What's in it for you
You can see overall Content Analytics with the Reports feature on Showpad's Online Platform. Analyze which content is the most valuable for your sales teams and prospects by viewing engagement data for both Marketing Content and personal User Content.
Marketing Content allows you to scope your data down to just the assets created and distributed by the marketing team.
User Content allows you to view and track content customized by your sales team when they are uploaded into the My Files section under their Personalize tab.
- Easily run reports and see valuable information about marketing and user content
- View assets that are created and personalized by your sales reps
- Analyze viewing and share data for sales reps and prospects
- Show trends and distributions
- Quickly export this information by downloading analytics data in CSV format
You need this to succeed
- Showpad's Essential, Ultimate or Plus pricing plan
- Administrator access to Showpad's Online Platform OR
- Promoted Division access with reporting access to at least one Division
Learn how it's done
To see the available reports, log in to the Online Platform and click the Reports tab.
The Content Analytics report is divided into three categories:
All Content Analytics
The All Content Analytics page displays data about how content is being used within the organization for specified time periods and, optionally, by user group. This allows you to identify the most used assets for the entire organization, taking into account both marketing and user content. It's possible to make the distinction between content viewed when shared (Recipient Views) and by users themselves on Showpad (In-app Views). This way, you not only know what marketing collateral is loved by your sales reps but also by your prospects. You may find it helpful to have insight into usage rates per device to better understand how your users access and use Showpad. This information is located within the In-app Views By Platform dataset, available both as a donut graph or a trend chart.
Here's a list of additional analytics available in the Content Analytics tab:
- Content Usage In-App: The Content Usage In-app metrics allows you to compare assets by average in-app views vs. the number of in-app views. You can select specific asset types to filter by. In the example below the data is showing usage for photos, videos, and HTML content only. Enabling zoom allows you to see more precise time data as you focus in using your mouse or trackpad. Hovering your cursor over an asset, represented by a colored circle gives further detail on the viewing activity.
- Content Usage Via Shares: The Content Usage via shares metrics shows the number of views by recipients vs. the number of shares for content which is also able to be filtered by asset type. If there is no sharing activity for a certain asset type, it will be omitted from the graph. Similar to the Content Usage by In-app views, you can see specifics on certain assets by hovering over the circle.
- Top Content: This table shows the top content for a given period. You can see the data by user group, too. You can sort in ascending or descending order by clicking the desired criteria indicated below. The sorting works similarly to what you might be used to in a spreadsheet. Like the other reports, this can also be exported as a CSV by clicking the download button. You can also choose which criteria you want to be visible in your Top Content table by clicking the Advanced Mode drop-down. The selected criteria shown here is the default setting. When you hover your cursor over the asset, you will see a View button which allows you to view the file. If a file has been deleted, it is not able to be viewed.
If you would like to drill down further into the metrics on a particular piece of collateral, simply click the file name in the table or use the search bar to find the file name. Doing this will show you headline metrics related to that asset along with data on the following:
- Viewing activity trends
- Sharing activity trends
- In-app views by platform
- User content interaction
Note: When clicking the document name, your previously selected filter will disappear on the detailed view. Your results may look different because, on this screen, you can only filter on period, not on other items.
Under All Content, you can go deeper and see analytics for both Marketing Content as well as User Content. The latter will give you insight into how users personalize their content and how efficiently that unique content engages prospects. The two types of content that you can explore individually are explained below.
Marketing Content Analytics
Marketing Content is the collateral that you, as Showpad Administrators, upload into the platform for your users to share with prospects. This will aid your team in determining which content you create is most valuable for your reps. Furthermore, you can gain deeper insight into prospect's preferences and what assets lead to closed deals. With Marketing Content, you have the option to use various filters to tailor your reports based on the needs of your organization. The available parameters are Date Range, Division, Channel, Tag, and User Group.
With Marketing Content analytics, Showpad offers advanced tag filtering. By clicking Switch to Advanced in the drop-down tag filter, you have more flexibility in what tags to include or exclude in your reporting. This is especially helpful when your organization has a significant amount of content uploaded to Showpad. To return to the standard filter option, click Switch to Basic.
Beyond the additional filtering options, the reports available for this content match those in the All Content Analytics tab. This will allow you to analyze similar data sets as a means to evaluate marketing content in comparison to personalized data or all content as a whole.
Note: When filtering on a Division, you will only see analytics of content that was uploaded to that particular Division. Content that was uploaded to the Global Division will only be visible when filtering on Global, even when that content is used in other Divisions.
User Content Analytics
User Content Analytics will grant you more control in analyzing how user-generated content provides value in closing deals. Also, you will have access to these personalized files that reps use to tailor their specific sales conversations. This will give insight into your users' Personalize tab to better understand what customized content matters to your reps. It also allows you access to view this personalized collateral straight from the Online Platform.
When you navigate to the User Content Analytics tab, you will have the option to select a User Group. If you do not select one, it will default to All Users. This initial page will provide a Usage Summary. This usage summary is not scoped to a period but provides a snapshot of that moment in time for three different things:
- Summary metrics outlining usage of the Personalized tab and My Files
- A pie chart show distribution of Content Usage by Asset Type
- Histogram chart that outlines the distribution of uploaded asset to users. If you hover over a bar, you will see a list of users in that bucket. If you export the data as a CSV, you will see a list as well.
As you scroll down further in the User Content tab, you will see Usage Trends for personalized content. By selecting a date range and, optionally, a user group, you can see both content uploading trends as well as viewing data for a specific period. The latter dataset structure is identical to the viewing analytics in the All Content tab. Content Uploading trends specify how many assets were uploaded on that day, week, or month.To drill down into the data available for a piece of user content, you can either click the asset name if it appears in the Top Content table or you can use the search bar to find the asset you're looking for. The data in Top Content is dictated by the filters set in Usage Trends. Once you click a specific asset, you will be brought a page with the details of this piece of content. This includes headline metrics on the interaction with the asset as well as graphs showing the sharing and viewing trends.
You can view the asset or see if it has been deleted from a user's My Files by clicking the file name in the header of that asset's details page. It will indicate it's deleted and an icon for the asset will no longer be visible. This information is also available for marketing content as well.