How to analyze brand performance

Set up 

If you do not have the following mappings, goals, and segments already saved to your Contentsquare platform you will need to create them before getting started. 

Mapping

Multiple Brand Mapping If you want to analyze the performance of all brands, use a mapping that parses them all out as standalone pages.
Single Brand Mapping If you want to measure the performance of a unique brand, parse out that brand as a standalone page to compare against all the rest.

Goals & Key Events

Create the following goals dependent on the type of your analysis.

• Viewed Brand X
• Viewed All Other Brands (excludes brand X)
• Achieved Goal of Brand Page (E.g viewed PDP)

Segments

Match goals created above.

Step-by-Step

1. Identify your highest and lowest performing brands

• Navigate to the Page comparator and measure the specific goal of the brand pages (e.g. 'viewed PDP') to see which is working best to push visitors to achieve the goal.

• If any brand pages have conversion rates that are different than their expected values, compare with the other brands that are performing well -- take a look at key metrics such as scroll rate (in relation with page height), activity rate and load time to find potential gaps in behavior.
• When discrepancies on a given brand page arise, jump to CS Live/Zoning Analysis to understand how visitors interact with every element of the page, analyzing exposure rate/time, click rate, engagement, ROI etc. How do these metrics compare to brand pages that are performing well?

2. Compare a brand's performance to average brand performance

• Go to Journey Analysis to understand how users are navigating to X Brand page and use the Reverse Journey capability 
• The 'Paths after Page' capability will allow you to see where users navigate after reaching X brand page.
• Use Page Comparator and change the goal to whatever the conversion goal of X brand page is to see how it is performing compared to others
• If there are discrepancies in data, look at key metrics (same steps as the multi-brand analysis) to identify any gaps in user behavior such as the scroll, time spent, and activity rate.
• You can also analyze the single brand page at an element level by using the Zoning Analysis.
• Assuming the layouts of all brand pages are the same, you can run a comparison on your single brand page of segments of users that reached Brand X and those that reached all other brands. This will allow you to identify potential areas of improvement.
• Key metrics to look for here include exposure rate/time, click rate, engagement and ROI.

3. Set up AI Alerts and build your custom dashboard 

• Track the Brand page's Bounce/Exit and Conversion KPIs using AI Alerts.
• Create your own Dashboard for Category Performance