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We were tasked by D.A.S.H (Digital Acceleration Internal Team) of a large global corporation to put together a model to perform quality and performance tests for digital assets, both pre- and post-publishing. This is a way to improve visibility, engagement and conversion in the digital retail space by tracking content including images, video, product titles and descriptions, etailer banner ads, brand.coms, brandstores, enriched content, etc.
It was an ambitious challenge that required a hybrid of analytical, strategical and management talent.
The solution was three fold:
To that end, we created an eContent Measurement How-to Guide with a 60 slide extension (developed using HTML 5 software) that answered:
We also interviewed and held Q&A sessions with all stakeholders involved (website team, global digital team, analytics team, eContent team, etc.) to define processes moving forward, responsibilities of teams involved (RACI framework), a governance framework and operational materials (briefing and reporting templates) required.
The eContent Measurement how-to guide and framework clearly explained the what, why and how to improve brand and product visibility, engagement and conversion in the digital space.
Setting up a clear path forward for ongoing asset optimisation and therefore improvement of brand presence in all global digital shelves.