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Copyright © 2015, Kapost and/or its affiliates. All rights reserved. Understanding Kapost Insights Overview Insights provides you with data to better understand how your marketing content engine is enabling your marketing efforts from these perspectives: Production What the efficiency and breadth of content you are creating? External Reach How is your content being engaged with? Internal Reach How is your content being shared internally through the Kapost Library? Conversion How is your content contributing to your sales funnel? You access Insights from the Application Menu icon. Insights offers navigation to the production analytics, the external and internal reach analytics, and the conversion analytics. Within each section of Insights you can filter the date range of the data using the View pull down menu in the upper right hand corner.

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Page 1: UnderstandingKapost+Insights+€¦ · Copyright*©2015,*Kapost*and/oritsaffiliates.*Allrightsreserved.* 2.*How*oftenareassetsdeliveredlate?* Usethisgraphtoseehowon Ftime*delivery*rates*are*trending*over

Copyright  ©  2015,  Kapost  and/or  its  affiliates.  All  rights  reserved.    

Understanding  Kapost  Insights   Overview   Insights  provides  you  with  data  to  better  understand  how  your  marketing  content  engine  is  enabling  your  marketing  efforts  from  these  perspectives:  ● Production  -­‐  What  the  efficiency  and  breadth  of  content  you  are  creating?  ● External  Reach  -­‐  How  is  your  content  being  engaged  with?  ● Internal  Reach  -­‐  How  is  your  content  being  shared  internally  through  the  Kapost  

Library?  ● Conversion  -­‐  How  is  your  content  contributing  to  your  sales  funnel?    

 You  access  Insights  from  the  Application  Menu  icon.  Insights  offers  navigation  to  the  production  analytics,  the  external  and  internal  reach  analytics,  and  the  conversion  analytics.    

Within  each  section  of  Insights  you  can  filter  the  date  range  of  the  data  using  the  View  pull  down  menu  in  the  upper  right  hand  corner.    

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Copyright  ©  2015,  Kapost  and/or  its  affiliates.  All  rights  reserved.    

All  charts  and  graphs  can  be  downloaded  from  the  download  icon.  Download  options  include  JPEG  image,  PDF  document,  or  CSV.    Most  charts  can  also  be  filtered  by  Content  Type,  Personas,  Buying  Stages,  Categories  or  Campaigns  by  choosing  the  appropriate  option  from  the  filter  pull  down  menu.  

Each  graphs  contains  a  question  mark  icon  for  easy  access  to  additional  information  about  the  data  being  displayed.    

Production   Production  data  is  gathered  from  the  work  completed  within  factory.    There  are  4  charts  available.   1.  How  long  does  it  take  to  produce  content?  Use  this  graph  to  see  how  the  average  production  times  are  trending  over  time.  Each  column  represents  the  average  time,  in  days,  it  took  the  Kapost  members  to  produce  the  content  completed.    Content  must  be  completed  (mark  all  tasks  off  as  complete  in  a  workflow)  or  published  for  it  to  be  calculated  in  this  graph's  calculations.  To  gain  more  insight,  hover  over  a  specific  point  on  the  graph.  A  tooltip  will  display  more  information  about  how  many  pieces  are  being  charted,  and  on  what  date.  

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Copyright  ©  2015,  Kapost  and/or  its  affiliates.  All  rights  reserved.    

Use  the  filter  drop  down  menu  to  change  the  display  by  Content  Type,  Personas,  Buying  Stages,  Categories,  Authors,  or  Campaigns.    

• Selecting  to  filter  by  Content  Type  displays  a  content  type  drop  down  menu  to  choose  from.    This  menu  is  populated  from  the  content  types  and  workflow  configuration  settings.

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Copyright  ©  2015,  Kapost  and/or  its  affiliates.  All  rights  reserved.    

• Selecting  to  filter  by  Personas  displays  a  persona  drop  down  menu  to  choose  from.  This  menu  is  populated  from  the  Personas  and  Buying  Stages  grid.  

         

• Selecting  to  filter  by  Buying  Stages  displays  a  buying  stages  drop  down  menu  to  choose  from.  This  menu  is  populated  from  the  Personas  and  Buying  Stages  grid.  

