How do you find meaningful insights in an endless sea of data? Inside the marketing department of a global enterprise software company, a dedicated team was tasked to be a blogging centre of excellence and provide leadership and best practices to a large and diverse group of corporate bloggers. That’s a big challenge, and with so many metrics platforms in play — including web, blog, email, lead generation, social and paid campaigns — it was difficult to see the big picture. The team needed an integrated analytics measurement and reporting framework to tie together multiple data sources, without impacting their busy IT department. A well structured taxonomy was critical and this centre of excellence is now able to isolate and communicate important insights about blog content and amplification channel performance to drive more effective use of marketing resources, at the same time as demonstrating their value to management.
Why they’re amazing: This team of content and community experts didn’t get caught up in the limitations of corporate IT support. They were excited to try new tools and openly collaborated with us as part of their virtual team to identify meaningful metrics that could help them better reach their target audiences and build a thriving community.