Pass Type: All Access Pass, Main Conference Pass
Session Type: Concurrent Session
Session Topic: Content Marketing
B2B Marketers still struggle with developing measurement programs for owned media experiences. The overly-simplistic approach is to measure on “leads” gathered, or vanity metrics such as traffic, engagement, or even downloads. The rallying cry from the CFOs office? “Where’s the pipeline?” But this is the wrong question for owned media experiences. The value is not measured in the simple conversion rate—it’s measured on the quality and impact the media has on the audience.
Join Robert Rose as he walks through the development of a proven, tested framework for designing a content marketing measurement program that demonstrates VALUE.
In this session, you’ll learn: