It isn’t always easy to measure the impact of your content marketing or attribute sales, leads or lead quality accurately. One way to improve the quality of your measurement is to improve the quality of your metrics.
Analytics data is easy to come by. In most cases it’s even available free or is included in services you’re already using, like an email service provider. That doesn’t mean all that data is useful.
In fact, having all of that data is a problem of its own — the firehose problem. As in, if a firehose is your only source of water, you’re either going to have to be creating in how you use it, or quenching your thirst is going to be a painful proposition.