How cluster analytics can help marketers create content that converts
Ready or not, the artificial intelligence revolution is here and the marketers who embrace it have a serious competitive edge. One of the most exciting applications is the ability to gain insight into aspects of content performance that were previously the domain of “creative genius”.
Today, our company uses artificial intelligence (AI) as a tool to access and optimize previously unavailable data on all aspects of content. AI software has the ability to uncover the subtle truths about the characteristics of content that an audience responds to. This can be an extremely powerful tool as it takes the guesswork out of what content to produce in order to achieve the highest conversion levels.
Many people cannot identify for themselves what subtle triggers are leading them to conversion; that’s what makes these triggers so effective. These under-the-radar characteristics are by nature almost impossible to find through manual social media analysis, but artificial intelligence can identify patterns and use them to provide a game-changing competitive advantage.
Using cluster analysis to identify triggers
In my experience, cluster analysis is one of the most effective tools for identifying pieces of content that resonate or do not resonate with an audience. Cluster analysis divides the data into subsections that are meaningful and useful.
It is an important tool in the social sciences, biology, statistics, pattern recognition and, now, marketing. In marketing, cluster analytics can group content based on things like objects in pictures or videos, color schemes, and post copy. He can then identify the impact of different elements on the performance of a given content.
A cluster analysis can be beneficial for marketing efforts because of its ability to recognize which aspects of your content are performing well and which are not. From a practical standpoint, this allows marketers to increase the amount of great content. In addition, a cluster analysis identifies key characteristics of content that is performing below average. By being able to identify aspects to avoid, you can explore new ways to visually show the topics you need.
Put this tool into action
At Cortex, for example, we recently reviewed the social media campaign strategy for a tourist destination’s Instagram page. After discovering that ski-related publications were the worst performing, the organization wanted to improve its efforts on social networks before the next ski season. Through cluster analysis, we were able to identify the performance of the brand’s main photo categories on specific social media pages. In particular, we looked at the types of ski-related photos that audiences found most appealing. This helped us determine the optimal photos to use to reach the target audience.
Cluster analysis is based on patterns found in past content posted by your brand. It’s important to keep in mind that it can only reveal the most beneficial content from past options, so the more content data available, the better the analysis. Marketers can also create cluster analysis reports on competitor pages, which provide a two-way guide on what to do and what not to do in marketing.
This tool, combined with computer vision and other features of AI technology, allows marketers to finally stretch their legs when it comes to making creative decisions. Creative decisions are no longer primarily riddled with human biases. Using cluster analytics and other advanced analytics techniques not only increases performance by creating content that works, but also advocates marketers’ decisions to their peers and customers with hard data. Here is more effective content!