In a recent consulting project, the Gilbane Group had the opportunity to get a hands-on look at the current version of the Clickability Platform. Several marketing-oriented product enhancements over the past year will be of particular interest to our clients. While the product maintains its strengths in traditional online publishing (due in part to its origins in the publishing industry), there have been major improvements in areas such as analytics and reporting, social computing, and user interface design. In fact, Clickability has re-oriented its Platform to align specifically with the usage and campaign requirements of non-technical online marketing managers. Although product features such as in-context editing, workflow, library services, and user management, remain important and robust parts of the product, the new social computing functionality for online visitor collaboration have done much to bring Clickability to the forefront of Web 2.0-oriented content management offerings. This functionality includes out-of-the-box support for visitor loyalty profiles, discussion boards, visitor ratings, blogs, wikis, and podcasts.
Combining these new social computing components with improvements to Clickability’s analytics and reporting capabilities makes the product a natural fit for companies looking for a Web content platform to support online marketing initiatives. Areas of improvement within analytics and reporting include visitor analysis, profile targeting and reporting, campaign management, A/B split testing, reporting dashboards, ad weighting, and embedded in-context statistics. While organizations looking for a Web content management application to support traditional online publishing can still successfully use the product, they may find the marketing-orientation of the product unnecessary or awkward. And because good analytics and reporting in the service of online campaign management delivers high value for online retailers (in the form of higher average sales prices and better conversation rates among online shoppers), the product may demand a higher price than those publishing static HTML sites can justify. But for at least one of Clickability’s target audiences – online retail marketing managers – the new version of this platform warrants careful, hands-on consideration.