Fragmented and scattered data make it difficult to use them to personalize the online customer experience , one of the “must haves” at a competitive level. However, there is a percentage of companies, called “early adopters” (20% of the total), that have embraced an intelligent content management strategy with significant economic advantages . In fact, they have increased:
23% chance of increasing new customers
21% chance of increasing revenue per user
13% probability of improving the EBITDA indicator (gross operating margin)
But what is the approach used? These companies use:
Centralized distribution
It involves uploading all digital content to a single point where you can usefulness of self employed database intervene jointly (including external parties) in the various phases of their life cycle and then distribute them across the various channels. This allows you to work on a single content , eliminating duplications and redundancies and collecting uniform data on its performance.
Content Intelligence
Content Intelligence refers to the application of Artificial Intelligence to content . Categorizing content allows us to more accurately associate topics and formats with the users who visit them, extracting their interests in real time. This is qualitative data that can be added to traditional analytics to personalize the user experience.
For further information you can read the post: How to analyze the User journey with Google Data Studio (with downloadable Canvas! )
Centralized content distribution and content intelligence
In the following image we see in detail the operational benefits of early adopters thanks to the adoption of intelligent content management systems: