Act with Certainty

The ForeSee blog for CX professionals and the Voice of Customer community.

Context is King – Not Content

In mobile, Content is no longer king. Context is.

Content is still royalty, but more the little prince or princess than the king or queen. Context reigns supreme because as mobile sites and tablet sites and apps are developed, context is hierarchically the top of the design pyramid. The equation for context is deceptively simple:

Context = Location + Intent

Context is King | The ForeSee BlogMerriam (Webster) tells us that context is “the interrelated conditions in which something exists or occurs.” Yes! In mobile especially, everything is interrelated. A mobile site or tablet site or app cannot exist without the business need it represents, and the customer or prospect that actively uses it. There are so many moving pieces – interrelated, moving pieces – that make a mobile experience successful and profitable.

At ForeSee, it has become evident that Context is comprised of Location and Intent:

  • Location is where someone is in the world. Not geolocation. Location. Contextual location. Sure, you can sniff out the latitude and longitude. But what does it mean that I am at 34.063601,-118.359709 without having me provide the context of decoding that to mean that I am “at home.”
  • Intent is magical. Why am I at the mobile site today? To research, to purchase, to find a local store, to comparison shop, to check inventory, to check a balance, to do something else. Each one of these can and should necessitate a unique user experience. Some of those experiences will be speedy, quick hit experiences; others will be more immersive and engaging.

All too often we are optimizing for a conversion event when in fact we should be optimizing for a contribution event.

Together, location and intent provide context – the context that behavioral analytics like Adobe Omniture, GA, Flurry, etc. simply cannot deliver alone. We must strive to optimize for a “contribution rate.” To solve for contribution (the active, unidirectional verb for the term-of-the-moment attribution), we must connect the dots between channels and experiences, and predict the impact that a particular experience in one channel has on a conversion event in another channel. Everyone is vexed by this right now and trying to solve it with these complex attribution software packages. At ForeSee, this is what our mobile team does – we unearth the insights that power great decision-making. Deceptively simply.

Collectively, we know, in our guts, that a quality mobile experience can influence a store purchase, right? A web visit influences a call center purchase, right? A mobile site experience can lead to someone downloading our app, right? Connecting the dots is the tough part. But if we all agree that connecting the dots is the goal then that is a big first step. Because there is a solution. Context helps us do that.

At ForeSee, we provide the context.



About the Author

Eric drives ForeSee’s marketing strategy, working closely with the company’s product, client service, and sales teams to infuse innovation and operational excellence into its offerings. Since joining ForeSee in 2004, he has contributed to the organization’s strategic growth, particularly providing leadership around mobile solutions. He is the author of several of the company’s thought leadership studies, including the 11th annual ForeSee Experience Index (FXI) and the American Employee Study. Eric is a frequent speaker on customer experience analytics, and marketing best practices. He is a board member of the Digital Analytics Association (DAA) and an adjunct professor of mobile marketing at the University of California, Irvine Extension. Previously, he worked as a web analyst, multichannel strategy consultant, usability specialist and focus group moderator. Eric is a graduate of the University of Michigan.

Read more posts by Eric Feinberg

Comments

  1. Peter Malamas

    Very insightful post Eric. Context is immensely important, especially now that the amount of content available is increasing exponentially, while our ability and time available to consume it remains static. Context – provided accurately and correctly – is essential for brands to fully understand, improve, and positively influence the customer experience.

    Reply
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