Adobe Digital Dialogue

Best ways to measure content marketing? Qantas CMO Stephanie Tully explains her approach

Icon­ic man­age­ment thinker Peter Druck­er was the first and very pos­si­bly the great­est of all man­age­ment gurus. Druck­er, dubbed by Busi­ness­Week as “the man who invent­ed man­age­ment”, intro­duced many of the pre­cepts which came to define mod­ern man­age­ment, includ­ing the mantra that “if you can’t mea­sure it, you can’t man­age it”.

This was more like­ly an extrap­o­la­tion of Drucker’s influ­en­tial writ­ings – his 39 books includ­ed the ground­break­ing 1954 work The Prac­tice of Man­age­ment – than some­thing he actu­al­ly coined. He did, how­ev­er, observe that, “if you can’t mea­sure it, you can’t improve it.” What is cer­tain is that Druck­er con­sid­ered mea­sure­ment a vital part of man­age­ment and there­fore busi­ness suc-cess.

Stop drown­ing – mea­sure con­tent mar­ket­ing with focus

When vir­tu­al­ly any­thing and every­thing can be mea­sured, the con­cern aris­es that mea­sure­ment has become an end in itself. The ques­tion now emerg­ing is whether com­pa­nies are analysing the most appro­pri­ate data, or have the right plat­forms in place for a ‘full view’.

Report­ing can often get bogged down in mea­sur­ing all sta­tis­tics just because we can, rather than focus­ing on the stats that actu­al­ly mat­ter. To cap­ture the mag­ni­tude of data in cir­cu­la­tion, a wide­ly quot­ed fig­ure is 2.5 quin­til­lion bytes of data that we cre­ate every day – an ever increas­ing num­ber.

Stephanie Tul­ly is the CMO of Qan­tas and watch­es over Australia’s largest loy­al­ty pro­gram. Even for a lega­cy brand with an engaged audi­ence, Tul­ly has need­ed to dive deep­er into ana­lyt­ics to improve tar­get­ing and under­stand­ing of cus­tomer behav­iour.

The Aus­tralian air­line has trans­formed its cus­tomer pro­files through strate­gic part­ner­ships with data providers and online mea­sure­ment plat­forms, like Adobe Ana­lyt­ics.

“I think lots of busi­ness­es, includ­ing us, are on the jour­ney of stitch­ing togeth­er all of their chan­nels so that they can talk to cus­tomers in a seam­less way.”

“I think more and more, you know, there’s a future com­ing where there aren’t many chan­nels that are left that are not being used in a one-to-one way. Even tele­vi­sion and radio will end up being per­son­alised.”

Dis­cov­er the Qan­tas approach to data-fueled cus­tomer expe­ri­ences at this pod­cast here.

Report­ing on what’s right

Andrew Davis, an inter­na­tion­al­ly recog­nised thought leader in con­tent mar­ket­ing, for­mer agency exec­u­tive and best­selling author, believes the abil­i­ty to effec­tive­ly mea­sure con­tent mar­ket­ing is crit­i­cal to its suc­cess.

“Even at a very gran­u­lar lev­el, mar­keters have a real prob­lem under­stand­ing the dif­fer­ence between report­ing on the right things and mea­sur­ing the right things. At the end of the day, it boils down to mak­ing very sim­ple assump­tions,” Davis says.

“Assump­tion num­ber one is that you can actu­al­ly cre­ate mar­ket­ing that affects the rev­enue, so you’ve got to start mea­sur­ing rev­enue – even sim­ple things like rev­enue per sub­scriber or rev­enue per post. Those are the kinds of things your C-lev­el exec­u­tives want you to report on, not the num­ber of likes or fans or fol­low­ers or friends you got this week on a blog post.”

When you know who your audi­ence is, cre­at­ing the con­tent that will most res­onate with them is every bit as impor­tant as the most sophis­ti­cat­ed met­rics.

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