Taking your Digital Strategy to the Next Level with Coveo Analytics
As we wrap up 2023, let’s discuss the top 10 analytics you can derive from Coveo and how to use it to take your digital marketing to the next level:
Content Gaps Analytics
Commerce Analytics
Content Gaps
Content Gaps is one the best reports in Coveo. It displays user queries without results. This shows you what content your users are expecting to find on your site, but are not finding. Understanding this can help you focus your content strategy on the gaps in your site and/or adapt your branding and messaging to your purpose.
Relevance
Similar to Content Gaps, the Relevance report is the next step to creating relevant content for your users. This report focuses on keywords with low clickthrough rates by search event, and high average click rank. This means that what the users are searching for is either not showing up in the results at all, or showing up fairly low in the results. Reviewing the results, can help optimize the experience for users by either adjusting your content strategy or the boosting and algorithm of search results.
Commerce: Query expression by search, click, and revenue
In a Coveo for Commerce implementation you can witness the search funnel as users search, click, and ultimately buy products based on their searches. This helps you not just optimize your content strategy, but also your ecommerce strategy based on results. It will help you understand where you are losing users between the search, click, and purchase for specific queries, whether the products do not exist or do not satisfy the user’s needs, or the product detail isn’t sufficiently representing the products, or there is more research required between search and purchase. You are then able to activate on your analysis.
Activity: Manage user adoption
Solution adoption helps you see the total visits and visitors by quantity and percentage with searches, clicks, facet selection, and interface change. This helps you understand the value and adoption of search within your instance. If there is low adoption in any area, you can analyze and optimize the area by design, content, etc.
Trend by Metric per Dimension
Within Coveo Analytics you can add cards to any dashboard to show you Trends by Metrics by Dimension. For example, you could see the # of searches by country or content author. You can also compare trends over time by any dimension with a time series line report card. This helps you determine which dimensions are more successful than others, and thus optimize specific dimensions.
Query/Keyword Performance
This report helps you see how specific keywords and user queries are performing at each stage of the search funnel. Reviewing and analyzing this report can help inform your content and keyword strategy.
Facet Performance
Similar to Query/Keyword Performance, the Facet performance report helps you see how specific facets perform in helping drive adoption, clicks, and revenue. Reviewing and analyzing this report can help inform your metadata strategy.
Search Cause Performance
Continuing, reviewing the Search Cause Performance report helps you see how different components are performing and where users are more likely to convert vs others. Reviewing and analyzing this report can help inform your design and component strategy.
Usage of ML Algorithms and Recommendation Components
Finally, in the same vein, reviewing the algorithms, ML models, and recommendation components can not only help you see how well these algorithm and components are delivering value, but also where you can continue to optimize beyond the out of the box algorithms provided by Coveo.
Data health: event errors
The final dashboard on this list is less focused on digital strategy and more on issues. However, this is an important report to review as the rest of the reports rely on consistent data and performance results from Coveo. A regular review of this report can help you identify issues as they occur that can have downstream impact on other reports.
In summary, a regular review, analysis and action of the above dashboards and reports provided and configured via Coveo can enable marketers to take their content, design, and digital strategy to the next level to deliver an optimal user experience and a greater intelligent search ROI.
