Stay marketing and tech-savvy. Get the latest in martech - subscribe to MarTech Today.
ContentSquare’s new integration with Adobe Analytics lets marketers know which page elements perform best
The Paris-based firm says this integration offers the most detailed insights on page components to users of Adobe’s marketing tools.
Marketers often determine which full-page design works best for driving traffic and sales. ContentSquare goes one additional step, with a user experience analytics platform designed to monitor the impact of individual page elements.
This week, the Paris-based firm announced a new integration with Adobe Analytics and Adobe Target that ContentSquare says offers the most granular attribution available on that major platform, so that marketers understand the value of each content component.
ContentSquare director of marketing strategy Akin Arikan told me that his company’s platform is optimized to answer Adobe Analytics’ and Target’s missing question. They are designed to tell which screen or path should get credit, he said, while ContentSquare goes deeper, tracking the results of user behavior surrounding specific content elements. Here’s a screen shot of ContentSquare showing page elements by revenue generated:
With a tag only in the page header, ContentSquare utilizes artificial intelligence to determine when page changes have been made and to analyze specific user behaviors based on mouse movements, scrolling, hovering, hesitation, speed and so on. It also looks at intent differences, such as behavior that indicates “just browsing” compared to “rushed to make a purchase.”
ContentSquare might determine that a given menu, for instance, is the factor that drives the most revenue for a specific user segment, like high-value customers. This information can then be used for testing in Target.
Arikan said that some of its client companies have increased conversions by 12 percent, by employing the ContentSquare integration with Adobe.