{"id":3196,"date":"2021-07-09T08:48:00","date_gmt":"2021-07-09T08:48:00","guid":{"rendered":"https:\/\/syndigo.com\/ebook\/analytics-the-ultimate-critic-for-delivering-content-success\/"},"modified":"2024-05-13T17:29:58","modified_gmt":"2024-05-13T17:29:58","slug":"analytics-content-success","status":"publish","type":"post","link":"https:\/\/syndigo.com\/pl\/blog\/analytics-content-success\/","title":{"rendered":"Analytics: The \u201cultimate critic\u201d for delivering content success"},"content":{"rendered":"\n

It\u2019s one of the many things that keeps a digital marketer up at night: \u201cWhere does my product come up when someone searches on Amazon<\/a>?\u201d Which can lead to others: \u201cDoes my product appear on the actual PDP?\u201d and \u201cIs my product listed as available to buy?\u201d It can be a downward spiral from there: \u201cIs my product even listed?\u201d \u201cAm I winning the buy box?\u201d \u201cIf not, why?\u201d<\/p>\n\n\n\n

Answers to these questions are difficult to manage manually. It\u2019s a tough task for analysts, and if you manage more than one or two products (on only one or two sites), it becomes daunting. Imagine having thousands of products across dozens of retailers, where understanding these data points is just a small part of your responsibilities\u2026<\/p>\n\n\n\n

In today\u2019s omni-channel marketplace, it is understood that brands need complete core product information along with enhanced content to drive engagement. But analytics are often overlooked, due to time constraints, confusion on what to analyze, or budgets stuck in other departments. However, analytics are what enable brands and retailers to critique and then optimize their approach. If core content<\/a> is an item\u2019s ingredients, and enhanced content<\/a> is the \u2018sizzle\u2019, then analytics is the \u2018restaurant critic\u2019 that can tell you where you\u2019re succeeding and where you\u2019re not up to standard.<\/p>\n\n\n

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\n\t\tANALYTICS, IN 6 QUESTIONS\t<\/div>\n\t
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For eCommerce product marketers, there are six critical questions you need to first ask and then stay on, when understanding how to optimize your products\u2019 performance. We\u2019ve got the guide right here.<\/p>\n\t<\/div>\n\t\t\t

\n\t\t\tRead more<\/a>\n\t\t<\/div>\n\t<\/div>\n\n\n\n

Those familiar with the online world are comfortable with the tools available to measure performance. Things like SEO, page analytics, backlink tracking and many other measures are critical for monitoring and optimizing your success. Anyone working in physical retail would have to have information on item-by-item availability and performance. It is no different when analyzing items selling on an eCommerce site. Having a deep and connected network of analytical tools ensures that you can understand performance and make any real-time changes to improve your shopper engagement.<\/p>\n\n\n\n

When considering the analytics tools available to you, there are three main categories.<\/p>\n\n\n\n

Web analytics. <\/strong>Whether it is industry standards like Google<\/a> or more custom tools for evaluating enhanced rich media content for products sold online, understanding what is out there is important. For suppliers, using enhanced content tools to understand what is being presented or promoted by brand or by retail site is required. This is ensures that your content meets readiness standards for recipients, as well as helping you to understand what your competitor brands have available and are promoting.<\/p>\n\n\n\n

Retailers also need to understand readiness from the opposite point of view \u2013 being able to see the categories and brands that meet requirements and that are therefore ready to present well to customers. Highlighting these brands to shoppers is a good approach that helps raise the overall content quality site-wide.<\/p>\n\n\n

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\n\t\tCONTENT READINESS AND CONTENT HEALTH: WHAT\u2019S THE DIFFERENCE?\t<\/div>\n\t
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The terms \u201ccontent readiness\u201d and \u201ccontent health\u201d are sometimes used interchangeably, but they\u2019re very different. When referring to readiness, this indicates a yes-or-no state and is very tactical Does the content include the bare minimum requirements to be accepted by a recipient? Note, each recipient may have different readiness requirements. If yes, then the content is ready to be submitted.<\/p>\n\t<\/div>\n\t\t\t

\n\t\t\tRead More<\/a>\n\t\t<\/div>\n\t<\/div>\n\n\n\n

Content health,<\/strong> on the other hand, is a more strategic analysis that evaluates the overall quality of an item\u2019s complete submission, beyond core requirements. Examples of this would be whether there are more than the minimum number of images included on your PDP, or does your PDP include videos , 4- and 5-star reviews (or 1-star reviews) \u2013 all of which affect your page performance, etc. Content health is a critical measurement for both retailers and suppliers to enable a more shared understanding of the quality of the overall PDP, allowing both sides to work towards increasing traffic, conversion and sales.<\/p>\n\n\n\n

Digital shelf analytics.<\/strong> This second classification of analytics refers to the myriad of tools that can evaluate content in the way that a shopper might see it. By taking a point-in-time snapshot, these reports give brands and retailers a \u201creality check\u201d, into what consumers are seeing online for your products and how you measure against the competition. Content Integrity audits are a good example. These reports help to identify whether your brand is \u201clive\u201d on recipient sites and whether the exact optimizations you syndicated have made it to the retailer\u2019s website.<\/p>\n\n\n\n

Other reports can show items that are listed as Out of Stock; or who is owning the Buy Box; or who is winning on in-site search; or pricing intelligence, including whether the listed amount in an affiliate site \u2018buy box\u2019 is within a brand\u2019s parameter.<\/p>\n\n\n\n

See the different analytics and reporting options available through CXH<\/strong><\/p>\n\n\n\n

REPORTING<\/strong><\/p>\n\n\n\n