The growing importance of content analytics - MarTech Today | The Marteq Alert |
“Now marketers are really measuring content on how much it correlates to brand value, and the past six months has brought us to a place in analytics that normally would have taken five years,” said Meggie Giancola, Head of CPG Sales and Strategy for Valassis. “How content is being used to motivate shoppers is much different than when this year started, so your analysis and measurement has to change.” 

Content analysis and measurement needs to focus on the specific shift in consumer behavior and mindset that has occurred. 

“Every analysis is different. So as long as the analysis is data-driven that is a quality start,” said Giancola. “When you are seeing a high volume of content or impressions with minimal purchasing you need to ask if it is a content issue, brand issue or pricing issue.”