Jeff Weiner, CEO of LinkedIn said: “Data really powers everything that we do.”
Practicing data-driven marketing today is truly viable because we have access to more data than ever before. And now we have the capacity to combine different sources of data and the ability to distill the data points into actionable outcomes quickly and effectively.
We’ve been working over the last year at Uberflip to completely rebuild our analytics platform in order to provide customers with the data to help them action real-world problems they are faced with in their day-to-day roles. We built out a series of dashboards to help customers better visualize the data on how their content experience is performing and designed a series of reports that make it easy to get data into other systems.
As is the case with most marketers, we look at a ton of metrics every day. Some of these are referred to in the industry as vanity metrics because they are surface level and don’t tell the real story of engagement. For example, if you have 1,000 views on a page, that doesn’t tell you the full story. Did those 1,000 visitors actually read the content? Without looking at engagement metrics, it’s hard to tell.
At Uberflip, we recommend focusing on the metrics that tell the story of actual engagement, and Uberflip Analytics represents a dramatic step forward in how we can measure the impact of content experience.
In this blog post, we’ll go through six insights that weren’t possible before that you can now see with Uberflip Analytics.
1. See your best-performing channels
As a marketer, you spend a ton of time and resources trying to capture the attention of buyers. From channels like email, paid, social, search, etc., you want to be able to double-down on what’s actually working and move away from what’s underperforming. With Uberflip Analytics, you can see engagement by different sources to help answer questions like:
1. What are my top sources?
2. Which of these sources lead to visitors spending the longest time on the page (a key sign of engagement)?
3. What sources drive repeat visitors vs. which ones bring in primarily new traffic?
Using this type of engagement data, you can make decisions on channel performance instead of relying on the way you think something is performing.
2. See how content destinations accelerate the buyer journey
According to Forrester, buyers on average consume 11.4 pieces of content before making a purchase decision. It’s our job as marketers to get them to that point as fast as possible. But how do you know whether content is being binged?
Uberflip Analytics helps marketers understand the performance of content destinations in terms of engagement, content consumption, and conversion. You are probably used to seeing pages per session as a metric in platforms like Google Analytics. We take it one step further by showing you items per session—a more accurate indicator of bingeing because it ties back to actual content consumed.
Uberflip Analytics can also show you the breakdown between new and return visitors, your destination's bounce rate, and whether it led to a conversion activity. You can go even further by drilling into a specific content destination or "stream" to see what items are the most popular, visitor trends over time, and individual session details.
3. Understand the performance of CTAs to optimize conversion
Call-to-action conversions measure the percentage of visitors who take a desired action when they reach your site. It is a key measure of how well your funnel is performing and where visitors could be getting stuck. Uberflip Analytics provides three important metrics to look at CTA performance: impressions, activations, and submissions.
Impressions are how many times your CTA appears, activations are the number of times a visitor clicked into a CTA, and submissions are the number of times a visitor successfully submitted or clicked on the CTA.
With Uberflip Analytics, you can look at the relationship between the three components to get a detailed understanding of how CTAs are performing. For example: a high number of impressions and activations, but low submissions means something is causing visitors to not follow through.
Investigate the CTA fields or the order as some of them may be too burdensome for visitors. A low number of impressions may be due to where the CTA is placed and how many streams it’s active on.
Ultimately, you want to aim for an increase in submission rates in order to maximize both the quantity and quality of leads.
4. Understand the content paths visitors are taking
As marketers, we acknowledge that the buyer journey is not linear, but often a journey filled with multiple entry and exit points. Understanding how visitors are moving through content is key to putting together experiences that promote bingeing and keep visitors engaged.
Uberflip Analytics tracks each visitor and shows you not only the path by stream and item, but also the conversion rate associated with each of these paths.
This information is important because it can feed into how you create content consumption paths and help you better strategize how to put together content destinations that have a higher chance of performing.
5. Learn what content types resonate best with visitors
As a marketer, how do you know whether to focus on creating blogs, videos, whitepapers, or slide decks… or is there some other medium to put your focus on? To add to the complexity, it’s often not that simple given that buyers, according to Forrester, need an average of 11.4 pieces of content before making a purchasing decision.
With Uberflip Analytics, you can leverage the power of tags to see content engagement by content type and stage—helping you better understand what type of piece works at different stages of the journey. By looking at the engagement by content type, you can see not only the amount of traffic a piece of content receives—vanity metric alert—but whether those visitors actually stuck around long enough to consume that piece of content.
6. See what content isn't performing
Forrester did a study of B2B buyers and found that 66% of them felt vendors gave them too much content and 57% felt much of that content was useless. Your organization likely spends a lot of time and resources on creating content, so when that content isn’t used and doesn’t get any engagement, you have a problem on your hands.
Uberflip Analytics has a report (which can be easily exported) that shows you all the items with 0 views. This is a great starting point for content teams to assess which assets are not resonating and subsequently investigate why. You can decide to expose the assets in more places to see if that impacts performance or choose to retire it if it really isn’t up to snuff.
This report also sheds light on content topics or formats that may not be working based on various patterns. This helps you focus on creating the content that will drive leads and move buyers deeper into the decision-making process.
One of the key benefits of our new analytics platform is the ability to make improvements quickly and respond to customer feedback. By using a robust data model and partnering with Looker to bring data to life, we are able to provide marketers with the ability to drill down into their data like never before and help them solve problems they are faced with every day.