Example Scenario: Selecting Content to Recommend or Highlight

As a marketer you’re always looking for the best content to drive your visitors to conversion—whatever that conversion may be. Let’s see how Webtrends Explore can be used to inform your content marketing strategy by understanding what content is best to highlight.

Say you’re a marketer for a financial site. Your recent email campaign promoting a guide on choosing the right 401k funds drove a great click through rate of 14%. From your campaign tracking report in Webtrends Analytics On Demand you find the visitors associated with this campaign are among the top campaign sources of traffic.

Clearly, you’ll want to explore a bit more about these users’ activity to see why they were so engaged, and to understand how you can build on this campaign and maintain their engagement with additional content. You want to know what else are they interested in and if they are a good candidate for your personal financial advisor services.

To find out, you can use Explore to create a new view based on campaign IDs. The image below shows all of your campaigns, but you’re only interested in the email campaign, Campaign ID 80004.

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Then, you can filter the view on this campaign ID in order to focus on just the users who entered the site from this email campaign. Enter 80004 into the filter box on the top right of the data table.

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The view is adjusted to only show the filtered results, as follows:

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By adding a dimension, you can drill down to see all the pages viewed by visitors who came in from this campaign.

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Notice that the 401k article is the most viewed, but you’re also interested in what else was viewed by those specific visitors.

To continue to refine your view, create another quick segment for users who viewed the 401k article from this campaign. Note that the scope of this segment must be “Users” since you’re interested in what other content users looked at in addition to this article.

You may want to save the new segment for both the email campaign and 401K page, so you can return to the segment and share it with coworkers.

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For these users, let’s drill down into the other content they viewed, based on the Page Title. Looks like the top results for content viewed in addition to the campaign’s 401k content were titled “Get your personal finances in order in your 20s” and “How to manage student loan debt”.

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Out of curiosity, let’s drill in to see how this segment is distributed geographically. Drill in further based on the Region parameter.

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Let’s move Region over to look at Campaign, then Region, then the content. Just drag and drop Region in between Campaign ID and Page Title.

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Now you can see which regions these users are coming from. It looks like California is the top state for this campaign.

Let’s see what content is most popular with this audience.

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The result of this analysis tells us that these users are likely young, primarily based in California, and actively looking for advice on their personal finances. This indicates additional content on the basics of personal finances should resonate well with this group.

Furthermore, the high engagement level, seen in the number of page views tells you that these users may be good candidates for offers on related services, such as financial planning. Now you can return to your marketing platform and create a new campaign around the additional content and offers this segment of users found interesting.

This simple example shows how easy it is to go from simply measuring your user journey to using the data to uncover insights and plan for your next successful campaign.