• Selecting  to  filter  by  Categories  displays  a  categories  drop  down  menu  to  choose  from.  This  menu  is  populated  when  there  is  a  Drupal  or  Wordpress  integration  configured.  

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Copyright  ©  2015,  Kapost  and/or  its  affiliates.  All  rights  reserved.    

• Selecting  to  filter  by  Authors  displays  an  author  drop  down  menu  to  choose  from.  This  menu  is  populated  with  all  Kapost  admin,  editor,  and  contributor  members.  

• Selecting  to  filter  by  Campaigns  displays  a  campaign  drop  down  menu  to  choose  from.  This  menu  is  populated  from  the  campaign  catalog.  

 

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Copyright  ©  2015,  Kapost  and/or  its  affiliates.  All  rights  reserved.    

2.    How  often  are  assets  delivered  late?  Use  this  graph  to  see  how  on-­‐time  delivery  rates  are  trending  over  time.  Each  data  point  represents  the  percentage  of  content  completed  or  published,  the  Kapost  members  delivered  late.    Kapost  members  must  include  deadlines  on  the  last  "In  Production"  task  AND  complete  (mark  all  tasks  off  as  complete  in  a  workflow)  or  publish  content  for  it  to  be  considered  in  this  graph's  calculations.  Use  the  filter  drop  down  menu  to  change  the  display  by  Content  Type,  Personas,  Buying  Stages,  Categories,  Authors,  or  Campaigns.  See  the  Filter  Menu  section  above.  Additionally,  more  insight  can  be  gained  by  hovering  over  a  specific  point  on  the  graph.  A  tooltip  will  display  more  information  about  the  total  number  of  assets  produced  and  the  percentage  that  were  late.    

3.    Which  workflow  tasks  are  slowing  down  our  production?    Use  this  graph  to  see  which  workflow  tasks  are  taking  the  longest  to  complete  and  are  continually  being  completed  late.  The  tasks  charted  towards  the  upper  right  portion  of  the  graph  are  tasks  that  take  a  long  time  to  complete  and  have  a  low  on-­‐time  completion  rate.    The  tasks  charted  towards  the  lower  left  portion  of  the  graph  are  tasks  that  take  a  short  time  to  complete  and  have  a  high  on-­‐time  completion  rate.    The  Kapost  members  must  include  deadlines  on  tasks  and  mark  all  tasks  in  the  workflow  as  complete  for  the  assets  to  be  considered  in  this  graph's  calculations.    This  chart  allows  you  to  visually  identify  tasks  that  take  a  lot  longer  than  most  other  tasks  and  find  areas  where  you  may  increase  efficiency.  Use  the  filter  drop  down  menu  to  filter  by  content  type.  Additionally,  more  insight  can  be  gained  by  hovering  over  a  specific  point  on  the  graph.  A  tooltip  will  display  more  information  about  the  average  number  of  days  to  complete  the  asset  and  the  percentage  of  how  many  are  late.    

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Copyright  ©  2015,  Kapost  and/or  its  affiliates.  All  rights  reserved.    

 4.    What  gaps  do  we  have  in  our  strategy?  By  choosing  the  x  and  y-­‐axis  you  can  cross-­‐reference  multiple  criteria  to  identify  areas  where  the  content  strategy  may  be  lacking  content.    For  example,  plot  personas  on  the  x-­‐axis  and  buying  stages  on  the  y-­‐axis.  The  graph  will  then  display  how  much  content  was  produced  for  each  persona/buying  stage  cross  section  for  the  given  date  range.  The  more  content  produced,  the  darker  blue  the  cell  will  appear.    Use  any  metadata  in  the  Kapost  factory  to  influence  this  graph.  

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Copyright  ©  2015,  Kapost  and/or  its  affiliates.  All  rights  reserved.    

The  3  available  filter  drop  down  menus  are  shown  below.  Use  various  combinations  to  display  this  production  information  in  a  variety  of  ways.    

Once  the  grid  populates  you  can  select  the  data  to  display  additional  information  based  on  the  filtering  options  selected.  

Reach    There  are  two  sections  available  within  the  Reach  Insights.    External  Reach  Insights  allow  you  to  learn  how  the  general  public  is  engaging  with  the  content.    Internal  Reach  Insights  allow  you  to  learn  how  an  internal  audience  is  engaging  with  content  in  the  Kapost  Library.      Select  the  appropriate  section  link  at  the  top  of  the  screen  to  display  either  External  Reach  or  Internal  Reach  Insights.  

