WHAT IS IT?
PM Content intelligence is our proprietary tool for turning big content data sets into actionable insights for clients at high speed. It leverages search data, social data and website/blog data through a single user interface.
PM users access the platform via Lion Login to surface pre-configured data visualizations for specific client categories. These screens rank overall content topic interest in the category, track this interest over time and also by category journey stage. In addition there is social sentiment analysis and search interest broken down to city level. The user has a range of search and filtering options.
CI Platform is built in a safe environment, accessible using Lion Logins
WHAT'S THE USP?
PM Content Intelligence platform integrates separate data sources into a proprietary and single user interface to de-risks content creation/curation/distribution by using data to answer the question “which content territories should my brand play in?”
WHAT IS THE VALUE PROPOSITION?
It saves time. Topic pre-configuration and automation accelerate the process of getting fast category-specific content strategy insights. Within one day. With 12 months back data always available.
It helps to plan content more accurately. Identifies which content topics should be planned (and when) with regards to user journey-stage media objectives (increase consideration, unlock purchase intent, etc.).
It helps deciding creative routes. Backs up creative routes and ideas with data.
It heightens PM’s innovation reputation. No other tool combines these data sets in one easy user-interface. Dynamic data visualization can power up our pitch theatre.
It generates better briefs. Creates a clear framework and guidelines for partners (publishers, celebrities and influencers) or any content creator.
It opens up fast access to content insight to new stakeholders: new business, comms planning.
Gap analysis: the Content Opportunity Map is showing the white and battleground spaces
HOW DOES IT WORK?
Content Intelligence scans Google search data and Netbase social and web data to pull insights for a pre-configured client category.
The category taxonomy can be updated over time, but is the heart of the set-up. It then automatically visualizes the data into digestible screens, filterable by time period and data source.
The web-app uses the Google and Netbase APIs to identify related content topic volumes. It leverages AI to determine the sentiment behind online discussions by tracking context, sarcasm and emotional text. The data is stored on Amazon Cloud (AWS).
1. Key driver of organic content revenue growth for existing clients (€ value of content strategy and content activation assignments unlocked as a direct consequence of deploying the CI Platform - indirect revenue)
2. € value new business pitch success (indirect revenue)
3. Client/custom versions: Specific subscription fee model
4. PM Licence fees: Cross-charged to other Publicis Groupe Solution Hubs
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