Contec Marketing Operations proposes the Highspot Analytics & Adoption Initiative, a partnership with the USC Upstate Business Analytics Graduate Student Team to improve how we manage and leverage Highspot data across all three business units. 

Today, reporting is largely manual and surface-level, delivered through monthly “Cleanroom Dashboards” that require manual exports and provide limited insight into content adoption and effectiveness. This initiative will build a stronger foundation for Highspot data by: 

 

Scope of USC Upstate Collaboration 

Phase A – Highspot Reporting Automation (Primary Focus) 

1.      Build a plug-and-play Excel/Google Sheets dashboard where monthly Highspot exports can be dropped in and automatically update. 

2.      Extend across all three business units for consistent reporting. 

3.      Incorporate trend views (rolling 3–6 months) to reveal adoption patterns. 

 

Phase B – Content Effectiveness & Adoption Analysis 

·       Build a content effectiveness scoring model combining usage, pitching, and engagement. 

·       Identify adoption gaps (users/teams not leveraging key content). 

·       Deliver insights on content lifecycle trends (what content sustains value vs. drops off quickly). 

·       Compare across all three business units to uncover best practices and opportunities. 

 

 

Expected Deliverables 

1.      Automated Highspot Dashboard (All Business Units) 

·       Plug-and-play reporting model in Excel/Sheets where monthly Highspot exports can be dropped in and automatically update. 

·       Standardized format across all three business units. 

2.       Trend Analysis Prototype 

·       Rolling view (3–6 months) of content and user engagement to track adoption and fatigue patterns. 

 

Phase B – Content Effectiveness & Adoption Analysis 

1.       Develop a content effectiveness scoring model combining usage, pitching, and engagement factors. 

·       Identify adoption gaps by business unit, role, or geography (e.g., power users vs. low adopters). 

·       Analyze content lifecycle trends, highlighting evergreen assets vs. short-lived content. 

·       Provide cross-business-unit comparisons to surface best practices and opportunities. 

2.       Final Report & Presentation 

·       Summary of findings, dashboards, scoring model, and governance recommendations. 

·       Clear next steps for Marketing Operations to continue building on USC’s work.