A colossal challenge in the road to measuring full content ROI. 1260+ assets reviewed. 55+ hours spent on tagging, reviewing & creating spreadsheets. 250+ internal reports ran.
Problem
With over 200 data centers across five continents, Equinix is a premier data center colocation provider that handles over 90% of the world's Internet traffic. In its path of exponential growth, the company leveraged content to drive sales and build connections with its customers. At this point, the marketing department owned over 10,000 global marketing assets in total, yet content measurement was siloed—each marketing team was tracking and managing content with different software systems. This information silo was a huge roadblock to measuring full content ROI.
Goal
A universal tracking list of all customer-facing content, across all relevant marketing and sales platforms.
Methodology
1. Qualitative Analysis: While the internal content management platform housed all 10,000+ marketing assets, the number of assets on the other software platforms varied extensively. Rather than matching files by brute force, a high-level understanding of the types of content on each platform was first conducted.
Conducted a high-level analysis of content tags across platforms and mapped correlations amongst tags
Ran filtered reports via the internal content management platform and narrowed the content gap amongst the platforms by 13 times
2. One-to-One Matching
Consolidated the content lists across platforms and matched identical assets
3. Content Review
Reviewed assets for usefulness and freshness with support from content and digital marketing teams
Identified assets to be uploaded, updated, or deleted from various platforms
4. Tagging Taxonomy
Identified and created custom tag lists in the internal content management platform
Updated, categorized, and tagged assets based on existing taxonomies
5. Consumption Reporting
Ran initial reports of the complete list of assets across platforms
Built ad hoc reports to track custom performance metrics
Result
With the creation of the universal tracking list and ad hoc reports, the marketing teams at Equinix now had access to a centralized system to measuring content ROI from production costs to customer consumption across different platforms.
