Content Intelligence Network
We know that in the digital age, communication has taken on a decisive role in obtaining a user conversion. For this reason, companies must roll their sleeves up and measure the impact that their messages are registering online.
Among the tools used to monitor and make their marketing campaigns more efficient, Facebook Pixel stands out. But, as useful a tool as it is, there are others that respond more to marketing objectives: we are talking about all those systems that take advantage of Content Intelligence.
Let’s start from the beginning. Facebook Pixel is functional and performs “retargeting” (or remarketing). That is to say, it proposes specific and targeted advertising messages to those who have already been exposed to the company’s marketing in the past and, therefore, already know it. Indeed, this individual could have ended up at the corporate website via a Google search, a post/advert on Facebook, AdWords, etc. They may have left without having introduced themselves or converting. Pixel then manages to “follow” them on the platform and on its partner channels.
However, there is a jarring note to all of this: the profiling capacity with which Pixel sets up its campaigns is not based on real visits (and, therefore, on real user interests). Instead, it is based on their interactions with Facebook pages and the personal details that are collected.
This may work well for B2C (consumer side) because it is likely that a hunting enthusiast follows FB channels dedicated to hunting. However, it is less effective with B2B (business side) because Zuckerberg’s platform is perceived as a place for leisure rather than work. For this reason, Pixel could risk creating clusters that are based on job descriptions, without there being a real validation based on the preferences of every single person.
Instead, with Content Intelligence it’s a different matter. This is because Artificial Intelligence is able to create a match between the content and the user who has benefitted from it, collecting data on the interests demonstrated by visitors, even anonymous ones, in real time. Once users reveal and introduce themselves, it can then reconstruct their “story” within the CRM system, or rather, their entire viewing journey. This enriches each user’s profile in an extremely complete way using information that is always up-to-date.
First-Party Data vs Third-Party Data
The most important thing, however, is that the data collected are first-party data and, therefore, never leave company governance. What’s more, they also present fewer problems in terms of compliance from a GDPR and cookies, etc., point of view. Instead, the data on which Facebook Pixel operates is third-party data that remain within Facebook. In addition, this leads to not being able to associate them with your CRM system because Facebook, in selling its advertising services, has no interest in them being used outside its platform. Therefore, you would obtain large clusters of data that would not provide accurate pictures of visiting users.
Against the quantity offered by Facebook analytics, Content Intelligence counterposes quality, providing a complete overview of online user behavior (single customer view). In this way, it becomes easy to acquire a “tank” that marketing automation and retargeting initiatives can draw upon for messages that truly respond to receiver interests.
If we then consider the aggregation of the data processed by the various channels, we can finally abandon their wasteful collection in Excel sheets, alongside the resulting creation of pivot tables to compare and analyze the data. Indeed, those who integrate Content Intelligence into their own systems find themselves working with a “console”, a dashboard where everything is visible and can be traced.
THRON: The DAM system that integrates Content Intelligence
Without a doubt, the most effective solution for those who want to improve their corporate communication is THRON, the Intelligent DAM. This is because it allows you to centralize all your company’s content on its platform (it is a Digital Asset Management system). It always keeps an eye on the entire life cycle of a piece of content, from its creation to its publication, up to the point of measuring the impact that it has on users, thanks to integrated Content Intelligence.
Its Content Performance Dashboard is the perfect tool for marketers: here, all the analytics are displayed in a consolidated way, combining both quantitative data (personal, origin, device used, etc.) and qualitative data (user interests). In this way, as well as being able to understand whether and how a piece of content has influenced purchase behavior, companies find themselves with a dynamic report regarding which would be the best content to propose to a user (format, topic, etc.) to maximize the chances of conversion.