Predictive Content FAQ

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If you have not heard or seen it yet, in the Fall 2016 Release, we were super excited to launch our Predictive Content for Email. This included a revamp of the Predictive Content App's user experience and design.


Predictive Content is an Application Marketo offers that helps you auto-discover your content, engage your web visitors and email recipients with the most relevant, recommended content powered by machine learning and predictive analytics. See more in Docs here:Predictive Content - Marketo Docs - Product Docs


Here are regular FAQs on Predictive Content we hear from customers and those interested in the App:




Where do I learn more about Predictive Content?


How do I find the Predictive Content App? Is it the same as Web Personalization?

Predictive Content is a paid for stand alone App offered by Marketo. It is a separate product to Web Personalization. If you have purchased the Predictive Content App, you will see a Predictive Content icon on your My Marketo page. If you are interested in hearing more about the App, speak to your Account Manager.




Do I need the RTP Javascript tag to enable predictive content on my website and landing pages?

The set up process for Predictive Content (See Getting Started Docs) includes adding the RTP Javascript Code onto all pages of your website, including landing pages. This helps us to "listen" to your web activity, to auto-discover your content and display it on your web or email channels as predictive content outputs.


Content Discovery


How does Predictive Content discover my website content?

Marketo Predictive Content "listens" to your website activity, and when any web visitor clicks and views a specific content piece (HTML, PDF, Embedded Video, PPT) on your domain, we capture and discover the content title and content URL and start tracking the content's views and engagements. This  discovered content piece is then displayed under the All Content page. For set up details of Content Discovery see: Getting Started with Predictive Content.


Does the predictive content reporting also show which content has the highest engagement?

Yes, the All Content page shows all web content (html pages, videos, pdf, etc...) on your domain that web visitors viewed. These results can be displayed from highest views to lowest.


On the Predictive Content page, the reporting shows how many web visitors or email recipients clicked on the predictive content piece and can also be sorted to see which was the most engaged piece of Predictive Content per channel (web or email) or overall.


Tracking Content


How many contacts or content do I need to start using Predictive Content?

Predictive Content relates to web content. Content Discovery will find in most cases, we have seen hundreds of content pieces on your domain. The marketer can then go ahead and approve and enable these discovered content pieces for Predictive Content. You can also manually add content pieces to the collection. It is recommend you have 10-15 pieces of content enabled for Predictive (for any channel) to start and keep adding more to this.


Can you create your own Conversion Criteria?

We track and display the views on content and also clicks on Predictive Content. In addition, the metrics we show are conversions (direct and assisted) per content piece, which shows attribution to the content piece in bringing in new People.

  • Conversions: The number of visitors who clicked on recommended content and completed a form in the same visit
  • Assisted Conversion: Visitors who clicked on recommended content in a past visit and completed a form later

Currently, you cannot create your own conversion criteria.


Predictive Content Algorithm


Can you clarify on how the algorithms predict the content?

The predictive content algorithms use machine learning and predictive analytics to decide and recommend which pieces of content are relevant for each visitor or email recipient individually. We use a mixture of algorithms that are constantly optimized and improved for best performance and results analyzing clicks and conversions. The algorithms are based on trending, popular content viewed on your website, new pieces of content added to your site, and also takes into account URL paths and user behavior clicks and visits.


Will Predictive Content show content the visitor or email has already received?

There are certain checks and validations in place in order to provide the best experience for the end user receiving Predictive Content. These include:

  • The Recommendation Bar will not recommend a piece of content the web visitor is currently browsing
  • The Rich Media Recommendation will not show repeat predictive content on the same page and if the user clicks on a piece, we will not recommend the same piece of content they clicked on during that visitor's session.
  • In Predictive Content for Email, a email recipient will not see the same Predictive Content more than once in follow up emails sent with Predictive Content in them.


Does Predictive Content now take into consideration any type of segmentation? So predictive content for segment A versus segment B?

No, it is not related to segments, and this would be more of a rule-based style Web Personalization campaign. Instead, Predictive Content takes into account many variables to calculate before producing the Predictive outcome result for each visitor. Predictive Content can also be categorized and shown per category in the Rich Media and Email. See more here: Set Up Categories in Predictive Content


Is the Predictive Content picked at random, or is it based on customer criteria?

The Predictive Content is prepared and approved by you. You also select the look and feel of the outcome and where it will appear on your site or in your email body. However, in the end it's the Algorithm that decides which of the approved Predictive Content pieces is best to show the current web visitor or email recipient.


Displaying Predictive Content on Web or Email


Can you see which pieces will be promoted in the email before sending the email?

As the marketer, you can prepare and approve the piece of content for each source (email, web). In the end, the Predictive Algorithm decides what the end user will receive. For Predictive in Email, you can preview the layout and category of the Predictive Content, however the Predictive image is not seen until the recipient opens the email, so what you see in the preview is just an example, and will not necessarily be the image the recipient sees. See the process for setting it up and previewing Predictive Content in Email here.


Can we use only Marketo landing pages, or anything under our company webpage domain?

Yes, you can define all html pages, including landing pages, as content pieces to use in predictive. You can also manually add new pieces of content to the application.


Do you recommend Predictive Content for Marketo landing pages? Particularly Thank you pages?

Predictive Content for web in the form of the Recommendation Bar or Rich Media is suited for all types of pages. We have customers using rich media on their home page (3 pieces of Predictive Content in horizontal format) below the fold of the home page. We have the Bar running on Blogs or Resources pages. A Thank You page or Thank You email is a great use case to add Predictive Content as these pages or email, usually do not have any call to action, and adding Predictive Content can help create more clicks and engagement by the viewer. You can categorize your predictive content for Rich Media and Email so it would be recommended to show on that Thank You page Predictive Content related to the thank you submission (eg. white paper, case study, webinar, blog post).


Can you alter the code of the predictive content to be flush with a font style/coloring?

Predictive Content Rich Media for Web can be styled accordingly with font and colors. See here: Predictive Content for Email is a Predictive image generated upon email open, so it is offered as 8 different fixed layouts and the Marketo user selects one. See documentation here: Enable Predictive Content in Emails.


Can you use categories in the "web" or "rec bar" versions like you can in emails?

You can use Categories in Rich Media for Web and in Predictive for Emails. Currently, the Recommendation Bar does not support categories. Categories allow you to group your content and present predictive outcomes on web (rich media) or email. For example, you can work only with blogs, or with content in a particular language.