By virtue of who they are (an AI software company) and the product they offer (hyper-accurate pricing and sales optimization tools), Zilliant can access some fairly sophisticated data and analytics capabilities.
Each year, Zilliant used that data to create "industry benchmark reports." These reports were flat PDF files that provided readers a snapshot of their industry as a whole in order to see how their own company's performance stacked up. These reports also provided Zilliant with a key content marketing asset that could be used for conversion.
But we wanted to help Zilliant amplify the effectiveness of the asset with something that could succinctly communicate the sophistication of their products as well as offer users a more personalized view of how they compare to the masses. We worked with Zilliant to harness, ingest and visualize their (completely anonymized) data to create an interface that enabled users to interact with the data in real-time to get a more accurate view of their organization's performance.
We didn't create this interactive benchmark report for it to exist in a vacuum. The point of creating such an engaging platform was to provide an anchor for a wider, integrated campaign as well as a catalyst for enhanced campaign performance.
The interface let users compare themselves to their industry as a whole, but it also made sharing those results easier—multiplying the potential reach of the asset. Making it interactive also enabled us to deliver more precisely personalized content offers for further engagement.