 

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Copyright  ©  2015,  Kapost  and/or  its  affiliates.  All  rights  reserved.    

External  Reach  There  are  8  graphs  available.   1.  What  is  my  cross  channel  reach?  Use  this  graph  to  see  how  all  of  the  omni-­‐channel  content  is  performing  in  your  cross  channel  and  cross  content  marketing  efforts.    Engagements  are  defined  as  follows:  

• Opens  for  email  content  • Page  views  for  web  content  • Downloads  for  document  content  • Video  views  for  video  content  

Emails  Opened  represents  a  roll  up  of  “Total  Opens”  across  all  Eloqua  (Eloqua  only)  emails  that  are  synced  into  Kapost.    The  Eloqua  API  is  used  to  pull  that  data  into  Kapost  (i.e.  requires  integration  with  Eloqua).    Page  Views  represent  a  roll  up  of  “Page  Views”  across  all  HTML  content  (typically  blogs)  being  tracked  in  Kapost.    Kapost  pulls  this  data  in  two  ways:    Either  using  the  Kapost  JavaScript  that  we  insert  into  your  HTML  content  OR  through  Google  Analytics.      Downloads  represents  a  roll  up  of  “Downloads”  across  all  of  the  Document  content.    The  Kapost  Tracking  URLs  are  used  to  pull  this  data  through  to  Kapost  (i.e.  Kapost  users  need  be  sharing/using  the  Kapost  Tracking  URL).    YouTube  Views  represent  a  roll  up  of  “Total  Views”  across  all  YouTube  videos  published  from  Kapost.    The  YouTube’s  API  is  used  to  pull  that  data  into  Kapost  (i.e.  requires  integration  with  YouTube).    More  insight  can  be  gained  by  hovering  over  a  specific  point  on  the  graph.  A  tooltip  will  display  more  information  about  the  number  of  downloads,  the  number  of  page  views  and  the  number  of  YouTube  views.    

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Copyright  ©  2015,  Kapost  and/or  its  affiliates.  All  rights  reserved.    

 2.  Which  channels  drive  the  most  traffic?  Use  this  graph  to  see  how  much  traffic  each  of  the  marketing  channels  (i.e.  social,  paid,  etc.)  are  driving  traffic  to  your  content.  Each  data  point  represents  the  total  number  of  referrals  a  particular  channel  drove  to  your  content  for  the  given  time  period  specified.    Drill  down  into  social,  and  paid,  to  see  which  specific  social  channels  or  paid  channels  are  most  effective.  Drilling  into  social  will  highlight  the  referrals  for  Facebook,  LinkedIn,  and  Twitter.  Drilling  into  paid  will  highlight  the  referrals  for  Adwards,  Doubleclick,  Adroll  and  Outbrain.  Drilling  into  search  will  highlight  the  referrals  from  Google,  Yahoo,  and  Bing.  Direct  visits  are  measure  when  consumers  visit  the  published  URL.    You  cannot  drill  into  Other  which  includes  data  such  as  people  visiting  the  content  from  an  embedded  link  elsewhere  on  the  web.      Specific  information  on  referrals  include:  

• Referrals  on  YouTube  views  are  pulled  from  YouTube  • Referrals  on  Page  Views  are  pulled  from  our  JavaScript  or  Google  Analytics  • Download  referrals  are  pulled  from  the  bit.ly  shortner  if  used  within  Kapost    • No  referrals  are  reported  on  email  opens    

 However,  Kapost  classifies  referrals  into  Paid  (Outbrain,  Adroll,  Doubleclick,  or  Adwords),  Search,  Direct,  Facebook,  Twitter  or  LinkedIn.    In  other  words,  if  a  page  view  came  from  google.com,  it  is  classified  as  Search.    If  a  Download  came  from  outbrain.com  it  is  classified  as  Paid.    

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Copyright  ©  2015,  Kapost  and/or  its  affiliates.  All  rights  reserved.    

