Mapping metrics to customer journeys
Thursday 21 March 2024, 10:15 - 11:30 UTC, Stage 1
Bringing together audience journey mapping and business metrics, but now supercharged and accelerated through the power of artificial intelligence.
This session looks at the common mistakes that content teams make when developing their content and metrics strategy and how to fix them - all with an AI Power-Up. Using an AI, we can accelerate our mapping of audience journeys so that we can move to the key bit: addressing user needs with content and measuring how well we did.
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 real examples where clients have mapped analytics to the customer journey to drive relevance and engagement while quantifying their impact in the context of true organisational goals.
A tool to takeaway
In this session you will receive a customer journey mapping template, a set of corresponding AI prompts, and a workbook to try the methods yourself and apply them back to your own organisation and specific projects.
Understand the common mistakes that content teams make when developing a content and metrics strategy.
Know how to create a content metrics strategy that actually works, helping you to balance business reporting with user needs.
Reconsider what you choose to measure and how to take your reporting far beyond visits, hits and clicks.
Meet your session facilitators
Noz Urbina (Spain)
Omnichannel Content Strategist, Urbina Consulting
Noz Urbina has been working in what we now call "multi-" and "omnichannel" content design and strategy for over two decades. Noz is co-founder and Programme Director of the OmnichannelX Conference and Podcast and co-author of the book “Content Strategy: Connecting the dots between business, brand, and benefits” and lecturer in Content Strategy at the University of Applied Sciences of Graz, Austria.
Noz's company, Urbina Consulting, works with the world’s largest organisations and most complex content challenges but their mission is to help all brands be able to have better audience relationships regardless of touchpoint. Past clients have included Johnson & Johnson, Eli Lilly, Roche, and Sanofi Pharmaceuticals; Microsoft; Mastercard; Barclays Bank; RobbieWilliams.com; and dozens more.
Languages spoken: English, Spanish, French
A global problem they’d love to solve: Truth collapse: the meta-crisis that will make or break the world
Something they can’t be without: Music!