select the appropriate section link at the top of the screen to display either External Reach or Internal Reach Insights.

9 External Reach There are 8 graphs available. 1. What is my cross channel reach? Use this graph to see how all of the omni- channel content is performing in your cross channel and cross content marketing efforts. Engagements are defined as follows: Opens for content Page views for web content Downloads for document content Video views for video content s Opened represents a roll up of Total Opens across all Eloqua (Eloqua only) s that are synced into Kapost. The Eloqua API is used to pull that data into Kapost (i.e. requires integration with Eloqua). Page Views represent a roll up of Page Views across all HTML content (typically blogs) being tracked in Kapost. Kapost pulls this data in two ways: Either using the Kapost JavaScript that we insert into your HTML content OR through Google Analytics. Downloads represents a roll up of Downloads across all of the Document content. The Kapost Tracking URLs are used to pull this data through to Kapost (i.e. Kapost users need be sharing/using the Kapost Tracking URL). YouTube Views represent a roll up of Total Views across all YouTube videos published from Kapost. The YouTube s API is used to pull that data into Kapost (i.e. requires integration with YouTube). More insight can be gained by hovering over a specific point on the graph. A tooltip will display more information about the number of downloads, the number of page views and the number of YouTube views.

10 2. Which channels drive the most traffic? Use this graph to see how much traffic each of the marketing channels (i.e. social, paid, etc.) are driving traffic to your content. Each data point represents the total number of referrals a particular channel drove to your content for the given time period specified. Drill down into social, and paid, to see which specific social channels or paid channels are most effective. Drilling into social will highlight the referrals for Facebook, LinkedIn, and Twitter. Drilling into paid will highlight the referrals for Adwards, Doubleclick, Adroll and Outbrain. Drilling into search will highlight the referrals from Google, Yahoo, and Bing. Direct visits are measure when consumers visit the published URL. You cannot drill into Other which includes data such as people visiting the content from an embedded link elsewhere on the web. Specific information on referrals include: Referrals on YouTube views are pulled from YouTube Referrals on Page Views are pulled from our JavaScript or Google Analytics Download referrals are pulled from the bit.ly shortner if used within Kapost No referrals are reported on opens However, Kapost classifies referrals into Paid (Outbrain, Adroll, Doubleclick, or Adwords), Search, Direct, Facebook, Twitter or LinkedIn. In other words, if a page view came from google.com, it is classified as Search. If a Download came from outbrain.com it is classified as Paid.

11 3. What is our channel strategy s impact on engagements? Use this graph to see how changes in the channel strategy affect your content's overall reach. For example, does changing the ratio of paid promotion to social promotion negatively or positively affect the amount of traffic reaching your content over time? Specific information on referrals include: Referrals on YouTube views are pulled from YouTube Referrals on Page Views are pulled from our JavaScript or Google Analytics Download referrals are pulled from the bit.ly shortner if used within Kapost No referrals are reported on opens However, Kapost classifies referrals into Paid (Outbrain, Adroll, Doubleclick, or Adwords), Search, Direct, Facebook, Twitter or LinkedIn. In other words, if a page view came from google.com, it is classified as Search. If a Download came from outbrain.com it is classified as Paid.

12 4. Where is our content shared? Use this graph to see where your leads and prospects, once they reach your content, are sharing your content on social channels. Data is gathered by determining where a published URL or the bit.ly shortened links exist on the web. The data looks at Facebook, LinkedIn, and Twitter. For content assets with document body types, both the published URL and the Tracking URL are used to gather data on where a document is being shared. Shortened links created outside of Kapost, within tools like Hootsuite, are not being considered in the data consolidation.

13 5. Engagement Performance Summary Use this graph to see a rollup of engagement performance (page views, downloads, opens, and YouTube views) by content type, persona, buying stages, categories, authors, or campaigns. Using the filters, this graphs allows you to understand what s driving the most reach for your business.. 6. Shares Performance Summary Use this graph to see a rollup of shares performance (asset shares on LinkedIn, Twitter, and Facebook) by content type, persona, buying stages, categories, authors, or campaigns. Using the filters, this graph helps you understand what s driving the most content shares. Data is gathered by determining where a published URL or the bit.ly shortened links exist on the web. The data looks at Facebook, LinkedIn, and Twitter. For content assets with document body types, both the published URL and the Tracking URL are used to gather data on where a document is being shared. Shortened links created outside of Kapost, within tools like Hootsuite, are not being considered in the data consolidation.

14 7. Which assets are engaged with the most? Use this graph to see a listing of active engagements. Engagements are defined as follows: Opens for content Page views for web content Downloads for document content Video views for video content Touches represents (Eloqua only) s that are synced into Kapost. The Eloqua API is used to pull the data into Kapost (i.e. requires integration with Eloqua). Page Views represent HTML content (typically blogs) being tracked in Kapost. Kapost pulls this data in two ways: Either using our own JavaScript that we insert into your HTML content or through Google Analytics.

15 8. Which assets are shared the most? Use this graph to see a listing of assets being shared. Data is gathered by determining where a published URL or the bit.ly shortened links exist on the web. The data looks at Facebook, LinkedIn, and Twitter. For content assets with document body types, both the published URL and the Tracking URL are used to gather data on where a document is being shared. Shortened links created outside of Kapost, within tools like Hootsuite, are not being considered in the data consolidation.

16 Internal Reach There are 3 graphs available. 1. How much are my internal teams viewing my assets? Use this graph to see how often internal Kapost teams are viewing assets published to the Kapost Library. 2. How much are my internal teams sharing my assets Use this graph to see how often internal Kapost teams are sharing (through and social channels) the assets published to the Kapost Library.

17 3. How much traffic are Kapost Library shares driving back to my assets? Use this graph to see how much traffic shares from the Kapost Library are driving back to your assets. This data is gathered when the asset is shared using the Kapost Library sharing tool. Conversion There are 3 graphs available. 1. Which assets are resonating with each of your funnel stages? Use this graph to understand how specific content assets are contributing to each stage of the sales cycle (i.e. MQLs, SQL, closed win). You can click each stage to display the assets resonating with each stage. To narrow in on a specific content/asset type, use the drop down menu available on the graph displaying the assets. For each asset, you can view the total number of prospects that touched the asset for that stage or view Kapost's calculated Content Score. Integrations with Salesforce and Marketo/Eloqua are required for content scoring. Only those assets tracked by your marketing automation platform are considered in this graph.

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19 2. Which campaigns are resonating with each of your funnel stages? Use this graph to understand how specific campaigns are contributing to each stage of the sales cycle (i.e., MQLs, SQLs, closed wins). You can click each stage to display the campaigns resonating with each stage. To narrow in on a specific campaign, use the drop down menu available on the graph displaying the campaigns. For each campaign, you can view the total number of prospects that touched the asset for that stage or view Kapost's calculated Content Score. Integrations with Salesforce and Marketo/Eloqua are required for content scoring.

20 3. Which categories are resonating with each of your funnel stages? Use this graph to understand how specific content categories (as defined in Drupal or Wordpress) are contributing to each stage of the sales cycle (i.e., MQLs, SQLs, closed wins). Click each stage to display the content categories resonating with each stage. To narrow in on a specific category, use the drop down menu available on the graph displaying content categories. For each content category, you can view the total number of prospects that touched an asset in the assigned content category for that stage or view Kapost's calculated Content Score. This graph requires a Drupal or Wordpress integration.