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Driving Growth Workshop: Mapping content data to business metrics for more strategic insights

Noz Urbina  (Omnichannel Content Strategist, Urbina Consulting)

Location: Room 150B

Date: Thursday, September 28

Time: 3:30 pm - 4:45 pm

Pass Type: All Access Pass

Session Type: Workshop

Track: Driving Growth

Vault Recording: TBD

Audience Level: Intermediate

This session looks at the common mistakes that content teams make when developing their content measurement strategy and how to fix them. Attend and learn to position content in a way that resonates with the organization that funded it, and the users who consume it, by focusing measurements on customer journeys and top user tasks.

Looking back on two decades of project experience, Noz Urbina has become a little obsessed with measurement. Despite having more raw data than ever on content and user experience, content teams still measure their output with metrics like simple hits, likes, clicks, and shares. Instead, we should be measuring whether it fulfilled its reason for being.

We will walk through examples where clients changed their measurements to achieve 10s and 100s of % improvement on their key content metrics and were able to better justify and explain the power of content to their colleagues and leadership.


  • The common pitfalls to avoid in the content measurement landscape.
  • How to change the internal discussion around content to focus on what managers and users care about.
  • How other organizations were able to make high-impact changes and redesign content to work better on all channels.