BloomReach released a new interface on its marketing analytics dashboard that helps companies identify web pages that aren't doing a good job.
BloomReach released a new interface on its marketing analytics dashboard that helps companies identify web pages that aren't doing a good job. Its Continuous Quality Management (CQM) view provides four different quality metrics for each page managed by BloomReach.
The content metric compares a page's content to its topic, with an emphasis on products and how a featured array of products matches a visitor's intent. Behavior measurement integrates metrics including bounce rate and conversion to determine how well the page addresses visitors' needs. The system measures how much content on each page is unique from other pages on the site to provide a uniqueness quotient. And the flux metric analyzes the rate of change of products on the page to flag pages that have become stale or irrelevant.
"This technology is about making sure, when you run a website with thousands or even millions of pages, that the quality is good. Most sites will create the base content, publish it, and then that page never gets optimized over time," says CEO Raj De Datta.
He notes that these metrics are not absolutes. "It's not necessarily about arbitrarily good or bad quality, but what is appropriate for a particular website," says De Datta. For example, for a major retail website, there's high probability - and high importance - that each page be unique. A small retailer with a limited product line would look at the uniqueness score very differently.
BloomReach is a provider of two data marketing applications: BloomSearch for natural search customer acquisition and BloomLift to increase advertising ROI, both built on its Web Relevance Engine that analyzes consumer interactions and applies machine learning to predict demand and enhance content and landing pages.
The data underlying the CQM metrics has always existed inside the BloomReach engine, De Datta says; now, the company is making it available to its customers and partners. Marketers can access CQM through the new interface in the BloomReach dashboard and use the metrics to set rules, filter, and improve pages. Because many customers are managing sites with millions of pages, the dashboard also lets them set thresholds for each metric that can trigger reviews, publishing, or retiring of pages.
Initially, BloomReach is bundling CQM with its BloomSearch product, which is provided for a fixed fee plus performance model. For now, there's no extra charge. De Datta says that over time, CQM could be applied to a wider set of web pages and rolled out more broadly as a product.
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Susan Kuchinskas has covered interactive advertising since its invention. The former staff writer for Adweek, Business 2.0, and M-Business covers technology, business and culture from Berkeley, CA.
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