Month after month of presenting analytics for a particular content marketing program can eventually become un-insightful. We have a responsibility to explore beyond just the math and formulas and help our clients understand "why".
Created a data & insight continuum connecting the upfront research which guided the content marketing strategy to the post-live analytics to inform the "why". In doing so, we also established that up front research was a need in and of itself.
Why this issue is significant:
As if digital media and advertising impact wasn't ambiguous enough, for content marketing it's even more so. Guiding client's decisions on what content to create (usually they go far too narrow) and then illustrate how it's performing using not just counting but statistical analysis is critical.
Link to "Compass & The Map"