Breakout session

Data and metrics for content strategists

A good content strategy includes a plan for measuring success. But when it comes to gathering data—the hard numbers that enable you to measure and track that success—many strategists feel that it’s outside their area of expertise. It shouldn’t be; it’s vital that your strategy be grounded in data. It’s time to learn what to measure, how to measure it, and what to do with your results.

In this talk, you’ll learn a detailed process for adding quantitative data to your arsenal. We’ll cover how to identify the data you need, where and how to collect it, and how to use it to inform your content strategy.

You’ll walk away from this session with:

  • A process and template for framing projects in terms of the problems they solve, and the results they are trying to achieve
  • Information about how to use heat maps, CSRs, and Google Analytics to collect data 
  • The types of questions quantitative data can answer and how to balance quantitative data with qualitative data
  • A template for hypothesizing solutions based on gathered data

Note: It’s a good idea to bring a computer or tablet to help you follow along in this session.

Who should attend: Content strategists who don’t have experience collecting and using data in their content work would benefit most from this session. They will benefit by learning how to include data from various sources in the content strategy process, and how to reframe the projects they are working on by focusing on the problems they are solving (rather than just the project they have been assigned). If you already have a general familiarity with Google Analytics, that will be helpful.

Heather O’Neill

Strategic product partner, Pixels for Humans

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