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Everyone loves creating new content and sharing it on different channels, but no one likes to do a content audit. It’s unsexy, boring, and frankly, thankless.

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Running an online business without clear goals in mind is like climbing Mount Everest without proper gear and training. In short, you are doomed to fail in both cases.

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There is an enormous difference between creating impact and creating buzz. Ultimately, measuring the effect of content marketing is dependent on the purpose, and – fortunately for us marketers – there are enough metrics for whichever objectives we are aiming for.

I believe deeply in that quote. In my life I spend an extraordinary amount of time understanding the problem and attempting to define it clearly. As if by magic, I find that it is then much easier to find the optimal solution (or realize none exists!).

There are few things more complicated in analytics (all analytics, big data and huge data!) than multi-channel attribution modeling.

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