In the first post of this series on content analytics, I talked about the old way of measuring your marketing content with key performance indicators (KPIs) and why you can’t rely on old measurement models for new media channels. In the second post, I offered an analytics framework for measuring content KPIs along a user-journey continuum.
This leads me to the third post in this three-part series on measurement. In this post, I’m focusing on how you can measure the actions on the page to determine how users are interacting with your content. Or not.
Of course, there’s a rather basic problem here. You want to measure the performance of your content and tools, but most reports are just measuring the page itself. We want to measure the components.
Next, let’s look at the ways that we can tag and measure these components and how we can better serve our customers by understanding the content that matters to them. This requires a bit of history.