the next generation of content strategy: a performance-driven model workshop
TRANSCRIPT
THE NEXT GENERATION OF CONTENT STRATEGY:
A PERFORMANCE DRIVEN MODELA Confab Intensive Workshop
2 Sept 2015
Paula Land Kevin P Nichols
2
Agenda■ Introductions & Expectations (10 minutes)■ Defining Performance-Driven Content (20 minutes)■ Developing a Performance Strategy (25 minutes)■ Analyzing Performance (20 minutes)Break! (20 minutes) ■ Operationalizing Performance (25 minutes)■ Workshop Exercise (45 minutes)■ Wrap Up (15 minutes)
2 Sept 2015 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
INTRODUCTIONS & EXPECTATIONS
4
About your presenters
Paula Land
■ Owner, Strategic Content■ Co-founder, Content Insight, home of
the Content Analysis Tool (CAT)■ Author, Content Audits and
Inventories: A Handbook■ 25+ years in editorial and content
strategy■ @content_insight
Kevin Nichols
■ Global content strategist■ Author, Enterprise Content Strategy: A Project
Guide and UX for Dummies■ 20 years experience in the web development
industry■ Key clients: MIT Open Courseware, Hewlett
Packard, Verizon, Target■ @kpnichols
2 Sept 2015 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
5
About you
■ Introduce yourself to your table!■ What are your expectations for this workshop?
2 Sept 2015 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
6
Key takeaways
■ Introduction to the concepts of performance driven content and measurement
■ Understanding of what a performance-driven roadmap is and how to create one
■ Key considerations for getting it right■ Hands-on activity to practice what you’ve learned
2 Sept 2015
DEFINING PERFORMANCE-
DRIVEN CONTENTDefinitionExamples
Image source: http://upload.wikimedia.org/wikipedia/commons/1/1b/Frances_Densmore_recording_Mountain_Chief2.jpg
Defining content
“Any information that is recorded.”Kevin P Nichols & Rebecca Schneider
The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
Meet Oolong
2 Sept 2015 9
Image source: https://en.wikipedia.org/wiki/Oolong_(rabbit)
One type of performance…■ A rabbit posing with random
objects on its head
10
Meet Oolong
2 Sept 2015 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
Image source: Patrick Barry at this link on Flikr.
And then there is another type of performance…*Oolong (AKA Pancake Bunny) received international recognition:■ Global presence on internet■ Featured in NY Times■ A dedicated Wikipedia page■ Received international audience
*Info source: https://en.wikipedia.org/wiki/Oolong_(rabbit)
The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
11
Defining performance-driven contentMeasurement and evaluation of content in order to make decisions on future content priorities.
Comes from school of data-driven marketing, but is specific to content.
2 Sept 2015
The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
12
Performance-driven content: Examples
2 Sept 2015
Netflix Nike Your YearIBM
The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
13
Benefits of a performance-driven content approach■ Drives effective and relevant
content to a user■ Leverages inputs so you can
respond to user’s content needs
■ Helps build a publication model around performance
2 Sept 2015
Recreated with permission of Kevin P Nichols from Enterprise Content Strategy: A Project Guide for omnichannel.com.
DEVELOPING A PERFORMANCE
STRATEGY
The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
15
Developing a performance strategy1. Assess the critical inputs2. Consider additional requirements3. Define a strategic roadmap
2 Sept 2015
Source: SapientNitro 2014 Content Strategy Positioning Paper
16
Critical inputs
■ Business requirements■ User inputs: – Personas and segments– Cross-channel journeys– Research and trends■ Content assessment■ Analytics■ Tools (for ongoing efforts): E.g.,
content calendar
2 Sept 2015
Recreated with permission of Kevin P Nichols from Enterprise Content Strategy: A Project Guide for omnichannel.com.
