InfiniGrow’s Analyze tabs help you analyze your marketing efforts and better understand the relationship between marketing activities and business outcomes.
In order to do this, customer journeys are broken down into three layers:
Channels - where did the prospect come from?
Campaigns - what campaign is the source of the interaction?
Content - what pages and assets did your prospect consume after reaching your website through a channel?
This article talks about the Content tab, or what happens during the website interaction part of the customer journey - how do you find content data in InfiniGrow? And how should you map content types and touchpoints?
Let’s answer these questions.
An introduction to the content tab
InfiniGrow's content tab is part of the Analyze section, where you can understand what content assets prospects interacted with during their journey and which assets and pages contribute to conversions across funnel stages. The content tab allows you to optimize content efforts based on business outcomes.
Content touchpoints represent prospects' interactions with content assets on your website.
Basically, a channel touchpoint represents where people got to your website from, and a content touchpoint represents what happened on your website.
Content touchpoint can be an online interaction captured through the InfiniGrow script on your website – like a blog visit or a CRM/SFDC campaign record like an eBook download.
How to map content?
First, understand the logic behind content mapping
Though they might seem the same, content and channels operate on two different dimensions, and they each represent a different part of the prospect's interaction with your brand.
To put it simply, a prospect can’t interact with content without first interacting with a channel - so comparing a content piece to a channel is not possible (for example, you can’t compare LinkedIn Ads with a PDF - because each constructs a different part of the customer journey, independent of the other)
Therefore, content and channel mapping rules also apply on two different dimensions → identical/overlapping rules can apply to both channel and content mapping.
For example:
Suppose a prospect enters your website through a LinkedIn ad and downloads a gated eBook, you would probably want to attribute the ad to LinkedIn Paid, and the content download to eBook.
Their journey will look like this:
And this is probably how your mapping rules will look:
LinkedIn paid mapping:
Original UTM Medium EQUALS Paid Social
Original UTM Source EQUALS LinkedIn
Ebook mapping:
CRM data:
CRM Lead Source EQUALS Gated Content
Lead Source Drilldown 1 CONTAINS eBookSFDC Campaigns mapping:
Campaign Type EQUALS Gated Content
Campaign Name CONTAINS eBook
How to turn a channel into a content channel
Sometimes you may decide that a channel that currently appears under the channel analysis should be analyzed as a content channel.
To turn channel touchpoints into content touchpoints, you have to define their channel type as content in Attribution Management under Settings.
Go to Settings → Attribution Management.
Choose the channel you want to update.
Update the “Channel Type” field to be “Content”
The Default "Channel Type" for new channels is "Channel".
As a result, the channel and all its mapping rules will be affected. Touchpoints will be mapped as content interactions in the Content tab after the next data refresh.
Content mapping rules
Mapping rules are similar to any other channel mapping rules.
Based on CRM, UTM or URL data, touchpoints will be mapped into the channel.
Similar to CRM campaign mapping, when adding granular CRM content mapping rules, you'll need to tell InfiniGrow how to break the content type into content assets
For example:
Here's how we mapped eBook download touchpoints:
CRM Lead Source EQUALS Gated Content
Lead Source Drilldown 1 CONTAINS eBook
This rule will map all downloads as eBooks (content type). You probably have more than one eBook and want to analyze each ebook’s performance separately. In order for InfiniGrow to show you all eBooks by their name, you'll need to fill in the "CRM Campaign Field" with the CRM field that contains the full eBook’s name - in our example, this means “Lead Source Drilldown 1”
To reach the CRM Campaign Field:
Click on the “Show Advanced Options” button.
From the dropdown menu, select the CRM field with the piece's name.
Current limitation
Here are some of the current limitations of content mapping and analysis that we're working on improving in the upcoming months.
Content touchpoints (other than website page visits) aren’t visible as part of the customer journey under the Journeys tab, and can only be viewed in the Content tab, aggregately.
Mapped content touchpoints may appear in the unmapped area despite having active mapping rules. Content analysis won't be affected by this.