Entrepreneurs discuss so much about generative AI for copy and content material.
However this misses one of the highly effective functions: AI for evaluation and insights.
If you happen to’re utilizing OpenAI’s ChatGPT Plus, then you will have entry to Superior Information Evaluation (previously known as Code Interpreter), which is the function that allows you to add CSV information and ask it to attract charts. So you’ll be able to add your advertising and marketing analytics knowledge from any supply and ask it for visualizations and insights.
That is quick and highly effective evaluation.
Dangerous at Excel? By no means used Looker Studio? Not an information scientist?
No worries. Simply ask the AI to visualise knowledge for you. In below 10 minutes, you’ll do issues that used to take a full day or assist from a high-skilled knowledgeable. All you want is advertising and marketing knowledge. The extra the higher.
Listed below are six charts and the prompts we used to create every. Strive them. If you happen to get caught, simply ask AI for assist. If you happen to’re an Orbit shopper, you’ll be able to ask me.
Warning! Test with authorized earlier than importing knowledge to an AI. If you happen to’re an company, ask your shopper earlier than importing their knowledge. There is no such thing as a solution to delete any of the information after they’ve been uploaded.
Chart #1: Aggressive evaluation of your key pages (heatmap matrix)
On the left is a prioritized checklist of the data wants of your splendid shopper, primarily based in your purchaser’s determination standards for choosing an organization like yours.
On the best, the colours shading the cells of this matrix present the diploma to which these info wants are met (or not met) in your web page and in your opponents’ pages. Darkish blue means the web page doesn’t reply their questions in any respect. Darkish purple means the web page is particularly targeted on that subject.
There aren’t any analytics packages that generate this report. However right here it’s…
make this chart: Use these prompts
Ideally, you will have documented personas or ICPs (splendid shopper profiles) which you’ll be able to load into the AI. If you happen to do, you’ll be able to skip the primary immediate or use prompts that additional outline the persona.
- Create a persona for a [job title] for a [company revenue] [B2B/B2C] [industry] in [geography]. This particular person’s targets are to [list goals]. Checklist the targets, ache factors and determination standards for choosing an organization that does [your service offering].
- Assessment the next webpage copy. That is “Competitor 1” How properly does this web page deal with or not deal with the data wants of the persona? [paste in webpage copy]
- Assessment the next webpage copy. That is “Competitor 2” How properly does this web page deal with or not deal with the data wants of the persona? [paste in webpage copy]
- Assessment the next webpage copy. That is “Competitor 3” How properly does this web page deal with or not deal with the data wants of the persona? [paste in webpage copy]
- Assessment the next webpage copy. That is “Our web site” To what extent does this web page deal with or not deal with the persona’s info wants?
- You’re a digital strategist and knowledgeable at conversion optimization. Create a warmth map desk displaying the diploma to which every of those 4 pages fulfill the data wants of the persona. Make the far left column a prioritized checklist of the persona’s info wants.
use this chart
First, look carefully on the pages and confirm that the heatmap displays the copy precisely. And triple examine your persona, particularly should you use AI to generate your personas. If it’s off, all of that is incorrect.
This single chart is a dream come true to the conversion copywriter. The plain motion is to revise your web page to make it extra informative. That’s the important thing to website optimization. Bettering the readability ought to enhance each the amount and high quality of leads.
Additionally helpful, this chart reveals the variations in positioning between you and your opponents. What’s their focus? Is it totally different from yours? How do they discuss to the prospect? Use these insights to additional differentiate your model.
Lastly, discover the alternatives to handle considerations that everybody missed. If everybody addresses a particular concern, be sure that your web page offers stronger proof than your opponents’ pages.
And because you’re already within the AI, you’ll be able to ask it to create a top level view or draft for a greater web page.
Chart #2: Electronic mail signup conversion price for each certainly one of your articles (bar chart)
A few of your articles encourage motion. Others, not a lot.
This chart reveals which articles your guests have been studying once they determined to provide you their e mail deal with. Moderately than present the whole variety of subscribers from every article, it reveals the conversion price for every article by factoring within the variety of visits.
That is the content material that grows your e mail checklist quick.
The best changing articles aren’t the very best visitors articles. These are hidden gems. That’s as a result of low visitors URLs don’t leap out at you from Analytics.
