Evolution beyond content strategy - for better or worse - is happening in analytics platforms.
The old value proposition of "know what content is working" has given way to "manage your customer experiences through audience segmentation". This is enabled by the major analytics products beginning to track individuals rather than the old standard of "aggregate and anonymous" data collection.
While we agree with the importance of individual behavior data collection (see CDPs), we still believe in the importance of web content analysis in the aggregate form. We do not believe in the conflation of web analytics and data activation taking place with the major platforms.
In fact, web analytics platforms have been expected to do much more than their intended capabilities for a long time. Now that new technologies are present to do more of the "data activation" heavy lifting, web analytics platforms can focus on what they do best: content analysis, and conversion attribution.
“The main focus of web analytics is very much still content strategy. As the main product offerings evolve their value propositions, do not be distracted from this important work.”
Having a sound content analysis for your website provides:
These are the ways we support your web analytics initiatives:
Methodical review of system configuration and data collection to ensure all is as expected by the business.
Reporting and training on the new systems for you and your business teams.