TrenDemon Content Attribution Model – A Look Under Our Hood
How TrenDemon’s Content Attribution Score is calculated, which factors we take into account and why we chose them
We get many questions about how we attribute the influence of content on goals, how we calculate our attribution score and how we know which content to recommend. To help clear some of the fog, here’s an overview of our attribution methodology and principles:
The basic question attribution systems are designed to answer are which sources or events at certain points of the customer journey have caused other events later on that journey. TrenDemon is designed to answer a more specific kind of attribution question – how well is content influencing users to move forward in their journey towards the desired business objective and which items and assets are the most influential.
Divide and Conquer – Identify your content areas from the rest of the site. This first step helps segment your site to its different areas. This distinction helps us focus our content marketing related questions to the relevant parts of the site. For example, your site may contain a blog, product pages and a pricing area. Analyzing all of these pages, in the same way, will make it harder to draw specific conclusions regarding the performance of the blog.
Define Clear Objectives – Set which events in the customer journeys indicate a successful one. In some cases, this means connecting to another system which lays beyond the website, like the CRM. The deeper the dots which you can connect, the deeper the insight you can derive.
Content to Goals – If the content is king then context is a god. We measure every piece of content in relation to every business goal set. The attribution score of a page is calculated for each of those goals since a given article can be great for getting people to sign up for a newsletter, but less effective for influencing a purchase decision.
Journeys, Not Funnels – We look at the customer journey as a way of connecting information about how users engage with content on their way to a goal. By looking at people, not only outcomes, we can ask deeper questions on how content assets are influencing behavior, from the micro level to the very macro.
Now, that we’ve laid the foundation, we can move on to scoring content. In our model, we take into account the following factors:
The 5 Key Factors we consider:
> Quantitative Presence – In how many successful journeys did the page participate in?
> Qualitative Presence – What is the success rate of the page in journeys?
> Distance from Goal – How long before reaching the goal was the page read?
> Read Score – Which % of people that visited the page, actually read it?
> Proceed Score – Which % of people who visited the page, also went on either to read or act?
Calculation – Dividing the influence pie:
We first take all the participating pages in successful journeys that passed the minimum consideration threshold. We then allocate weights to each page, based on the factors above, for a total of 100% for all participating pages. This allows presenting the relative weighted influence of each page for every selected goal.
Calls to action (CTA) are banners or forms that can be shown to your visitors under different circumstances. CTAs are an excellent way to boost conversions. They allow you to drive traffic from your content to landing pages, or to capture leads and other contact information from your visitors. There are several behaviors of CTAs, Exit intents, Powerbar, and slider CTA’s. each one of them includes several types you can choose from.
Exit Intent CTA
This CTA is triggered when visitors try to leave the website. This unit is highly effective at reducing bounce-rate and converting exiting traffic. Here are a few examples of the types that are presented by Exit intents.
This CTA is designed as an action bar at the top of the page (above the header) or below the footer.
Here are two examples of the layout:
Form – You can present up to 3 fields in a form type. From our experience presenting more than 3, reduces conversion drastically.
Banner – In this type, you can add text and button text and the visitors will be sent to any URL you want.
This CTA is designed to be presented on the side of the page (Left or right) and it’s triggered when visitors scroll down on the page. Like the Powerbar, we provide here two types. Form and banner.
Form on slider – You can add up to 3 fields. This is best used for Blog subscriptions and webinar sign-ups
1) Goto Calls-To-Action on the top right select “New Call to Action”:
2) Set the name and choose the behavior and type of CTA you would like to use:
3) Geographic Filters – You can define to present the CTA by countries -including/excluding countries from the drop-down menu:
4) Configuration by Goals – Define who will see the CTA according to the goals they have reached, for example: if you have a goal called “sign up” and this CTA is for signing up visitors as well, choose to ‘exclude’ by the signup goal so visitors that have reached this goal will not see the CTA.
5) Configuration of “Who will see the CTA”,
You can specify conditions that only when they are met, the CTA will be shown. This allows you to create targeted messages, for example, show a CTA only on certain parts of your site (using Areas, Areas can be configured at the Settings/Advanced settings section), show CTA on specific page/s using tags. You can also A/B test between 2 CTA’s and measure their CTR. Read more about it in the following post.
