In today’s digital-centric world, online content plays a key role in driving engagement and sales. However, to maximise the power of content, organisations must understand granular levels of detail about their content, such as how content is being used and who is using it.
Website traffic analytics can provide some level of detail of how digital assets are used but digital asset management (DAM) system analytics delve further into asset performance. DAM analytics can provide organisations with more comprehensive insights around user engagement and can help to develop more effective content strategies.
DAM features extend way beyond secure file storage capabilities, with features such as ecommerce integrations and asset usage tracking. DAM analytics can be utilised by organisations to gain valuable data about the performance of assets, such as:
Analytical reports can identify the most popular assets, using data such as download volumes, shares and views. Understanding which assets are performing well (and which ones are not) will help make informed decisions for content creation and other business strategies. For example:
DAM analytics can provide metrics such as user feedback and satisfaction, which can be used to implement improvements. There may be a common issue with a product that hasn’t been flagged, which is captured within the analytical data.
Product management and customer engagement teams can set up automated reports to help monitor any patterns in feedback and satisfaction levels, then make improvements which lead to an enhanced customer experience.
Organisations can set up audit reminders to review content on a regular basis, using data such as creation dates, review dates and other key information. Regular audits will enable you to refresh content and update it with any relevant changes that have happened since the last content refresh.
Keeping your content fresh on your website will also help with search engine optimisation, while ensuring that customers have the most up-to-date information.
You can use DAM analytics to compare how assets perform across different audience segments. If a specific type of content resonates more with segments such as males over 50, you can develop targeted email campaigns using audience segmentation to drive higher conversion rates.
Your DAM system can also be integrated with marketing automation platforms, streamlining the creation and distribution processes of targeted marketing.
The capabilities of DAM analytics are evolving rapidly, with AI driving continual improvements to help organisations to leverage content optimisation opportunities. If you would like to find out more about how DAM analytics can help you optimise your content, arrange a one-to-one demo with a member of our friendly team.
