CM WORLD 2015: Content Marketing’s Data-Driven Mandate

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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.

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Author : Rob O’Regan


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