Content Analytics Enabled Engagement in Australia

The content teams are overloaded with content production, yet the sales & marketing teams lack enough content. There is a perpetual gap understanding content message & asset suitability by customer segment, leading to spray & pray approach in the market.
 

We conducted a detailed audit identifying content availability & utilization gaps. Subsequently, a brand taxonomy was created for every content asset in the library, using which we analyzed content engagement & decay patterns by customer segments. The team also developed a dashboard to monitor performance enabling brand team with a decision matrix to leverage existing asset vs create a new one.

• >50% of the assets found to be redundant and removed from active library to simplify operations
• High performing assets & messages tagged for increased promotion amongst target group of doctors
• Strategic planning for future assets enabled using content affinity & engagement analysis