This report doesn’t exist in GA4. However right here it’s…
make this chart: The information and prompts
First you’ll must export two CSV information from GA4, from an account with correctly arrange targets. The primary reveals visitors to your entire content material advertising and marketing URLs. It’s the Web page Path report, filtered to simply present the weblog.
Subsequent you’ll export a report that reveals conversions. It’s the Pages and screens report filtered to simply present the e-newsletter thanks web page and with the conversions metric set to signups. Add a secondary dimension for “Web page Referrer.”
- I’m providing you with Google Analytics knowledge displaying visitors to weblog posts. Are you able to analyze?
- I’m providing you with knowledge about conversions (guests subscribing to a e-newsletter) from that very same weblog. Are you able to analyze?
- Merge the info from the 2 information collectively into one file, as you’ll do with a vlookup, so every row is a URL and the classes and conversions are proven for every. Give me a hyperlink to obtain. [check the file]
- [Use prompts that improve the data] Filter out anomalies. Merge URLs that look like duplicates. For any row with a URL that has parameters on the finish, mix these values with the row that simply has the URL. Take away URLs that don’t comprise the phrase “weblog”
- Draw a bar chart that reveals the conversion price for every weblog put up.
For deeper evaluation, you’ll be able to ask the AI to deduce advertising and marketing subjects from the URLs after which categorize by these subjects, then redraw the chart to point out which subjects have the very best conversion charges.
use this chart
First, double examine your inputs and outputs. Test for accuracy. Look good? Proceed.
There are two essential insights from this chart: what to advertise extra and what to provide extra.
What articles to maintain selling? Now that you understand which articles are your greatest mousetraps, you give attention to enhancing the cheese. Share them extra. Ship them extra. Do something you’ll be able to consider to drive visitors to them. If you happen to’re low on concepts, listed here are 76 ways to promote an article.
What articles to maintain producing? Take a look at the articles extra carefully. Do they share any codecs or options? Take a look at the subjects of the highest performers. Have they got something in widespread? Creating extra of those means having extra 10x performers and sooner checklist development.
And because you’re already within the AI, you’ll be able to ask it to create outlines or drafts for these new articles.
Chart #3: Video subjects that viewers interact with essentially the most
YouTube Analytics has a number of good studies.
However it doesn’t present the charges at which guests engaged together with your content material. So the excessive visitors movies all the time appear like they’re essentially the most participating movies. However that in all probability isn’t true. Your low visitors movies could produce extra likes and feedback per view than the excessive visitors movies.
Likes per view and feedback per view aren’t YouTube Analytics metrics. It gained’t present you this. It additionally doesn’t categorize your movies by subject.
However this chart does…
The information and the prompts for making this chart
First, go to the superior analytics part of YouTube Studio. Add all of the engagement metrics to the chart after which export to CSV.
- I’m providing you with knowledge from YouTube Studio. Are you able to analyze?
- You’re a video content material strategist. Categorize these movies into advertising and marketing subjects primarily based on their titles.
- Analyze the efficiency and engagement metrics for every subject class. Exclude views and impressions. Present your pondering. Draw a chart.
use this chart
First, double examine your inputs and outputs. Test for accuracy. Something look bizarre? Proceed.
The colours for the subjects with the longest bars are the subjects that your viewers are interacting with essentially the most. The engagement throughout subjects differs broadly. The insights and actions are largely apparent, however listed here are some fast strategies:
- Produce extra movies on the subjects that get the best engagement
- Just be sure you’ve embedded the movies of those high subjects in all places you’ll be able to
- Produce extra articles on these high subject to provide your self extra alternatives to embed movies
- Contemplate stopping video manufacturing on subjects that aren’t getting engagement.
- Affirm that the names of your greatest subjects are in your YouTube Channel description and align with the classes in your weblog.
Strive the next prompts for additional evaluation and proposals:
- Which phrases and phrases in video titles correlate with efficiency?
- Primarily based on this knowledge, counsel 10 video titles and subjects that will seemingly carry out properly within the YouTube channel.
Chart #4: Subjects that drive ends in emails, from the inbox by means of the web site
Your ESP (e mail service supplier) has knowledge for you: opens, clicks and unsubs.
