Winds of change: Effortless content management analytics is here

November 17, 2021 | 4 minute read
Mark Grannan
Senior Principal Product Strategist, Oracle Advertising and CX
Bob Meixner
Director, Product Management, Oracle Content Management
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content management systemTracking and understanding the use and impact of the graphics, videos, text, front-end components, and other assets in your digital experiences can be a significant challenge. And this nuisance becomes an expensive business problem when content is a large part of your brand’s operating budget.

In the past, if you created an infographic, the only data you’d have on its performance was guesswork based on stale campaign-level or operational data. This translates into a failure of content reuse and refinement because the content remains disconnected from the engagement.

After thirty years, why do most content management systems fail to resolve this problem? Let's take a closer look.

Two ways traditional systems fail with content analytics

1. Uploads in content management systems are often chained to the channel or type of content

Purpose-built content management solutions for web, email, video, or any number of other content types manage content in isolation from one another. It becomes impossible to track content across channels.

Let's go back to our infographic example. The SaaS where you designed that infographic—or the digital asset manager (DAM) where you uploaded it—may provide some centralized source of truth, but once it gets to social replies and reposts, results are siloed in the social network’s platform.

But sales and marketing pros will be posting the infographic to various campaigns. How can you be sure there’s performance data on its usage? And even if analytics are collected, they’re not aggregated back to the source. The sprawl continues as channels and new dynamic content types (e.g. video, 3D, etc.) exponentially multiply.

2. Digital Asset Management (DAM) prevents content silos but doesn’t own delivery or the long tail

While digital asset management (DAM) solutions provide a single source of truth on how you want to manage your brand assets, too often they turn into a static asset library. With a DAM, you can update the content—a hero image, for example—and it will clearly be the ultimate source of truth on which version of the image is the most current.

In the past, DAMs didn’t have an easy way to push changes out to various websites or channels. Nor could they keep track of how a new variant performs across the vast landscape of websites, apps, and ads. Without delivery capabilities, DAM solutions could only track which channels an asset is aligned with, and were blind to how the content performs in context.

A new solution for asset-level content analytics

Oracle Content Management conquers both of these challenges. First, because our solution is a universal asset hub, we don’t silo content based on type or channel. Secondly, our full-featured DAM capabilities support the entire asset lifecycle—from ideation to creation through native CDN-delivery—including streaming video. Oracle Content Management supports every asset, every context, and every user.

Today, Oracle is leveraging these strengths to go even further. Premium Edition customers will now have asset-level content analytics by default—at no extra charge.  You can easily see if a photo, video, PDF, or other asset was loaded, viewed, played, or downloaded. 

Here are a couple of examples of the analytics available to help you gain more insights into interactions with your assets:

Easily track downloads, loads, and views for an asset.

 

Quickly see the loads, plays, and views of a video asset at a glance.

 

Alternatively, you can opt out of this tracking for sensitive assets or sites. Customers and partners can also bring their own Oracle Infinity Behavioral Intelligence capabilities and expand the behavioral information they collect. 

Content Analytics is supported with both Oracle Content Management’s native Site Builder and headless site support. 

As powerful as this capability is, we recognize our customers may want more flexibility, so we've built the Content Analytics functionality on Oracle Infinity, our hyper-scale behavioral intelligence solution. With this foundation, the Oracle Content Management team can continue to grow this feature set. And we want your feedback! Customers and partners, we welcome your discussion on Content Analytics in our Cloud Customer Connect forum. (Cloud Customer Connect account required)

If you haven’t already done so, register for Cloud Customer Connect, Oracle’s premier online cloud community designed to facilitate peer-to-peer collaboration, enable members to keep pace with product strategy, and provide a feedback channel to Oracle development. Sign up today to start leveraging the collective knowledge of Oracle customers and product experts!

 

Learn more about how Oracle Content Management can help you manage and publish the right content to personalize every customer interaction with the brief self-guided product tour below.

Oracle Content Management product tour

To learn more, check out:

Mark Grannan

Senior Principal Product Strategist, Oracle Advertising and CX

Mark Grannan is a senior strategist with Oracle Advertising and CX's Outbound Product Management team. Before Oracle, Mark focused on CX as a senior analyst at Forrester Research, where for much of the past decade he led the digital experience (DX) and content management (CMS) research areas. At Oracle, Mark helps steer and advocate Oracle's strategy for unification of applications and services across CX to drive customer and partner value and innovation.
 

Bob Meixner

Director, Product Management, Oracle Content Management

At Oracle, Bob Meixner is a director of product management focused on helping organizations optimize and scale their digital experiences. Bob resides in Los Angeles and when he's not talking about content management, martech, and commerce he can found navigating the boutique fitness studio scene.


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