How Carnival Cruise Line uses content analytics to measure their sales communications performance

As businesses compete more on experience, sales teams face the challenge of communicating the experience. A great way to do that is with dynamic video content. But if your team creates content that goes against marketing conventions like “shorter videos are better,” how do you know if it’s working?  

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.

Welcome back to our digital asset management (DAM) ROI series!

In the first part of the series, we covered DAM ROI and the business case for DAM. In the second part of the series, we covered DAM ROI approaches and models. 

In our final installment of the series, we want to share some best-in-class DAM admin ROI, which is based on analysis of customers who responded to our 2016 Customer Satisfaction Survey — making up the representative sampling of the Widen Collective user community.

In the first part of this series, we covered DAM ROI: the business case for DAM, which focused on building the business case, top functional areas driving ROI, and customer ROI stories.

Today, we’re shifting our attention to the DAM ROI approaches and models we’ve collected and built over the years. These will help you along on your DAM journey — and help you build a strong case for DAM.

We did want to mention that there is some math involved with this … but don’t worry, we’ll keep it easy!

Have you ever opened the analytics section of an application and wondered, “What do I do with this?” Maybe you feel a little anxiety building because you have all this data but don’t know how to turn it into something useful for your team. Or people ask you in meetings, “What does analytics tell us?” If you have that analytics page open right now, close the app, and let’s explore how to gain insight from your data.

In Part 1 of our Capitalizing on DAM trends series, we talked about content and experiences. In part 2, we covered agile marketing and speed to market.

In our third installment of the series, we’re going to focus on how your DAM content marketing hub puts the power of content analytics and marketing insights right at your fingertips.

But first, let’s quickly define content analytics and Widen’s Insights …