3.  What  is  our  channel  strategy’s  impact  on  engagements?  Use  this  graph  to  see  how  changes  in  the  channel  strategy  affect  your  content's  overall  reach.  For  example,  does  changing  the  ratio  of  paid  promotion  to  social  promotion  negatively  or  positively  affect  the  amount  of  traffic  reaching  your  content  over  time?    Specific  information  on  referrals  include:  

• Referrals  on  YouTube  views  are  pulled  from  YouTube  • Referrals  on  Page  Views  are  pulled  from  our  JavaScript  or  Google  Analytics  • Download  referrals  are  pulled  from  the  bit.ly  shortner  if  used  within  Kapost    • No  referrals  are  reported  on  email  opens    

 However,  Kapost  classifies  referrals  into  Paid  (Outbrain,  Adroll,  Doubleclick,  or  Adwords),  Search,  Direct,  Facebook,  Twitter  or  LinkedIn.    In  other  words,  if  a  page  view  came  from  google.com,  it  is  classified  as  Search.    If  a  Download  came  from  outbrain.com  it  is  classified  as  Paid.        

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Copyright  ©  2015,  Kapost  and/or  its  affiliates.  All  rights  reserved.    

 4.  Where  is  our  content  shared?  Use  this  graph  to  see  where  your  leads  and  prospects,  once  they  reach  your  content,  are  sharing  your  content  on  social  channels.  Data  is  gathered  by  determining  where  a  published  URL  or  the  bit.ly  shortened  links  exist  on  the  web.  The  data  looks  at  Facebook,  LinkedIn,  and  Twitter.  For  content  assets  with  document  body  types,  both  the  published  URL  and  the  Tracking  URL  are  used  to  gather  data  on  where  a  document  is  being  shared.  Shortened  links  created  outside  of  Kapost,  within  tools  like  Hootsuite,  are  not  being  considered  in  the  data  consolidation.  

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Copyright  ©  2015,  Kapost  and/or  its  affiliates.  All  rights  reserved.    

5.  Engagement  Performance  Summary  Use  this  graph  to  see  a  rollup  of  engagement  performance  (page  views,  downloads,  email  opens,  and  YouTube  views)  by  content  type,  persona,  buying  stages,  categories,  authors,  or  campaigns.  Using  the  filters,  this  graphs  allows  you  to  understand  what’s  driving  the  most  reach  for  your  business.        

. 6.  Shares  Performance  Summary  Use  this  graph  to  see  a  rollup  of  shares  performance  (asset  shares  on  LinkedIn,  Twitter,  and  Facebook)  by  content  type,  persona,  buying  stages,  categories,  authors,  or  campaigns.  Using  the  filters,  this  graph  helps  you  understand  what’s  driving  the  most  content  shares.    Data  is  gathered  by  determining  where  a  published  URL  or  the  bit.ly  shortened  links  exist  on  the  web.  The  data  looks  at  Facebook,  LinkedIn,  and  Twitter.  For  content  assets  with  document  body  types,  both  the  published  URL  and  the  Tracking  URL  are  used  to  gather  data  on  where  a  document  is  being  shared.  Shortened  links  created  outside  of  Kapost,  within  tools  like  Hootsuite,  are  not  being  considered  in  the  data  consolidation.  

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Copyright  ©  2015,  Kapost  and/or  its  affiliates.  All  rights  reserved.    

 7.  Which  assets  are  engaged  with  the  most?  Use  this  graph  to  see  a  listing  of  active  engagements.    Engagements  are  defined  as  follows:  

• Opens  for  email  content  • Page  views  for  web  content  • Downloads  for  document  content  • Video  views  for  video  content  

Email  Touches  represents  (Eloqua  only)  emails  that  are  synced  into  Kapost.    The  Eloqua  API  is  used  to  pull  the  data  into  Kapost  (i.e.  requires  integration  with  Eloqua).    Page  Views  represent  HTML  content  (typically  blogs)  being  tracked  in  Kapost.    Kapost  pulls  this  data  in  two  ways:    Either  using  our  own  JavaScript  that  we  insert  into  your  HTML  content  or  through  Google  Analytics.        

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Copyright  ©  2015,  Kapost  and/or  its  affiliates.  All  rights  reserved.    

