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Analysis Of Content Marketing Success Depends On The Right Measurement Tools

July 6, 2015: 12:00 AM EST
A large majority – 79 percent -- of marketers have no idea whether they are getting a satisfactory return on their digital content marketing investment because they are not tracking it adequately. Kraft Foods digital marketing chief Julie Fleischer says the key to content marketing success is determining what measurements – the “analytic methodology” – provide real insights into spending decisions. Such measurements will help a company determine the impact of content marketing on product sales. That impact can then be compared to the impact of other marketing programs. “Is the proper methodology ROI?  ROAS?  CPA?” asks Fleischer. The key question: “What will it take to prove the worth of your content versus every other form of marketing spend available?”
Ashley Zeckman, "Content Marketing Measurement & ROI Advice From Experts at Kraft Foods & 3M", Top Rank, July 06, 2015, © TopRank Online Marketing
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