Step 1: Assess the critical inputs
Content Audit
The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
17
Business requirements
2 Sept 2015
■ Business goals and objectives that connect to users
■Define for■ Entire content ecosystem■ Each channel experience within it■ Down to page-type levels
■Identify new products/services/campaigns requiring content
Image source: https://en.wikipedia.org/wiki/Strategy
Step 1: Assess the critical inputs
The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
18
User inputs – personas / segments
2 Sept 2015
Know your users:■ Who are your users?– Segmentation models■ How do they behave?– Personas
Note:■ Continue to test and evolve■ Requires UX expertise
Persona Example taken from Content Strategy Alliance’s Free Tools and Templates Handbook.
Step 1: Assess the critical inputs
The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
19
User inputs – inter and intra channel journeys
2 Sept 2015
Leverage user journeys to determine content needs:■ Cross-channel (intra-channel)■ Singular channel (inter-channel)■ FunnelsNote:■ Validate at least semiannually■ Identifies future areas for investment
to prioritize content
Step 1: Assess the critical inputs
Recreated with permission of Kevin P Nichols from Enterprise Content Strategy: A Project Guide for omnichannel.com.
The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
20
User inputs – inter and intra channel journeys
2 Sept 2015
■ Example Customer Journey Content MapPersona User State User Journey Channel Content
Soccer Mom Anonymous Buy a Product – Step One: searches for product in Google
Website (Desktop)Mobile (App)
Product information in home page carousel
Soccer Mom Anonymous Buy a Product – Step Two: clicks on product in carousel goes to product detail
Website (Desktop)Mobile (App)
Product detail page
Soccer Mom Anonymous But a Product – Step Three: Add to cart
Website (Desktop)Mobile (App)
Shopping cart
Source: Rebecca Schneider and Kevin Nichols Fundamentals of Omnichannel Content Strategy Workshop on OmnichannelContentStrategy.com
Step 1: Assess the critical inputs
The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
21
User inputs – research and trends
2 Sept 2015
Informs the trends on user behaviors, as well as technology and industry:■ Many sources
available■ Follow it closely
• Alexa: Web analytics and benchmarking data. • Nielsen Press Releases: Whitepapers about technology and
media trends. • Nielsen Norman Group Reports: Reports on various areas of
User Experience.• Our Mobile Planet: Smartphone and adoption data on 48
countries.• Pew Internet: Wide-Sweeping reports on shifting American
behavior as it pertains to the internet.• Comscore Press Releases: Whitepapers about technology and
media trends.• Google Insights: Topics are widespread and you can find
information from user behavior on screen size to trends in technology
Reprinted from Kevin P Nichols’ Enterprise Content Strategy: A Project Guide, Page 47.See also Havas Media’s Global Media Trends and Insights
Step 1: Assess the critical inputs
The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
22
Content experience
"If you know your content, you can control your content"
—Ann Rockley
■ Audit the content■ Repeat annually or semiannually■ More on audits later…
2 Sept 2015
Step 1: Assess the critical inputs
The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
23
Leverage competitive analysis
2 Sept 2015
Competitive Analysis Template taken from Content Strategy Alliance’s Free Tools and Templates Handbook.
■ Audit your competitors just as you would your content
■ Identifies opportunities and gaps in your own experience
Step 1: Assess the critical inputs
The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
24
Metrics and analytics
2 Sept 2015
■ Goal of tracking and assessing data: Understand reach, engagement, conversion
■ Hard data: Quantifiable (the “what”) ■ Soft data: Qualitative (the “why)
Image source: https://commons.wikimedia.org/wiki/File:Plastic_tape_measure.jpg.
Step 1: Assess the critical inputs
25
Metrics and analytics: Hard metrics■ Quantitative
measurements– Conversions– Page views– Time on site– Click-throughs – Keyword search– User journey■ Social metrics– Likes, shares,
subscriptionsImage source: Laurie Carodonna at this Flickr URL.
Step 1: Assess the critical inputs
The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols2 Sept 2015
The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
26
Metrics and analytics: Soft metrics■ Primary research– Focus groups■ Secondary research– Marketing trends■ Social listening– Behavioral, sentiment analysis■ Surveys– Customer satisfaction■ Customer feedback■ Reviews
2 Sept 2015
Slide adapted from Rebecca Schneider and Kevin Nichols Fundamentals of Omnichannel Content Strategy Workshop on OmnichannelContentStrategy.com
Image source: Samuel Mann at this Flickr URL.