For reading about all the setting options for each CTA, please read this post.
And as always, if you have any questions, don’t hesitate to contact our Customer Success team
In the Events & Goals Insights report, you can easily view which events participated in successful journeys towards the selected goal.
For example, Let’s say you want to understand what events were completed before the goal “Request a Demo”, by choosing that goal from the drop-down list, you will see what events happened before and by that, you will know what events attributed the most.
How to work with the report
In the drop-down list of goals, choose any goal, then you will see what other goals/events took place before reaching the queried goal. You can choose any time-frame and download the report to a CSV file. In case you choose a Goal and no event comes up, that means that no events happened before reaching the goal.
As always, if you have any questions, don’t hesitate to contact our Customer Success & Support team.
TrenDemon is a content marketing analytics and automation platform. It helps marketers automatically increase revenue from their content by analyzing the customer journeys on their site. Using personalized real-time recommendations and calls-to-action, TrenDemon is able to get more visitors to convert. TrenDemon also provides actionable insights regarding the content marketing ROI, successful customer journeys and traffic sources to help guide the content strategy.
Since TrenDemon is loaded asynchronously (only after your site has finished loading), it will not slow down your site.
Since TrenDemon tracks journeys, not text, it can operate in any language, website and for any conversion goal.
TrenDemon’s Dashboard is your first source of information to help you better understand:
1) How is each goal converting?
2) How does my content influence and impact the conversions for each goal?
3) What are the best performing content pages for each goal and their position in successful journeys?
The top part of the dashboard shows the status of each goal in the past 30 days with a comparison of the month before. In each goal, you can see the % of successful journeys the was influence of content
The second part of the dashboard shows the top 5 content pages that impacted the most for each goal. Read the Insight Content report to understand how our attribution model is calculated
In the bottom part of the dashboard you can see the typical pages that took place in successful journeys and where did they impact the most.
Landing – Pages that influenced the most when they were visited at the beginning of most journeys
Nurturing – Pages that influenced the most for returning visitors that didn’t convert yet
Conversion – Pages that influenced the most right before the visitors converted
TrenDemon’s Insights Section is designed to provide a deeper look into your content journey analytics, your customers journeys and you traffic acquisition sources. The Insights Section is made up of the following parts:
Understand what is your content attribution. Which killer content is better at converting users and which items have a better read ratio. Basically, everything you need for measuring your content marketing analytics.
Here are some relevant KPIs:
Visits & Reached – this metric show how many overall visitors came to the page, and out of them, how many eventually went on to reach the goal (Visitor Reached Goal).
Reach Ratio = # of visitors of the page that reach the goal / total # visitors. It means, how many of the visitors that went through this page, eventually reached the goal you configured. This key metric tells you the significance of the page in the conversion process.
Read Ratio = # of reads / # of pageviews. What can this figure tell us? Read Ratio reflects how engaging and relevant the content is to your readers.
Attribution Score – Please read our article ‘TrenDemon Content Attribution Score’ for more information.
Learn which of your sources works best if it’s a referral or paid campaign you are running, Which has the fasted conversion time and which has the highest conversion rate. All of this and more can be found in the Insights > Sources section.
An in-depth look at the specific customer journeys on your site. These can be filtered by source, geography, goal, etc. In each journey, we are presenting multi-sessions, multi goals on multi devices
By filtering the different variables at the top, you can get a deeper look as to how users convert from different sources, geographies and in relation to different goals.
You can expand every journey to see exactly where a user has traveled, and which pages they’ve read. Each row also provides data as to how many pages, in total, the user read before converting, how long (in days/hours) the conversion process took:
TrenDemon allows you to preview the content recommendation and call-to-action units on your site, without showing them to your visitors. Once the TrenDemon code has been installed on your site, you can set TrenDemon’s status to Preview mode, by going to Settings > Account Details and selecting the system status that you want:
To view a preview of your site with the TrenDemon units, simply add the following code:
to the end of the URL you would like to test, for example, to test the URL http://mysite.com/post.html, goto http://mysite.com/post.html?td=demo