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ContentTECH Summit Schedule Viewer


The Building Blocks of Content Reporting: From Simple Tracking to Machine Learning Attribution

Allison Wert  (Senior Marketing Strategist, SmartBug Media)

Sean Amster  (Digital Marketing Manager, Henry Company)

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Track: Content Management & Measurement

Session Type: Breakout Session

Audience Level: Intermediate

Vault Recording: TBD

Audience Level: Intermediate

Measuring the effectiveness of our content marketing programs continues to be critical - for both ongoing optimization and to prove the value of our audience-centric efforts. But where should you start - and how do you successfully build, expand and scale to more advanced levels of reporting?

This session will cover the essential building blocks of content reporting, including how to get buy-in and the key metrics you should start tracking immediately (no fancy tools needed!). Ready to get more advanced? We'll talk about how to systematically grow your reporting, from last-touch attribution to multi-touch to emerging machine learning attribution models. You'll learn the pros/cons of each, and how the right reporting can help you identify the best content for your audience at every step of their journey.


  • How to get started with content marketing reporting and buy-in
  • How to advance your content reporting with attribution models
  • How to identify the most influential content in your customer journey