Tracking content marketing performance using web analytics: tools, metrics, and data privacy implications
by Julia Maintz; Fabienne Zaumseil
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 13, No. 2, 2019

Abstract: This paper first compiles content marketing metrics based on an analysis of content marketing goals. Subsequently, current web analytics tools are reviewed for their potential to support the introduced content marketing goals and associated metrics. This results in an overview of content marketing metrics and additional informative dimensions which can be tracked by web analytics tools. The tracking of the described metrics and additional informative dimensions is discussed with respect to data privacy. For this discussion, the European General Data Protection Regulation enacted in May 2018 serves as reference framework. The findings of this study are based on interviews with eight experts working as chief digital officers and digital managers of multinational enterprises as well as managing directors and content strategists of leading media agencies. Moreover, tools and features of current web analytics tools have been studied and compared, in order to realise this study.

Online publication date: Tue, 07-May-2019

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