A virtuous cycle is defined as a beneficial chain of events, each having a positive effect on the next. It’s a fitting concept for the evolution of content and data in the experience era. Businesses rely on customer and content-related data to create personalised customer experiences. They measure the performance of that content—along with any new customer behaviors—to deliver even more relevant experiences the next time around. And the cycle goes on. We call this new way of looking at data “experience-centric data.” It’s based on the premise that content and data are created equal in the eyes of the customer experience.
Adobe calls this new way of looking at data “experience-centric data.” It’s based on the premise that content and data are created equal in the eyes of the customer experience.
Today’s businesses rely on content and data to provide customers with the real-time, relevant experiences they expect. Here are five ways to add value to content and enable business users to provide the experiences that keep a brand ahead.
Let Data Be Your Guide
Content doesn’t have much value unless it reaches the right person in the exact moment and place they need it. Data is key to ensuring that content hits the mark every time.
Mind Your KPIs
To find out whether content is truly delivering value, businesses will need to have an idea of what to measure. Companies must design metrics into the journey from the start.
Centralize and Standardize
Data architects are masters at centralizing data into a single repository with a common language and way for users to access that data. Although methods vary, centralizing and standardizing content also makes it more valuable for everyone in the organization who needs it, including IT.
Reuse, Don’t Re-Create
Businesses shouldn’t have to move mountains to roll out new experiences, microsites, or cross-channel campaigns. But having to code channel-specific variations, and undergoing compliance reviews every time a new experience is built can really slow down the process. In fact, it takes most organizations an average of 12 days to get one piece of content to market, according to Adobe research.
Meet The Need In Every Channel
IT not only enables business users to store, discover, and create content for new experiences, but to scale those experiences across channels, as well. From mobile apps and third-party marketplaces to social media and single page applications, customers are interacting with brands in more ways than ever before. To meet the needs of these different digital touch points, businesses need to deliver content in a variety of ways. This means not only traditional HTML experiences, but also content-as-a-service via APIs to JavaScript-based front-end applications, or non-owned front-ends like extranets and marketplaces.
As customer preferences and behaviors change, content and data will continuously adapt to deliver experiences that meet their expectations. Read more on how this next phase of digital transformation can move the wheel forward for you, in this beautifully designed whitepaper by Adobe.
