Campaigns and Content Analytics

[SmritiGupta]

Introduction

Campaigns allows you to deliver proactive, targeted messages to your employees. Similar to campaigns we’d see in our personal lives, Content Experiences Campaigns typically have a goal. At the highest level, that goal is to surface necessary information to the right employees at the right time, and in turn, you’re likely driving an action (or transaction) or deflecting cases.  

Many customers using Campaigns have reported powerful metrics demonstrating the reach and impact of their Campaigns, such as spikes in knowledge article views, significant banner impressions, high case deflection rates, and more. 

​Here's an interesting community blog for additional understanding around using Campaigns.

Refer to product documentation on Campaigns for additional details.

Content Analytics helps organizations in determining how engaged their users are with their portal and campaigns content. Content Analytics measures the impact and success of the campaigns with delivered dashboards and campaign success goals. 

Refer to product documentation on Content Analytics for additional details.

Academy Session

• Understanding what is Campaigns and what is included in Content Analytics

• Live Demo: How to build a campaign? How to enable content analytics? (Demo -> 31:52 - 1:02:19)

• Best Practices for creating effective campaigns

For other feature deep-dives, refer to other topics covered as part of Employee Center Academy series. 

FAQ's

1. What is the Content Analytics capability?

Content Analytics provides the ability to gauge how your employees are engaging with communications content posted on Employee Center and other channels.

Organizations can configure Content Analytics with ServiceNow’s Performance Analytics or use Google Analytics.

2. How is the Content Analytics capability different from User Experience Analytics?

User Experience Analytics enables organizations to analyze user behaviors on the entire Employee Center portal (and other channels, such as VA). These include analyzing journeys such as ‘items clicked after search’, etc.

Content Analytics by contrast is for analyzing engagement with communication content.

To learn more, see user experience analytics and Content Analytics product docs.