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Analytics and Data

To justify an investment in content marketing, executive stakeholders expect quantifiable proof of the valuable returns the business receives from its content marketing investment. To provide that proof, marketers need organization-wide alignment on which content goals and objectives to prioritize and an effective strategy for measuring, analyzing, and reporting performance.

Learn which content marketing metrics to track, how to accurately interpret analytics data, and effective ways to turn audience insights into increased content ROI.

Google Analytics 4 offers a plethora of data. But how do you curate it into a dashboard that every stakeholder finds helpful? Simplify the process with Google Looker, using this free template and step-by-step process.

Editor's Picks

Forget Likes and Downloads: This Is 2024’s Ultimate Marketing Metric

An old marketing metric is back in a new way for 2024. Robert Rose explains why it’s hot once again – and how you can start tracking it.

5 Content Marketing Measurement Don’ts (and What To Do Instead)

Imagine you could prove content marketing’s long-term value in a way the CFO would understand. Avinash Kaushik, formerly of Google, is working to make it possible. For now, he shares five tips to make your metrics more relevant today.

From the Digital Analytics Association

Problem-Solving Skills for Data Analysts

Solving data analytics problems often requires the expertise of multiple teams. And that means the path from problem to solution gets convoluted. This structured process will help you find solutions to complex analytics problems (and save time on future challenges).
A person pulls a boulder up a steep hill next to the headline Why Organizations Struggle With Analytics (and How To Overcome the Struggles)

Why Organizations Struggle With Analytics (and How To Overcome the Struggles)

Many organizations have digital analytics tools and teams, but they still struggle. This approach to developing an analytics process will set your team on the road to actionable insights. 
Care and Feeding of Digital Analysts

The Care and Feeding of Digital Analysts

How do you find and keep good data analytics staff? Study this practical advice on interviewing, onboarding, and retaining talent based on insights from managers, directors, and analysts who wish their bosses had a clue.