Read this article for free
Register for free access to limited content and email newsletters.
Already registered? log in.
We promise not to spam you or sell your information. View our privacy policy.
Many companies have invested in original content production in recent years in an effort to attract and engage customers, and ultimately boost their bottom lines. But as these content initiatives grow and mature, attention is shifting to a key question: What specific outcomes are they driving and how are they best measured?
Toolkits spoke with 12 marketing executives and brand publishing leaders to establish their top priorities for the year ahead, and figuring out how to demonstrate return on investment emerged as a key theme.
This thirst for measurement and a shift toward more data-driven decision-making is driving marketers to think more carefully about the metrics they use to gauge the success of their efforts – and to pay more attention to analytics tools and technologies that