Jaguar marketer Ian Armstrong: Are content marketing metrics fit for purpose?

Becoming a judge for content marketing awards has inevitably thrown the issue of how to measure campaign effectiveness into sharp relief for me.
Awards are all about effectiveness, but in content marketing it can be difficult to demonstrate the impact that a campaign has had. Sometimes brands suffer from data overload and struggle to isolate what really made the difference – especially for international content campaigns that add another layer of complexity to the situation. Conversely, so