LONDON - Metia Group, the international digital marketing agency, announced that its unique Content Resonance System (CRS) has been shortlisted for the International Content Marketing Association’s (CMA) for Best Use of Data & Insight.
The CMA Awards 2018 recognized Metia’s groundbreaking program undertaken for Microsoft – The Language and Topics of the Customer – as a shortlist award winner, competing against Santander Bank, Tesco, Volvo, Waitrose & Partners, and other global brands.
Microsoft asked Metia Group to conduct research that could be used by both in-house and agency content teams to inform all aspects of content creation and channel strategies.
Using its in-house Content Resonance System (CRS), large volumes of audience conversational data and advanced data science techniques, Metia isolated the specific themes, topics, and words that will enable Microsoft to create content that connects with its audiences’ priorities, driving deeper engagement, higher response, and accelerated conversion.
“CRS gives us data points to support the case for an external audience focus for our campaigns. We saw a significant increase in performance when using opportunities identified for us by CRS. It also reminds the business that our internal language around corporate priorities doesn’t always resonate with our customers, we must engage them by bringing our solutions to life around the topics that are meaningful to them,” said Victoria Oakes, Storytelling & Digital Destinations Lead, Microsoft UK.
By utilizing this unique set of proprietary data-capture tools and linguistic-research techniques, Microsoft saw a 200% increase in average time spent across articles that used CRS and a 4x uplift in conversion rate.
"Content should build a conversation around what matters most to customers," explains Andrew Martin, CEO, Metia Group. "Being recognized for an award in the Data & Insight category highlights the unique value of our CRS technology, and how it can be used to drive consistent messages, language, and tone, within the conversational themes and topics that audiences are most engaged around.”
Winners will be announced on November 27 at the CMA awards event in London.