Step 1: Assess the critical inputs
27
Considerations: Content■ Aspire for GREAT content!■ Make the investment in continual creation
of great content a business priority■ Understand: your brand’s identify is only
as good as the content that supports it■ Don’t recycle the same existing content
again and again and again—improve it!
2 Sept 2015
Image source: Laurel Fan at this Flickr URL.
Step 2: Considering additional requirements
The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
28
Considerations: Operations■ Operations– Budgetary support – Siloed business units– Conflicting incentive structures– Cross discipline roles
■ Data– IT should not own data– Data is more than metrics/analytics– Measure across channels?
■ Technology– Can require multiple systems and dedicated tech resources– Tech integration is often required– Tech should not drive any of the above
2 Sept 2015
Source: Rebecca Schneider and Kevin Nichols Fundamentals of Omnichannel Content Strategy Workshop on OmnichannelContentStrategy.com
The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
Step 2: Considering additional requirements
29
Roadmap: Overview
■ Plots prioritized and scheduled approach to achieving the short- and long-term performance recommendations
■ Identifies bottom-up projects to feed it, and immediate opportunities to improve processes and demonstrate value
Remember…■ Start big, not small■ Revisit roadmap and course correct as needed
2 Sept 2015 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
Step 3: Developing a strategic roadmap
30
Roadmap: Team Planning
■ Start with a multidisciplinary team– Content Producing Group(s)– Information Technology (architects)– Sponsoring Business Unit Representative(s) (with budget authority)– Marketing (MarCom)– Subject Matter Experts (as needed)■ Establish core group members, meeting intervals■ Each meeting should have clear goals and action items■ A RACI or similar tool may be useful
2 Sept 2015 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
Step 3: Developing a strategic roadmap
31
Roadmap: Business Goals
■ What is the long term vision for the company?■ What are the business goals within context of corporate strategy?■ What are the objectives in place to meet those goals?■ How will omnichannel advance business goals?■ Who are your audience(s)?■ What channels are important to your business?
Answer the above as part of a discovery phase.
2 Sept 2015 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
Step 3: Developing a strategic roadmap
32
Roadmap: Stakeholder Interviews■ Meet with key stakeholders (cast of 1000+ not necessary)– Business sponsor(s)– MarCom– Content producers– Information technology■ Ask same/similar questions (interview protocol)■ Provide findings and analysis report■ Use report to inform roadmap
2 Sept 2015 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
Step 3: Developing a strategic roadmap
33
Roadmap: Workshops
■ Use workshops to define high-level roadmap that plots strategy for next 2-3 years
■ High-level example: See wall print out■ We will go through a workshop exercise today
2 Sept 2015 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
Step 3: Developing a strategic roadmap
ANALYZING PERFORMANCE
Tools and Processes
35
Tools and processes for measuring performance■ Metrics and analytics■ User research■ Content audit■ Optimized content lifecycles■ Content calendar
2 Sept 2015 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
36
Select your analytics
2 Sept 2015
■ Review business goals/objectives
■ Determine which metrics will best measure an objective’s success
■ Look within each channel and across channels; don’t forget social
Source: Rebecca Schneider and Kevin Nichols Fundamentals of Omnichannel Content Strategy Workshop on OmnichannelContentStrategy.com
The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
37
Select your analytics, cont.
