Content Analytics launches retailers’ Scorecards for brands’ product pages
The Scorecards notify brands about missing images, wordy product titles, lack of reviews and other content issues that could affect sales.
Content Analytics provides content management and analytical tools for brand product pages on big retailer sites.
For instance, Samsung might use Content Analytics for managing the content of the page about its Galaxy Tab smartphone on the Walmart site.
The four-year-old Content Analytics offers one of several content/analytics tools provided by such major retailers as Target, Amazon, Walmart and Best Buy, for brands like P&G, Levi’s, Mattel, Pfizer and others.
Today, the San Francisco-based company is adding another resource to its toolbox. Called VendorSCOR, it automatically generates Vendor Scorecards about a product page that an online retailer could send to its brands. Content Analytics says this is the first solution for generating these kinds of report cards.
The automatic reports tell a brand about content issues with specific product pages on the retailer’s site, in the hopes of improving product appeal and thus sales. These include missing or too few images, lack of ratings or reviews, a product title that is too long, images that need higher resolution, the need to add a video and so on. A retailer can also set its own content benchmarks to be scored.
Here’s a sample:
The new Scorecards are currently being employed by Walmart and Target, Content Analytics VP of Partnerships and Business Development Kenji Gjovig told me.
The Scorecards do not optimize for site or webwide search, he noted, and retailers can choose to send them to some or all of its brands. Brands can revise their product pages using content management tools from Content Analytics or from other vendors supported by that retailer.