Scott Brinker's presentation from 2016 ContentTech Virtual Event:
Designing Interactive Content to Power Your Marketing Data Strategy
Interactive content—things such as quizzes, assessments, calculators, and configurators—is qualitatively different than the passive content that audiences simply read, watch, or listen to. Interactive content experiences are essentially miniature software programs, or web apps, which have logic and user experience wrapped into their design and operation. Most importantly, they give marketers the ability to collect and leverage a rich set of data that is explicitly volunteered by participants.
Marketers can design interactive content with this data in mind to develop a broader marketing data strategy. This presentation covers frameworks for both the user-facing options that marketers
can apply, to solicit the right kind of data from prospects at different stages of the buyer's journey, and the back-office management of this data through different marketing automation platforms (MAP) and CRM systems.
- Managing explicit "digital dialogue" data vs. implicit "digital body language"
- Applying advanced progressive profiling tactics in interactive content
- Pipelining richer data profiles from marketing to sales through your marketing stack
- Understanding scenarios for programmatic data vs. human-consumable data