This post was originally published at idgenterprise.com
Last week’s Content Marketing World conference in Cleveland offered a dizzying mashup of left- and right-brainers – not surprising given the increased emphasis on measuring marketing performance.
“Analytics is data-driven empathy – making decisions that combine the creative process with the analytical process,” said Andy Crestodina, strategic director with Orbit Media Studios, a web design and development company. “That’s the sweet spot.”
Content marketers in particular are being challenged to deliver tangible returns on their investments in content creation, distribution and promotion.
Author : Rob O’Regan