8.  Which  assets  are  shared  the  most?  Use  this  graph  to  see  a  listing  of  assets  being  shared.    Data  is  gathered  by  determining  where  a  published  URL  or  the  bit.ly  shortened  links  exist  on  the  web.  The  data  looks  at  Facebook,  LinkedIn,  and  Twitter.  For  content  assets  with  document  body  types,  both  the  published  URL  and  the  Tracking  URL  are  used  to  gather  data  on  where  a  document  is  being  shared.  Shortened  links  created  outside  of  Kapost,  within  tools  like  Hootsuite,  are  not  being  considered  in  the  data  consolidation.  

   

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Copyright  ©  2015,  Kapost  and/or  its  affiliates.  All  rights  reserved.    

Internal  Reach  There  are  3  graphs  available.   1.  How  much  are  my  internal  teams  viewing  my  assets?  Use  this  graph  to  see  how  often  internal  Kapost  teams  are  viewing  assets  published  to  the  Kapost  Library.    

 2.  How  much  are  my  internal  teams  sharing  my  assets  Use  this  graph  to  see  how  often  internal  Kapost  teams  are  sharing  (through  email  and  social  channels)  the  assets  published  to  the  Kapost  Library.  

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Copyright  ©  2015,  Kapost  and/or  its  affiliates.  All  rights  reserved.    

3.  How  much  traffic  are  Kapost  Library  shares  driving  back  to  my  assets?  Use  this  graph  to  see  how  much  traffic  shares  from  the  Kapost  Library  are  driving  back  to  your  assets.    This  data  is  gathered  when  the  asset  is  shared  using  the  Kapost  Library  sharing  tool.  

 Conversion  There  are  3  graphs  available.   1.  Which  assets  are  resonating  with  each  of  your  funnel  stages?  Use  this  graph  to  understand  how  specific  content  assets  are  contributing  to  each  stage  of  the  sales  cycle  (i.e.  MQLs,  SQL,  closed  win).  You  can  click  each  stage  to  display  the  assets  resonating  with  each  stage.  To  narrow  in  on  a  specific  content/asset  type,  use  the  drop  down  menu  available  on  the  graph  displaying  the  assets.    For  each  asset,  you  can  view  the  total  number  of  prospects  that  touched  the  asset  for  that  stage  or  view  Kapost's  calculated  Content  Score.    Integrations  with  Salesforce  and  Marketo/Eloqua  are  required  for  content  scoring.  Only  those  assets  tracked  by  your  marketing  automation  platform  are  considered  in  this  graph.  

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Copyright  ©  2015,  Kapost  and/or  its  affiliates.  All  rights  reserved.    

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Copyright  ©  2015,  Kapost  and/or  its  affiliates.  All  rights  reserved.    

2.  Which  campaigns  are  resonating  with  each  of  your  funnel  stages?  Use  this  graph  to  understand  how  specific  campaigns  are  contributing  to  each  stage  of  the  sales  cycle  (i.e.,  MQLs,  SQLs,  closed  wins).  You  can  click  each  stage  to  display  the  campaigns  resonating  with  each  stage.  To  narrow  in  on  a  specific  campaign,  use  the  drop  down  menu  available  on  the  graph  displaying  the  campaigns.    For  each  campaign,  you  can  view  the  total  number  of  prospects  that  touched  the  asset  for  that  stage  or  view  Kapost's  calculated  Content  Score.    Integrations  with  Salesforce  and  Marketo/Eloqua  are  required  for  content  scoring.    

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Copyright  ©  2015,  Kapost  and/or  its  affiliates.  All  rights  reserved.    

3.  Which  categories  are  resonating  with  each  of  your  funnel  stages?    Use  this  graph  to  understand  how  specific  content  categories  (as  defined  in  Drupal  or  Wordpress)  are  contributing  to  each  stage  of  the  sales  cycle  (i.e.,  MQLs,  SQLs,  closed  wins).  Click  each  stage  to  display  the  content  categories  resonating  with  each  stage.  To  narrow  in  on  a  specific  category,  use  the  drop  down  menu  available  on  the  graph  displaying  content  categories.  For  each  content  category,  you  can  view  the  total  number  of  prospects  that  touched  an  asset  in  the  assigned  content  category  for  that  stage  or  view  Kapost's  calculated  Content  Score.  This  graph  requires  a  Drupal  or  Wordpress  integration.