2 Sept 2015
■ Use the SMART approach:– Specific– Measureable– Assignable– Realistic– Time-related
Source: Rebecca Schneider and Kevin Nichols Fundamentals of Omnichannel Content Strategy Workshop on OmnichannelContentStrategy.com
The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
38
Choose your tools
2 Sept 2015
Adapted from http://chiefmartec.com/2015/01/marketing-technology-landscape-supergraphic-2015/
The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
39
Gather and analyze data■ Focus on your most
important content■ Look for the lows but don’t
forget the middle■ Matrix the data■ Account for factors like
seasonality
2 Sept 2015 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
40
Analyze soft metrics■ Primary research■ Secondary research■ Social listening■ Surveys■ Customer feedback■ Reviews
2 Sept 2015 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
41
Understand user behavior
2 Sept 2015
■ User flows■ Usability testing■ Card sorts■ Search log analysis■ Customer support logs
The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
42
The content audit
2 Sept 2015
■ Shows whether content supports business and user goals■ Incorporates metrics for performance analysis■ Informs strategy for improvement■ Ensures that content consistently follows brand, editorial, style
and metadata guidelines■ Establishes a basis for gap analysis between content you have
and content you need■ Prepares content for revision, removal and migration■ Uncovers patterns in content to support structured content plans■ Supports decision-making■ Reduces project risk
The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
43
Audit tools
2 Sept 2015 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
44
What to do with findings
■ Plan and implement content improvements– Future content planning– Content to leave as-is– Content to optimize– Content to sunset
■ Implications for governance
2 Sept 2015 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
OPERATIONALIZING PERFORMANCE
Governance and Organizational Change
46
Governance and organizational change■ The benefits of governance■ Strategic and operational aspects
2 Sept 2015
Effective
content
Operational excellence
Strategic foundation
The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
47
Governance: Benefits■ Provides a structure for content creation and maintenance■ Sets, enables, and enforces standards■ Provides clear roles and responsibilities■ Provides a forum for content-related issues■ Group members can collaboratively define success measures■ Ensures predictable processes■ Lowers risk■ Conserves resources
2 Sept 2015 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
48
Strategic aspects of governance■ Understand current state■ Define goals, priorities, use cases for future■ Define success metrics
2 Sept 2015 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
49
Operational aspects of governance
2 Sept 2015
■ People■ Processes■ Tools
The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
PEOPLE
51
Governance: People
■ Preparing the organization for change ■ Team model to support governance ■ Roles and responsibilities
2 Sept 2015 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
52
Prepare the organization for change■ Getting organizational buy-in■ Changed roles and responsibilities■ Need for training■ Documentation of policies and workflows■ Tools implementation and adoption
2 Sept 2015 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
53
Set team model
Governance Team
Working Groups
Social Analytics Legal Content TechnologyBrand
Operations Technology Marketing Publishing TaxonomyStrategy
Executive Sponsor
2 Sept 2015
Product
The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
54
Define roles and responsibilities
2 Sept 2015
■ One model: RACI■ Other models may exist in your organization – key is choosing what works
Source: Content Strategy Alliance Tools & Templates Handbook http://contentstrategyalliance.com/csa-best-practices/csa-handbook/
The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
PROCESSES
56
Governance: Processes
■ Procedures, policies, guidelines ■ Communication ■ Training■ Ongoing optimization
2 Sept 2015
Recreated with permission of Kevin P Nichols from Enterprise Content Strategy: A Project Guide for omnichannel.com.
The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
57
Governance: Procedures■ Describe governance tasks and schedule■ Define how decisions are made■ Define content lifecycle management and workflows– Channel-specific workflow
– Content-specific workflow
– Routine maintenance
– Change management
– Updating content
– Archiving content
■Create a schedule of content review based on the quantity and frequency of publication
2 Sept 2015 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
58
Governance: Communication and training
2 Sept 2015
Message/Campaign
Audience Objective
Distribution
Format Frequency
Responsible
■Create communication plan to schedule project communications■Plan and implement team training on processes and tools■Use in conjunction with RACI model
The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
TOOLS
60
Governance: Tools
■ Editorial calendars ■ Optimized content lifecycles■ Workflows ■ Tracking and reporting■ Process automation
2 Sept 2015 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
61
Editorial calendar■ Central area for content planning and production■ Should align with other calendars (technical implementations,
marketing campaigns, product releases, etc.)■ Include go-live dates, dependencies, responsible party
2 Sept 2015
Source: Content Strategy Alliance Tools & Templates Handbook http://contentstrategyalliance.com/csa-best-practices/csa-handbook/
The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
62
Optimized content lifecycles
2 Sept 2015
Source: http://contentstrategyalliance.com/csa-best-practices/csa-handbook/
■ Tracks content from planning through distribution
■ Provides a way to ensure consistent process
■ Allows for identification of optimization opportunities
The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
Governance workflow
■ Can be used in conjunction with a RACI chart
■ Provides clear steps in approval process - people-focused rather than tools
■ Shows hand off points
2 Sept 2015 63
Source: Rebecca Schneider and Kevin Nichols Fundamentals of Omnichannel Content Strategy Workshop on OmnichannelContentStrategy.com
The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
64
Dashboards
■ Provide information on content creation (or other) progress
■ Helps to identify potential roadblocks
■ Helps to plan for future initiatives
2 Sept 2015
Source: Rebecca Schneider and Kevin Nichols Fundamentals of Omnichannel Content Strategy Workshop on OmnichannelContentStrategy.com
The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
65
Performance-tracking dashboard
2 Sept 2015
Source: http://contentstrategyalliance.com/csa-best-practices/csa-handbook/
The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
66
Process automation
■ Automated workflows■ Content expiration■ Version control
2 Sept 2015 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
67
Governance considerations
■ Testing (and iterating) on processes■ Overcoming organizational resistance■ Preparing for expanded roles—may need to add resources, change
responsibilities
2 Sept 2015 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
WORKSHOP EXERCISE
69
Workshop exercise: Define a roadmap■ To define your roadmap, decide on the experience for which you want
to create a roadmap■ Use the structure of the printed-out roadmap■ Take each category under “launch” and create your roadmap, naming
specific content,. Focus on areas that are critical to the experience.– Be specific. If you have a product company, pick a product launch– If you have a corporate site or non-profit, take a corporate
responsibility story or a specific initiative within your program
2 Sept 2015 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
FINAL THOUGHTS
71
Final thoughts
■ It takes a village—to effectively implement a performance-driven content initiative you need organizational buy-in, cross-functional support
■ If at first you don’t succeed… It may take a few tries to get your roadmap in place and your processes organized and optimized. Review, revise, repeat.
2 Sept 2015 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
72
Stay in touch!
Paula■ [email protected]■ Web: – www.content-insight.com– www.strategiccontent.com
■ LinkedIn: www.linkedin.com/in/paulaland■ Twitter: twitter.com/content_insight
Kevin■ [email protected]■ Web: kevinpnichols.com■ LinkedIn:
www.linkedin.com/in/kevinpnichols■ Twitter: twitter.com/kpnichols■ YouTube:
www.youtube.com/user/kevinpnichols
2 Sept 2015 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
THANK YOU!
APPENDIX
75
Suggested reading■ Havas Worldwide. Prosumer Report. Building Brands That Matter: The Sweet Spot Between Trust & Dynamism. 2013.– http://www.prosumer-report.com/blog/wp-content/uploads/downloads/2013/11/HWW-Prosumer-Report-Brand-Dynamism-Hi-
Res.pdf
■ Welchman, Lisa. Managing Chaos: Digital Governance by Design. Rosenfeld Media: Brooklyn, NY. 2015■ Kevin P Nichols’ Enterprise Content Strategy: A Project Guides (XML Press, January, 2015) Everything in this Webinar is
detailed much more in by book. Whilst my book is not specifically on performance driven content, that approach underlines the structure and all of my recommendations.
■ Paula Land’s Content Audits and Inventories (XML Press, October, 2014)■ Note: Paula Land and I position our books together, because we feel strongly that mine sets up a framework, and hers
informs how to use ongoing audits and governance to successful enable the framework.
■ Redman, Tom. Data-Driven Marketing, How to Engage your Customers (Harvard Business Review Webinar Series, 15 January 2015).
■ Forbes Insights: The Rise of the New Marketing Organization (January 2015).■ Content Strategy Alliance Handbook: This new repository contains nearly 40 free templates and leverages a closed-loop
structure to position the effort. ■ Rebecca Schneider and Kevin P Nichols’ Omnichannelcontentstrategy.com and Kevin P Nichols’ website: kevinpnichols.com■ NGData The Fifty Top Data-Driven Marketing Blogs■ Jones, Colleen. Clout: The Art and Science of Influential Web Content. New Riders: Berkeley, CA. 2011
2 Sept 2015 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols