Azeem Ahmad focused on using data about Scroll Depth and YouTube for metrics on Google Analytics, helping to make informed decisions regarding an organisation’s content creation queue.
- Speaker’s name: Azeem Ahmad
- Job role and company: Digital Marketing Manager at Staffordshire University
- Website: www.staffs.ac.uk/
- Twitter profile: @azeemppc
- LinkedIn profile: www.linkedin.com/in/azeemahmad1/
- Link to the slides:
What was the talk about?
The more technical element of Azeem’s talk focused on sending data through from Scroll Depth and YouTube to Google Analytics and what you could do with this data thereafter.
The talk focused largely on using various measurement techniques to optimise a companies approach to content production and how one can segment and interpret the data better to make informed decisions as to how to better improve the content. For instance, if you could figure out the point at which readers stopped reading an article at, you could change the content up to make it more entertaining, more detailed, shorter etc.
A similar example that he used was that of video content on YouTube. If you have a 6-minute video and you can see that the majority of viewers are checking out after 3 minutes, maybe you should look to make 3-minute videos instead.
Further to this, when producing your content you need to ensure:
- That there is a need for the content.
- That you are thinking with the reader in mind.
- You have the right KPIs in place to measure the success/failures of the content.
Something else that Azeem touched on and something that is definitely worth looking into is that of the consumers Digital Body Language (DBL). Similar to one’s physical body language, DBL assesses a users online habits, how long they spend on a certain section, where they focus their cursor etc. All helpful stuff to measure when looking to make informed decisions.
All in all, step up your content strategy by analysing it utilising different data sources. Data can be a gift but too much data can be a curse so don’t get lost in the numbers.
“Care just as much about your users digitally as you would if they were to enter your business physically.”
Potential impact on the industry
By better understanding what the consumer wants through utilising various tools and data sets, we should see a whole lot more easy to read/view content coming out which ultimately makes things a lot more relevant for the consumer.
— Greg Gifford (@GregGifford) April 12, 2019
- Get to grips with the basics of GTM.
- Implement your tracking yourself, don’t wait/rely on other teams.
- Update your content strategy.
- Pay attention to your digital body language.