Adrian Vella (00:00)
All right, thanks very much for joining me today, Nick. Lovely to have you on Partnership Genius. No problem at all. But I have a bit of an introduction. So Nick is the Global Alliances Manager at Content Square. We’ve obviously done a lovely integration recently between DeVuze and Content Square. And guess a lot of this chat will be highlighting the value that it gives e-commerce brands clarity in how they do their partnerships and how they impact customer journeys, et cetera. I guess maybe a nice little
Nic Hucker (00:05)
Well, thank you. Thanks for having me.
Adrian Vella (00:27)
place to start would be Nick, just tell us a little bit about yourself.
Nic Hucker (00:31)
Short, brilliant. Thank you for that kind introduction there, Adrian. So as you mentioned, I’m the Global Alliances Manager at Content Square. So I look after all our technology or ⁓ ISV partnerships. So that is all other technology companies that we integrate with, go to market with, jointly market with.
And of course, one of those is Tyviso And as you said, we launched our integration about three or four months ago following sort of joint customer demand. So we’re in an exciting place to ⁓ watch this partnership grow from strength to strength.
Adrian Vella (01:05)
Amazing. For those who don’t know Content Square, can you expand a bit more on the business and what you guys exactly do?
Nic Hucker (01:11)
Yeah, sure. So let me give you the sort of 30 second elevator pitch for for content square. So we are a digital experience analytics platform. And what that means is we help businesses understand how, why and what users are doing on their website and their mobile apps. So we deliver rich insights into user behavior, intent, emotion through data visualization and AI capabilities.
And really this is to allow our customers to optimize conversions, revenue, customer satisfaction by identifying those friction points ⁓ on their website and improving their digital journey. think of it like essentially understanding digital body language and digital behavior. And the way we do that is because we’re capturing every hover, every scroll, every click, every click on a non-clickable element on your website.
straight out of the box in our platform.
Adrian Vella (02:05)
Interesting, you’ve definitely gone through that one a couple of times before, so thanks for the introduction there.
Nic Hucker (02:11)
A well rehearsed elevator pitch.
Adrian Vella (02:13)
I was going to say it’s definitely the one that the public, yeah, everyone right. Take your turns. Here we go.
For those who don’t live and breathe analytics, how would you describe Content Square’s role in helping your commerce leaders understand their customers?
Nic Hucker (02:26)
So as I mentioned, Content Square is really about
of our customers understand how, why, and what users or their customers are doing on their website. So said, think about Content Square being like a interpreter for digital body language, almost like an X-ray machine, if you like, for a website. As I say, not just showing what customers do, i.e. they left the checkout, but giving context and reason.
applying a contextual layer of data over traditional web analytics. So they rage clipped or they got frustrated by a form or they missed a key piece of information. And this really allows you to quantify the customer emotion, the effort metrics like frustration hesitation attention span to really pinpoint where your digital experience is potentially falling down, or of course where it’s been extremely successful as well. So we transform billions of digital behaviors, as I say, clicks, scrolls, hovers, clicks on non-clickable elements, into visual and actionable recommendations that anyone, not just data scientists or technical users, but the business user as well can ⁓ understand and use to drive increased conversions and therefore revenue.
Adrian Vella (03:45)
Interesting. Thank you for that. Why did you feel that, obviously you work with lots of different types of technology partners, right? What did you feel about the Tyviso that was a natural fit for integration in the content square ecosystem?
Nic Hucker (03:56)
So ContentSquare, as I mentioned, is very, very good at understanding the why behind customer behavior. But that is what ContentSquare does. We are a huge behavioral data insight tool. But what ContentSquare doesn’t do is action any of that
Where Tyviso comes in is that it’s a very powerful tool for testing and influencing the behavior using science-led rewards.
So this integration really allows ContentSquare to ⁓ explore the behavioral impact of a Tyviso campaign. So we measure the impact of the activation essentially that Tyviso is running in our granular detail. So we need ⁓ activations like Tyviso and a vast range of our other technology partners in order to essentially have data and insights on the website to be able to measure.
Tyviso’s use of A.B. testing combined with behavioral psychology around rewards-based behavior aligns perfectly with our mission to drive data-led continuous optimization for better customer experiences.
