The goal is for us to provide data across the entire value chain as widgets: PLAN data(which helps us select and design themes), PUBLISH data(what content have we produced?), REACH data(what content is visible, how and where, and how was it responded to directly?), IMPACT data(what impact did the communication have on the target groups?) and VALUE data(how did this impact business?).
The Content Data Center helps you and the entire team make better decisions at all stages of communication. We base our data on a simple value creation model. "Planning" data should help better plan content. "Production" data should show whether you produced and published the right content, and "Contact" data should show how many people you reached with that content. The "impact" data shows what effect the content has had, and the "value creation" data shows what value contribution the content has ultimately made to your company's success.
Please note that we are currently still in the beta phase. We start here with a basic set and continuously expand the range. Which data you can include also depends on which data sources you use and on your security concept. Public data (for example, from Google Trends) is generally completely unproblematic. But especially with "value" data, we need to work closely with your IT security.
What data is presented 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. A large number of different sources can be integrated into Scompler's Content Data Center and bundled into important topics. For example, see collected data from Twitter, Talkwalker, Topic Surveys, and Google Trend on a single dashboard. Elsewhere, this phase is also often called "ideation". However, we find this too narrow. This is not just about getting ideas. It's also often about the right timing. So that you have a strategically important topic, and then you observe the market, when the topic is currently being discussed or searched for, and that you then use that as an opportunity for a campaign.
PRODUCTION: Do you also create the right content according to the planning?
For good content, it's not enough to just jump on current trends. "Good content" also means that you follow a narrative and set themes. However, we have observed that all good resolutions and plans get lost in the 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? Do you focus your use of resources enough, for example, to be able to (re)set topics? How is your content distributed across channels?
Available PRODUCTION data
Share of content by topic
Share of content according to goals
Content share by message
Content share by protagonist
Calendar overviews according to channels
Calendar overviews according to goals
Calendar overviews by messages
and many more
CONTACT: Does the content reach your target groups?
CONTACT data shows you the direct communication success, especially the achieved reach and engagement, but also which media specifically picked up your messages. These are the classic KPIs that most companies often use anyway.
Available CONTACT data
Reach figures of individual postings in the connected social networks
Engagement numbers of 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 work for your target groups?
The EFFECT data shows you the communication effect, i.e. whether opinions have changed as a result of your communication. Here, measuring success traditionally becomes more difficult because you have little data immediately available. After all, the point here is to determine whether something has changed "in the mind" of the target group. We have recently been very happy to work with Civey, a paid real-time market research company. The data from Civey can be easily integrated into our dashboards.
Available EFFECTIVE data
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 achieve the success you're aiming for?
VALUE CREATION data describes the business impact of communication, e.g. sales or customer wins. Currently, the best way to integrate output data is through our interfaces to Tableau, Power BI and Open Data. Here, 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 communications controlling and is usually very complex. Here we are just starting the first projects with customers. Let's talk about it with pleasure.
