The aim is to provide data on the entire value chain as widgets: PLAN data(this helps us to select and design topics), PUBLISH data(what content have we produced?), REACH data(what content is visible, how and where, and how was it directly reacted to?), IMPACT data(what impact did the communication have on the target groups?) and VALUE data(what was the impact on the business?).
The Content Data Center supports you and the entire team in making better decisions in all phases of communication. We base our data on a simple value creation model. "Planning" data should help you to plan content better. "Production" data should show whether you have produced and published the right content, and "contact" data should show how many people you have reached with this content. The "impact" data shows what effect the content had and the "added value" data shows what value contribution the content ultimately made to your company's success.
Please note that we are currently still in the beta phase. We are starting with a basic set and are continuously expanding the offering. Which data you can integrate also depends on which data sources you use and on your security concept. Public data (e.g. from Google Trends) is generally completely unproblematic. But when it comes to "value" data, we need to work closely with your IT security.
What data is displayed in the Content Data Center?
PLANNING: What content do you and the market need right now?
Our PLAN data gives you an overview of what is currently happening in the market. Many different sources can be integrated into the Scompler Content Data Center and bundled into important topics. For example, you can see the collected data from Twitter, Talkwalker, topic surveys and Google Trend on a single dashboard. Elsewhere, this phase is often referred to as "ideation". But we think that's too narrow. It's not just about getting ideas. It's also often about the right timing. In other words, having a strategically important topic and then observing the market to see when the topic is currently being discussed or searched for and then using this as an opportunity for a campaign.
PRODUCTION: Do you also create the right content according to the planning?
To create good content, it is not enough to simply jump on current trends. "Good content" also means that you follow a narrative and set topics. However, we have observed that all good intentions and plans get lost in day-to-day business, in line with the motto: "Life is what's happening, while your making plans". The PRODUCTION data shows you what content you have actually produced and whether the content produced is also "on strategy": Are you talking enough about the strategically important topics? Are you focusing your use of resources enough, for example, to be able to set topics? How is your content distributed across the channels?
Share of content by topic
Share of content by target
Share of content by message
Share of content by protagonist
Calendar overviews by channel
Calendar overviews by destination
Calendar overviews by message
and many more
CONTACT: Does the content reach your target groups?
CONTACT data shows you the direct success of communication, in particular the reach and engagement achieved, but also which specific media have picked up on your messages. These are the classic KPIs that most companies often use anyway.
Reach figures for individual postings in the connected social networks
Engagement figures for individual posts from connected social networks
Access numbers to individual pages of the website from Google Analytics
Aggregated reach and engagement figures from different channels for individual stories or topics.
Ranking data for individual pages and topics
EFFECT: Does the content have an effect on your target groups?
The EFFECTIVENESS data shows you the impact of communication, i.e. whether your communication has changed opinions. This is where measuring success traditionally becomes more difficult, as there is little data immediately available. The aim here is to determine whether something has changed "in the mind" of the target group. We have recently started working with Civey, a paid real-time market research service. The data from Civey can be easily integrated into our dashboards.
Results of surveys via CIVEY directly in real time.
Impact data from Google Analytics, e.g. on the number of brand searches
Number of direct responses to call-to-actions
more will follow
VALUE CREATION: Does the content help to achieve the desired success?
VALUE CREATION data describes the business impact of communication, e.g. sales or customer profits. Currently, we can best integrate output data via our interfaces to Tableau, Power BI and Open Data. Data from Salesforce, Hubspot or SAP, for example, can also be displayed in Scompler , taking all data protection considerations into account. This area is the supreme discipline of communication controlling and is usually very complex. We are currently launching our first projects with customers in this area. Please feel free to contact us.
