Is reviewing site analytics something that’s always on your to-do list but never gets crossed off?

Andy Crestodina of Orbit Media says that doesn’t make sense. “The reason to use analytics is to stop wasting time and to abandon those tactics and processes that don’t make a difference. I use analytics because I’m busy,” he says.

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Editor’s note: Given the vital role technology plays in achieving content marketing success, we’re taking a closer look at how today’s thought leaders are bringing unique perspectives and personal experiences to the work they do in this space.  

We often think of business growth in terms of “more” – reaching more people, delivering more content, selling more products, and so on. It’s one of the reasons content marketers heavily rely on tech solutions to speed up their processes and scale their campaigns.

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