Adrian Vella (05:01)
Sounds like a dream combo. Righty-o. Historically linking partnerships to performance meant a lot of manual tagging and kerfuffle and kind of endless spreadsheets as well. From your perspective, how does this integration cut through that previous noise?
Nic Hucker (05:17)
So because Content Square doesn’t require any manual tagging, is straight out of the box. We are capturing every hover, every scroll, every click with a single line of JavaScript. We’re really providing a single unified view as to how Tyviso’s reward that’s being offered.
We’re able to measure that reward or the impact of that reward directly in the Content Square platform, as you say, without any manual tagging, without spreadsheets, without the need for manual data reconciliation, if you like. So this integration really allows us to analyze in the same rigour that any other on-site change would be able to.
Adrian Vella (05:57)
I like the ultimate plug and play I guess to a degree like turn it on set it leave it
Nic Hucker (05:59)
Absolutely.
Adrian Vella (06:02)
What does a frictionless setup look like for a brand already using Content Square? Is it really kind of as simple as a switch on than we say?
Nic Hucker (06:10)
Yeah, absolutely. So I think you hit the nail on the head before by saying it’s a plug and play. know, this is very much an out of the box integration that’s available in the ContentSquare console. It is as simple as flicking one switch and it allows ContentSquare to measure with the metrics that we collect against Tyviso’s range of gift with purchase or gift after purchase reward based insights.
Adrian Vella (06:37)
We’ve kind of talked about real time clarity, but what does that actually mean for an e-commerce director who’s making day-to-day decisions?
Nic Hucker (06:45)
for me, I think that means having immediate behavioral feedback. So what in real time, what are my users doing on my website is how I feel that that e-commerce director would be thinking. So it allows them to spot potentially unintended side effects of a certain reward or gift-based insight.
Are they new friction points or confusion being generated by that? Or is it driving a huge uplift? it really allows opinion to be sort of left by the wayside in a positive way and for insights and optimisation to be truly data-led.
Adrian Vella (07:21)
Interesting What’s been the early reaction from brands who have, you know, for both of us already tested this? Is there any particular results that, you know, surprised you guys in particular?
Nic Hucker (07:30)
Yeah, absolutely. So we’ve jointly been able to prove out the incremental value of our partnership here. And that’s beyond simple redemption or click through rates. I think one thing that we saw, and I think we were discussing this fairly recently, is noticing that higher overall engagement and lower frustration across the site. So tying.
TY VISO know, gift with purchase or gift after purchase to actually hire engagement across other parts of the site as well, not just in the checkout. So what, you know, we’re able to sort of couple it with the sort of comprehensive data and metrics that we pull through the ContentSquare platform for our end customers.
Adrian Vella (08:11)
Yeah, think one insight that really surprised me from a recent campaign is we obviously had a look at a lot of the heat maps afterwards. And one thing we noticed actually is that our gift with Purchase Solution was actually reducing the number of people entering discount codes, which was quite interesting because we saw an increase in AOV and part of that was related to, actually, you know, I actually don’t need a discount code and getting values from something else. That was quite an interesting insight that we saw in one of the campaigns.
Nic Hucker (08:37)
Well, and this is absolutely it, you wouldn’t have this insight without a tool like Content Square working in partnership and integrated into something like Tyviso. And as I say, this takes guessing or removes the sort of, almost the risk of sort of that highest paid person in the room opinion and becomes clear data-led insights.
Adrian Vella (08:58)
One of the challenges in partnership marketing is proving that impact to leadership, like you just said. How does having Tyviso are directly coming into Content square change those boardroom conversations?
Nic Hucker (09:10)
So I think it’s like what we just touched on there, Adrian. It moves the conversation away from qualitative statements, you know, such as, I think this campaign ⁓ is running better using, you know, anecdotal evidence to really quantified clear data led metrics, you know, such as a 15 % drop in conversion because this didn’t have gift with purchase compared to a
7 % rise in average order value because customers weren’t using discount codes, for example. That really allows businesses to make clear decisions from data and not just, as I say, anecdotal evidence. sorry, go on.