Your GA4 has marketing campaign knowledge for you: visits, engagement price, conversion price
However few e mail entrepreneurs ever mix these knowledge sources right into a single report that reveals the efficiency of campaigns throughout the complete funnel: from opens and clicks by means of to engagement and conversions. And few content material strategists ever see full-funnel e mail stats per subject.
That’s as a result of it’s troublesome and time consuming to mix knowledge sources, map collectively the campaigns and report on efficiency of campaigns and topically grouped campaigns. It might be a flowery, customized Looker Studio report.
But right here it’s…
make this chart: The information and the prompts
The e-mail efficiency is an export out of your ESP. The web site visitors efficiency is an export from GA4. It’s within the Site visitors Acquisition report with Session Marketing campaign set as the first dimension and Date set because the secondary dimension. Create a filter the report reveals solely knowledge when the Session supply/medium comprises “e mail”. Export this report.
Notice: that is solely potential should you’ve been faithfully monitoring your e mail campaigns with UTM codes, utilizing a campaign URL builder.
- I’m providing you with knowledge from [email service provider] about e mail marketing campaign efficiency. Are you able to analyze?
- I’m providing you with knowledge from Google Analytics about web site visitors from e mail campaigns. Are you able to analyze?
- Mix rows so every marketing campaign is only one row. Use the earliest date from that marketing campaign within the date column. Present hyperlink to obtain. [check the file]
- These two datasets present the efficiency of the identical campaigns each from the e-mail service supplier (lively marketing campaign) and the web site conduct (google analytics). I need to see the efficiency of every marketing campaign throughout each datasets. Merge the Google Analytics knowledge with the Lively Marketing campaign knowledge, combining “session marketing campaign” and “marketing campaign title” into one column, inferring which campaigns have been the identical primarily based on names and dates. Present hyperlink to obtain.
- You’re a expert digital strategist and e mail advertising and marketing knowledgeable. Categorize the articles into advertising and marketing subjects. How do subjects correlate with metrics?
- Draw a heatmap matrix desk displaying the efficiency of every subject throughout key e mail advertising and marketing metrics.
use this chart
First, double examine your inputs and outputs. Test for accuracy. Does all of it try? Proceed.
Discover that some subjects could carry out properly within the inbox, however not so nice on the web site. Others, it’s the alternative. Seeing this, you’ll be able to merely set your expectations concerning the affect of those campaigns, accepting the strengths and weaknesses. Or you’ll be able to alter. Right here’s an thought:
Create content material that spans two subjects. Discover the overlap, mixing the e-mail components of excessive performing topic strains with the UX and content material components of excessive performing touchdown pages.
Because you’re already within the AI, you’ll be able to ask it to counsel subjects, topic strains and article outlines that will carry out properly throughout all metrics.
Strive these prompts:
- Describe an e mail marketing campaign that will outperform in most metrics.
- Counsel changes to this e mail advertising and marketing program primarily based on the info supplied.
- Primarily based on this knowledge, what sort of campaigns needs to be despatched extra usually? What forms of campaigns needs to be deserted?
- Primarily based on the info, what 5 potential topic strains would have the very best web site conversion charges?
- What open price, click on price, customers, engagement price and conversion price would you count on from the next topic line? [enter draft subject line]
Chart #5: Days of week when your guests are almost definitely to transform
Entrepreneurs speak about day-of-week with regards to sending e mail and posting on social media. (Ought to we ship on weekends? When’s the most effective time to put up?) However it’s uncommon to listen to days come up in some other context.
However day of week is all the time a factor. It correlates with each motion your viewers takes, not simply in inboxes and social streams. Your viewers usually tend to click on, learn, share, search and convert on totally different days of week. However there aren’t any studies in GA4 that present day of week.
But right here it’s…
make this chart: The information and the prompts
From GA4, utilizing a protracted date vary, go to the Occasions report and customise so “Conversions” is without doubt one of the metrics. Add “Date” as a secondary dimension and export the info to CSV. Open the file and delete the rows the place the conversions are zero. That removes the non-conversion occasions. Subsequent go to the Site visitors Acquisition report and add “Date” as a secondary dimension, then export the info to CSV.
Now you can have AI construct that chart with simply three prompts. Right here they’re:
- You’re an knowledgeable at analyzing and visualizing advertising and marketing analytics knowledge.
