Four questions to answer with asset-level analytics

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Analytics

Google analytics gives you insight into website traffic, navigation, and conversions. Social media analytics gives you engagement and share data. But what about the individual assets that make up your content? Are you spending time creating the right assets? Where are they being used?

Identifying those key data points to measure the value of your content will help your teams prioritize what they create. That data is accessible from your digital asset management system (DAM). In fact, analytics is just one of the foundations of DAM. So take advantage of asset-level analytics and use it to answer these four questions.

1. Are we spending money creating assets people aren’t using?

Creating marketing, product, and sales assets is time consuming. Multiple people work to plan, write, design, create, and review the assets so they are ready to be used but simply creating something doesn’t guarantee its use. Asset level analytics show what assets are being used and which ones aren’t. You can then use this information to focus your team’s time on the projects that people will actually use.

How to answer using asset-level analytics

Start by looking at a subset of similar content. You can use your metadata and site structure to dive into content mediums, topics, and styles. For example, we have a resource page on our website that’s home to many PDFs and infographics to help visitors learn about digital asset management. Those assets are located on the same page, so they’re on a fairly equal playing field to be viewed, shared, and downloaded. We've added this curated set of assets to a collection for easy referencing and measuring but you can also analyze your assets via search results.

Sort your collection or search results by engagement, embed views, downloads, or share link count. Depending on the assets you’re analyzing, some or all of those metrics will be important to factor into the use of your assets.

Look at the lowest counts in the metrics. Has this been used on the last 30 days? Low to no uses? Check to see if it’s been used on the last 6 months. No? Now you know you didn’t really hit the mark.

Analytics

Possible actions

The obvious action is to put that piece to rest, do a little post-mortem research, and move on. If your gut says this is a great piece it just didn’t get enough promotion, you can give it another round. Going forward, change how you talk about the piece or update its title to make it more compelling to view or download.

2. Which photographs are most associated with our brand?

You anticipate the photographs on your homepage and other key webpages will be your most viewed, but is that the reality? You can use asset-level analytics to learn what photographs have the most embed views. High counts of embed views indicate which images are being viewed the most and are key to your brand’s online presence.

How to answer using asset-level analytics

Either perform an all-asset search and filter by image asset type, use a category, or a collection. Then sort your image assets by embed view count. At the top you’ll see the images with the most embed views.

Analytics

Possible actions

Scroll through the top images and make note of any off-brand or out-of-date images to be updated. You can also see the domains on which your asset is being viewed or export the report to see specific URLs.

3. What content is our team sharing the most?

Your buyer and customer-facing teams play a key role in educating external audiences. The back and forth dialog these teams have with the intended audience gives them insight into when to share what. Use these conversations and take a look at what content is already being shared with your audience to help inform what information your audience really wants.

How to answer with asset level analytics

Navigate to a curated collection of resources designated for a specific audience and filter by share views. If the resource is intended to be downloaded and used, compare the ratio of share link views to downloads. This gives you an idea of how often your audience is actually putting that piece to use.

Analytics

Possible actions

Your audience is finding these resources helpful so try repurposing these most commonly shared resources in other forms.

4. Are people finding these assets?

As a digital asset administrator, you’re responsible for helping your users find the assets they need. Take a look at the site view count to see if people are finding key assets in the DAM system. The count includes views from asset details, quick view, and the mobile app.

How to answer using asset-level analytics

Choose an individual asset to review, click on the asset you’d like to inspect, and pull up Quick Insights. Does the asset have a reasonable site view count? If it doesn’t, take a look at the asset details page and it’s metadata fields.

Possible actions

One consideration is your teams don’t know where or how to find the content. Make sure your metadata is accurate and consistent to help make it searchable.

Bonus: Who’s the face of your organization?

Okay, this one’s more for fun, but I wanted to know who’s headshot has the most views in the last 30 days. Matthew Gonnering, CEO and Chief Eudaimonia Officer, edged out Jake Athey, our Marketing Director 5,534 to 5,475 embed views over the last six months.

Learn more about Widen Insights.

Topics: Content Analytics, Marketing Insights

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