Amsterdam-Boston – May 19, 2015 –
Hippo, a leading Web Content Management System provider, today debuted its Content Performance Platform with the release of Hippo CMS 10, providing advanced functionality for marketing and IT.
Hippo‘s new Content Performance Platform enables a data-driven, omni-channel content strategy, which results in a more personable digital experience for every visitor. It is designed to help businesses understand their visitors – whether they are known or anonymous – and deliver the content they value in any context and on any device.
With the introduction of Content Performance, Hippo offers a new understanding of the Web Content Management System (WCMS) within the marketing technology ecosystem. Going beyond a productivity tool, Hippo CMS adapts principles from marketing automation, redefining the WCMS as an intelligent marketing technology software used to optimize and personalize the customer journey from its earliest stages all the way through, actively turning visitors into leads from the very first touchpoint.
“By learning about and responding to the individual visitors’ preferences, interests and intent in-real time, Hippo CMS 10 takes the guesswork out of content strategy,” stated Hippo CEO Jeroen Verberg. “This release transforms the CMS into a data-driven intelligent marketing technology that measures real-time content performance against the online goals of the enterprise – attracting visitors, improving engagement and increasing conversion.”
Key Hippo CMS 10 highlights include:
Content Performance Platform for data-driven and personalized content strategy
Whereas traditional web analytics have focused on the majority and average visitor, Content Performance metrics tailor content delivery to the individual, based on that individual’s real-time engagement with content. Built on the power of Hippo’s existing relevance engine, the Content Performance Platform adds further precision to real-time personalized content delivery. By providing a continuous feedback loop, Hippo CMS 10 offers actionable insights on content's success in supporting business goals.
Combining Personalization, Testing and Continuous Optimization
Given the dynamic nature of personalized onsite content, traditional A/B testing falls flat. During the period that an A/B test reaches statistical significance, the enterprise risks repeatedly delivering the wrong content to the wrong audience. By testing of content – rather than pages – per persona, and dynamically optimizing that content, Hippo CMS 10 avoids the pitfalls of standard A/B testing and drives better user experience for more visitors.
Hippo's multi-armed bandit algorithm optimises while testing. The algorithm initially tests content versions delivered in equal proportion — adjusting the proportion of content delivered in favour of the well performing content, wasting no time to continuously optimise the digital experience. This approach makes Content Performance metrics actionable even with a limited number of users in a test group.
Refreshed User Interface
Central to the Hippo CMS 10 release is a refreshed user interface, offering a new visual style alongside improvements to user interaction, making it more efficient and intuitive for end users.
The release of Hippo CMS 10 offers increased business agility spanning the enterprise. This flexibility enables both IT and marketing to respond to evolving online business needs, and collaboratively innovate for a scalable digital customer experience.