I’m providing you with one file displaying Google Analytics conversion knowledge.
I’m providing you with one other file displaying Google Analytics visitors knowledge.
Are you able to analyze? - Calculate the conversion price for every sort of conversion by day of week.
- Draw a heatmap matrix with the conversions on the left and days of week throughout the highest. Use row-wise normalization, permitting us to see which days are significantly sturdy or weak for every conversion price, relative to the opposite days of the week for that very same occasion.
use this chart
Discover how some days are significantly better than others. Even after you exclude the weekends, conversion charges rise and name 20% relying on the day of week. Understanding this may also help you high-quality tune your campaigns.
Make your content material seen when guests are more likely to act.
- Publish extra on social media on the high-conversion days for e-newsletter signups.
- Flip up advert budgets on days when guests usually tend to act. Pause adverts on low-conversion days.
- Pause your advertising and marketing (beginning with adverts) on days when guests are much less more likely to act.
Align conversion sort with exercise ranges on numerous days of week. Folks apply for jobs on Mondays? Register for webinars on Wednesday? Modify actions and advert budgets accordingly.
Chart #6: Webpage audit for search engine marketing and conversions
For our closing chart, we’re reviewing a spotlight from a latest article, AI-Powered Webpage Optimization, as a result of it’s enjoyable.
This chart reveals how properly a given web page does or doesn’t fulfill the prioritized info wants of your prospect, and in addition how we it does or doesn’t point out relevance
make this chart: The information and the prompts
As with chart #1 above, begin by giving the AI your documented personas or ICPs (splendid shopper profiles) or use this primary immediate to have the AI make one for you.
- Create a persona for a [job title] for a [company revenue] [B2B/B2C] [industry] in [geography]. This particular person’s targets are to [list goals]. Checklist the targets, ache factors and determination standards for choosing an organization that does [your service offering].
- Assessment the next webpage content material. How does it align or not align with the persona’s info wants? [paste in your webpage copy]
- Categorize the next keyphrases into high-level subjects: [paste in list of semantically related keyphrases, which you can find using this process]
- Construct a desk with three columns. Within the first column, checklist the entire persona’s info wants. Prioritize the checklist with the highest priorities on the high.
- Within the second column, make the heading “Conversion Readability (0-5)” and in that column, present the conversion rating on a scale of 0-5. The conversion rating is the webpage’s skill to each inform and persuade the customer on a given subject. Give decrease scores when the web page consists of little or no info, when the data is poorly supported with proof, or when the data is oblique or obscure.
- Within the third column, make the heading “Keyphrase Relevance (0-5)” and in that column, present the relevance rating on a scale of 0-5. The relevance rating is the extent to which the web page incorporates the keyphrases from the keyphrase classes. Give larger scores if the web page consists of most or the entire phrases from a given class.
That ought to do the trick.
use this chart
The insights are apparent. Revise the web page to higher meet the data wants of your customer and to higher point out relevance for the search engine.
For the reason that subjects are lined up in rows, you are able to do each on the similar time.
And because you’re already within the AI, you’ll be able to ask it to write down a top level view or a draft. Listed below are the prompts:
- You’re an knowledgeable at each conversion copywriting and search engine marketing. You may have learn each article on the Orbit Media weblog. You may have learn Andy Crestodina’s guide, Content material Chemistry.Write a top level view for a significant revision to the webpage. This define will change into the construction for a web page that may get scores of 5 throughout the board.
- Utilizing the define above, write a revision to the webpage that will get 5’s throughout the board.
Anytime you see an “Export” button, take into consideration AI
There are limitless alternatives for AI-powered insights. However you’ll want knowledge. So begin hoarding your knowledge. Improve subscriptions if they provide you extra knowledge. File your conferences and convert to transcripts. Ask teammates for his or her spreadsheets. Look excessive and low for these Export buttons.
Accumulate all the pieces.
Join all the pieces.
For years, the most effective entrepreneurs have been data-driven entrepreneurs. Now we’re in a brand new period, the place the most effective entrepreneurs are AI-assisted data-driven entrepreneurs.
Need to see us stroll by means of all of those use circumstances and extra?
Right here’s the replay of our webinar on this subject: give your advertising and marketing knowledge to AI for turbo insights and affect.
