Over the last several months, we and others in the industry have been discussing one of the modern marketer’s most pressing dilemmas; the lack of visibility and insight into engagement with off-site content, which we affectionately refer to as the Dark Funnel. In short, we’ve all come to realize a majority of the current buyer’s journey occurs outside of a brand’s website and therefore is virtually invisible; beyond their ability to track through traditional marketing automation tools. Social content engagement can be roughly measured in terms of Likes and Shares, but most marketers are left craving for real engagement metrics i.e. Clicks and Conversions. Content and influencer marketing have become wildly popular and presumably “effective” digital marketing tactics, but measuring the true impact of which content, distributed by which influencers, on which channels is a distinct challenge, as those influencers host and post their own content on their own sites and channels. Enter gShift kontextURLs as a means to monitor and measuring the engagement of any on-site or, more importantly off-site, content through to conversion. The visualization of the click data available through kontextURLs is made possible through Data Beacons and Dashboards.
The detailed overview and visualization of engagement with a single URL has been wrapped into a Dashboard which details the following:
- kontextURL details including the Destination URL, the short URL, Date Created, Tags, Total Clicks and Unique Clicks along with the option to download a complete click data history in .CSV format. The click data history includes detailed records for each click including date, cookie, referrer, browser, device, device type, OS and geo-location data. Note: This data is also available via an API for those who wish to integrate it with other third-party software applications such as other analytics platforms or CRMs.
- An engagement timeline showing clicks and unique clicks over time to identify spikes in traffic based on campaign events.
- A geographic breakdown of clicks on a world map to determine where content engagement is at its highest or lowest.
- A breakdown of clicks by day and time to determine when engagement peaked and to use as reference for future content distribution.
With all of this data in hand, either for a single kontextURL tied to a single piece of content or for an entire campaign encompassing multiple kontextURLs and content pieces distributed across multiple channels, geographies, influencers, etc., marketers can gain deep insight into where their audience members are within the Dark Funnel. They can see which pieces of content, distributed by whom and where it’s being clicked on. Further, they can determine how to maximize engagement to drive more targeted traffic, qualified leads and expedited conversions. gShift has another notion of dynamic conversion paths on the horizon, but we’ll save this conversation for a future spotlight.