Adrian Vella (09:53)
No, it’s about tangibility, right? I think certainly I see a lot of people make assumptions about something which they think is personally true or untrue rather than it’s quantifiable, right? I guess the key thing here is that you’re kind of giving that, making sure you’re, we’re not marking our own homework, right? It’s like, here’s the empirical proof of what we believe is to be the correct thing rather than the opinion-based, right?
Nic Hucker (10:13)
Yeah, absolutely. from our side, is that independent third party content square acting as the data insights, all the big behavioral data lake showing the power of Tyevivo or transparently any of our other technology partners, the impact of the activation that they’re running. And I think we’re now,
Tyvees are able to benchmark themselves against core customer experience metrics that are captured in the Content Square platform, such as conversion or our exposure rate or attractiveness rate to content. Again, not away from those previous qualitative statements that we mentioned before.
Adrian Vella (10:51)
How does Content Square ensure that this isn’t just more data but trusted, actionable insight that brands can confidently base these decisions on?
Nic Hucker (11:01)
That’s the great question. ContentSquare firstly structures the raw Tyviso data, but we’re overlaying that with our unique behavioral metrics. So we’re turning the simple A-B tests into rich contextualized insight. And the way we do that is providing it through visualizations like heat maps and journey analysis within the platform to immediately show where and how
Tyvee has impacted the user journey flow from landing on the page all the way to conversion. So making that why question or that why reason as to why the user did or didn’t convert clear. We then overlay that further with the ability to validate those results through session replays. So if you like, we sort of flip it on its head. Where previously using digital experience analytics platforms,
You would firstly watch vast amounts of session replays and then scale that down. We let you drive the hypothesis first and then confirm that hypothesis with a session replay to give both the qualitative and quantitative data that teams need to trust in order to move forward with their data-driven decisions.
Adrian Vella (12:11)
Interesting. On our side, I guess to be fair, the whole of e-commerce, we’ve seen lots of brands over relying on discounting as a method for growth. How do you see this integration helping e-commerce teams beyond blanket discounts into being more scientific, more like science-led rewards?
Nic Hucker (12:28)
So I think this allows brands to identify where perhaps they were over relying on discounting because this really allows brands to measure the true customer experience value of non-discount rewards. You begin to separate, I suppose, almost like the psychological impact of where a gift we purchase or gift after purchase is offered and distinguish and segment.
those customers or those users who are doing or taking up the offer of gift with purchase or gift after purchase, who also apply a discount code against those who don’t and the two other segments. So those who apply the discount code but don’t take up. So it really gives able to understand.
which customers act in a certain way. And of course overlaying that with, as I say, you know, content squares, behavioral metrics, potentially looking at pulling in, you know, segmentation data from some of your other sources, whether it be like your CDP or your CRM, you really start to build your view of your one customer, if you like.
Adrian Vella (13:34)
Interesting. How, from your opinion as maybe the person that’s external to us, how do see the future brand partnerships evolving when they’re measured in such a kind of the same rigor as general paid media?
Nic Hucker (13:46)
So I think those sorts of partnerships will evolve into a measurable strategic revenue driver. And that’s because they are high value customer acquisition. So this rigor shifts from quantity to quality. it’s almost like the quality of ⁓ customer, if you like, the partnerships, the brand partnerships that will drive the highest average order value and the highest customer lifetime value. That’s sort of where I see the future of that evolution.
Adrian Vella (14:15)
Yeah, it’s kind of not a one-off campaign, more of like a constant, how do we do better and better and better?
Nic Hucker (14:22)
Absolutely.
Adrian Vella (14:22)
Finally, Nick, if you had one message for, you I’m sure you speak to dozens and dozens of econ leaders and you know, some of them might be listening to this. If you had one message for them, why should they take this integration seriously and in particular why now?
Nic Hucker (14:36)
That’s a great question, Adrian. So for me, if you’re running blind on your website and you don’t have a clear view of the customer journey and how your customers flow through your conversion channel, then you’re leaving, you know, unproven revenue on the table. In particular, if you can’t, you know, measure the power of your brand partnerships in the same way that perhaps you measure your paid media or other CX initiatives.
So, you know, in today’s economy, every customer interaction that you have must be intentional. And this integration between Tivies Owned Content Square gives you the data-driven confidence to really grow your brand loyalty and your revenue through high impact and in particular non-discount rewards as we’ve touched on throughout this session.
