MARTECH: Can Contentsquare deepen understanding of audience intentions and perceptions?

MARTECH: Can Contentsquare deepen understanding of audience intentions and perceptions?

Contentsquare aims to give brands a deeper understanding of their audiences, including their intentions and perceptions. It does this by analysing their actions, behaviours and experience to help businesses deliver trusted and refined digital journeys.

With a goal of providing brands with more visibility into customers and why they make decisions and what influences their journeys, Contentsquare’s technology claims to enable organisations to create experiences that have not lost the human touch.

It uses a lightweight tag on a brand’s site or SDK in a mobile app to track mouse movements, clicks, and mobile interactions. The tracking data is then securely sent to Contentsquare servers, where it is aggregated and prepared for analysis.

Using machine learning, Contentsquare automatically interprets and converts this data into actionable insights and recommendations for the digital marketing team – allowing them to view and act on summaries of millions of user sessions.

Brands can view the data in a number of ways, one of which is Zone-based Heatmaps – which aggregates data on engagement, conversions, revenue, frustrations, etc.

It can give insight where content is overlooked or highly popular, without capturing personal data of customers. Uniquely, Contentsquare even provides options for cookieless analytics, i.e. neither third nor first party cookies are required.

What skills do you need to use it?

The platform is designed to be intuitive. This should make it easy for digital marketers of all skill levels to see how customers are navigating apps and sites. No special skills are required beyond platform onboarding. The core purpose of Contentsquare is to enable data-driven decisions for all, because it aims to hand the important issue of customer experience to marketers.

How much does it cost?

The pricing model is based on monthly traffic volume on a brand's site or mobile app. So Contentsquare’s cost scales with the value that customers get from the solution.

What benefits have users discovered?

Using Contentsquare insights, marketers should be able to adapt to customer needs in near real-time and optimise digital experiences in response to consumer engagement. This aims to inform more successful A/B testing to ultimately crystalize the best parts of the digital experience, promote them, and drive revenue. Going beyond analytics, the platform is designed to help marketers understand the intent and satisfaction of customers, allowing brands to design and deliver experiences that are focused on customer understanding, high-value, and empathetic.

As an example, Pizza Hut partnered with Contentsquare in 2021 to identify and eliminate pain points on its site.

The Pizza Hut Digital Ventures team noticed that customers visiting the ‘Deals’ page were not clicking on the deal cards – and couldn’t understand why. Using Contentsquare’s insights, the team realised that many of the cards were perceived as unclickable by customers – hence the lack of interaction and consequential loss of revenue.

The team quickly amended the issue, driving a US$7.8 million annual uplift in revenue.

Contentsquare claims that its insights automatically highlight the biggest opportunities and most significant issues with a brand’s digital platforms. The system uses AI to identify quantifiable revenue opportunities, showing brands issues with their site and the areas that are frustrating customers and costing them the most revenue.

It also claims to help marketers uncover the best new ideas for innovating experiences proactively. This allows them to quickly adjust and optimise the platform, growing revenue as a result.