Return on Engagement, 2nd Edition

Chapter FiveMeasurement Strategy

Measuring content campaign effectiveness will help you make data-driven decisions about what’s working and what’s not. This will save you time, money, and resources on campaigns that underperform while iterating to improve those that do. Your measurement strategy should focus on metrics that show whether or not you’re actually achieving the goals laid out in your Content Strategy Framework and ignoring the rest.

The art of wresting actionable insights from analytics can be overwhelming, largely because interpretation depends so heavily on an individual organization’s unique goals. In this chapter, we’ll:

• Provide an overview of analytics basics.
• Lay out some general principles for identifying the best metrics ...