Integrated Real-Time Data Boosts Content Delivery

sasha uritsky

Feb 12, 2016

How to make content more relevant and appealing to the content consumer?

This is a problem that has been on the mind of content creators for some time now. In our age of information abundance it is not easy to stand out and make your voice heard. The competition for the consumer’s attention is escalating, and with the number of information sources ever increasing, it will only get tougher.

Traditionally, a content delivery does not change across the target audience. A commercial, or a blog, looks and is experienced in the same way by all viewers and readers. We are entrenched in this paradigm, and can hardly imagine it being otherwise.

It turns out, the advancement of new technologies capable of capturing individual intents in real time brings up new opportunities in creating personalized experiences within the framework of content delivery.

This is how content can become more relevant - by becoming more personalized.

In a rudimentary form, we are already familiar with this approach as seen in online advertising. Some web and social resources aim at personalizing their promotional campaigns based on whatever drops of behavioural patterns and interests they can squeeze out of our web searches. The problem, of course, is that the technologies used to power these campaigns understand human behaviour poorly and results, therefore, more often than not leave a great deal to be desired. To put it mildly.

nmodes has been working on semantic processing of intent for several years. We now can capture intent from unstructured data (human conversations) with accuracy of 99%. (Interestingly, many businesses do not require this level of accuracy, being satisfied with 90%-92%, but we know how to deliver it anyway).

We recently started to experiment with personalizing content by using available consumer intent.

We used Twitter because of its real-time appeal.

We started by publishing a story, dividing it into several episodes:

And we kept the constant stream of data flowing, concentrating on intent to dine in Paris:

We then merged the content of the story with consumer intent to dine in Paris as captured by our semantic software. Like this:

This merging approach shows promising results - the engagement rate jumped above 90%.

Overall we are only at the beginning of a tremendous journey. We know that other companies are beginning to experiment, and the opportunities from introducing artificial intelligence related technologies into content delivery are plentiful.

There is a long road ahead, and we've made a one small step. But it is a step in a very exciting direction.

Interested in reading more? Check out our other blogs:

Social Engagement and Sales Accelerate When Using Intent-Driven Data

nmodes delivers consumer intent from social web to businesses. In real-time.

That is, if your company is selling cars we will connect you with potential customers out there that express intent to buy a car.

nmodes has partnered with a medium-sized travel company to help grow their social web sales channel. Our approach is to deliver consumer intent relevant to the company (people planning vacations, going on trips, flying to various world destinations, etc) and develop engagement strategies maximizing the impact of this consumer information.

Here are the results based on 4 months of data:

• The most efficient way to achieve short-term sales turned out to be individually targeted promo campaigns. For example, our travel partner created an attractive vacation destination package, and nmodes helped to spread the word on social media to those intended going on vacation.

A typical conversation start leading to promo offering. nmodes intent-based solution made it especially easy to target only relevant end users:

• The response rate varies geographically.

Canada - 20%

USA - 64%.

• The conversion rate is consistent across all locations and is slightly above 4%. When concentrating on vacation packages we were targeting 20-50 prospects daily, resulting in 2-4 sales per week, averaged $15,000 /mo or $200,000 /year.

• The potential for this particular market segment (all-inclusive vacations) in the US is at least x10 higher.

• The engagement was based on the combination of intent-based data and location data.

An intent-based sample for European destination package, travelers from USA:

While working with companies from various verticals we proved that intent-based data paired with location data offers a powerful opportunity to drive sales aggressively and accelerate business growth.

nmodes is best equipped to ensure that your business can benefit from this newly available power.

nmodes Is Helping Businesses to Succeed

With the launch of the new dashboard nmodes is helping businesses to drive traffic and grow sales.

For example, One of our clients needed to increase traffic to their website while at the same time improve the conversion rate. In other words, they wanted to see more quality traffic.

The client made a concentrated effort on social media, however they were having difficulties in finding the target audience - traditional keywords search resulted in too much noise and did not produce desired outcome.

nmodes dashboard simplified this client’s engagement process. We created a dedicated stream that accurately addressed their targeted audience. nmodes dashboard is actionable, so their engagement became easy. nmodes technology identifies potential customers accurately, and so their engagement became efficient.

As a result, the click thru rate rose up to 65%, traffic quality improved by 25%, and conversion increased to 6-8%

Another client relied heavily on mainstream dashboards (such as Hootsuite) These tools do not do a good job finding relevant conversations, in the process producing too much noise and forcing client’s community managers to spend long hours manually identifying these relevant conversations. The client manages multiple social account and this type of manual labour was impeding the business, both in terms of costs and efficiency.

nmodes produces highly accurate results in finding relevant conversations that do not require manual clean up. The client started using nmodes solution, and immediately freed a substantial amount of hours which enabled them to consecrate on servicing their customers and acquiring new ones.