Content Analytics - How to measure the effectiveness of branded content throughout the customer journey
As more and more brands start to adopt content marketing strategies, digital publishers will find it harder to cut through the noise and reach target audiences. Content marketers need to be clear on which content is meeting their objectives and where the highest returns on investment can be gained.
Analytics play a key part in this process. We are now seeing sophisticated content-focused platforms like Idio, Chartbeat, Skyword and IBM Content Analytics aiming to help publishers improve the effectiveness of their content, and tools like Google Analytics add features that provide invaluable information to publishers of content.
Nevertheless, making sense of all this data remains a challenge. Join us for a morning of live presentations from thought leaders in content measurement and analytics, as we discuss the best ways to use data to improve digital publishing online.
Speakers confirmed so far:
Celina Burnett, Social Analytics Lead, Deloitte UK
Celina will be talking about how to use social media measurement effectively, sharing real-life examples from industry. She’ll also be looking at some of the tools that are available to help develop effective social media measurement. Celina is a social media marketing and analytics specialist, currently leading Deloitte's Social Analytics practice in the UK. Focused on the Media & Entertainment sector she works with leading brands such as the BBC to develop effective social media strategies and targeted engagement to drive measurable results. Prior to Deloitte Celina led the social media insight and analytics programme for the London Organising Committee of the Olympic and Paralympic Games (LOCOG).
Andrew Davies, Co-founder, Idio
Idio’s core belief is that "You are what you read”. The effective analysis of content consumption is a key indicator of your audience’s current and future behaviour, and effective targeting of content influences that behaviour. He will be talking about the rich insight you can build off the back of a content marketing strategy by tracking and analysing engagement, showing how content consumed throughout the customer journey can receive sales attribution for warming up, nurturing, attracting and engaging prospects.
Marcus Taylor, Founder, VentureHarbour
Marcus is an expert in all aspects of content and Search Engine Optimisation, and will be discussing how you can use tools like Google Analytics to identify issues with your content and improve your publishing strategy. Marcus Taylor is an award-winning young entrepreneur, who has consulted to many Fortune 500 brands on their digital marketing campaigns. He has spoken internationally at conferences including TEDx, MIDEM, RIMC, SMX, SES, DistilledLive, BrightonSEO, and is a contributor to Econsultancy, Social Media Today, State of Digital, and Moz.
More speakers to be announced…
Weds 12 Feb - 9.30am to approx. 11.00am
Breakfast is served from 08.45am
CMA members: £60 + VAT
Non-member: £150 + VAT
Clients: We invite CMA members to bring their clients for free
IAB, 14 Macklin Street, London, WC2B 5NF (nearest tube Covent Garden/Holborn) Map >>
How to book your place
Email booking form to Patrick.firstname.lastname@example.org