2 | Uberflip Reporting (by Kara Burney, TrackMaven) Conclusion Part 1: Measuring Content Marketing ROI(by Michele Linn, CMI) Part 2: Using Omni-Channel Attribution to Prove ROI(by Shannon Dougall, Uberflip) Writing: Yoav Schwartz Editing:Victoria Hoffman Graphic Design: Quentin Zancanaro Introduction What are Content Insights Analytics (by Victoria Hoffman, Uberflip) Scoring (by John Hurley, Radius) ROI p.06 p.68 p.58 p.10 p.14 p.54 p.24 p.42 Table of Contents 2 | Uberflip Reporting (by Kara Burney, TrackMaven) Conclusion Part 1: Measuring Content Marketing ROI(by Michele Linn, CMI) Part 2: Using Omni-Channel Attribution to Prove ROI(by Shannon Dougall, Uberflip) Writing: Yoav Schwartz Editing:Victoria Hoffman Graphic Design: Quentin Zancanaro Introduction What are Content Insights Analytics (by Victoria Hoffman, Uberflip) Scoring (by John Hurley, Radius) ROI p.06 p.68 p.58 p.10 p.14 p.54 p.24 p.42 Table of Contents The Ultimate Guide to Content Insights | 54 | UberflipCo-founder & CEO, Uberfip Director of Content, TrackMaven Content Marketing Manager, Uberfip Director of Demand Gen and Content Marketing, Radius VP of Content, Content Marketing Institute Yoav Schwartz Kara Burney Victoria Hoffman John Hurley Michele LinnContributorsYoav is CEO and co-founder of Uberflip, guid- ing the strategic vision and direction of thecompany and ensuring the user experienceconsistently delights customers. With over adecade of experience in product developmentand marketing, he knows what customerswant and consistently delivers. Yoav is also apowerful speaker, advisor, and thought leaderin the technology space. Kara Burney is the Director of Content at TrackMaven, theintegrated marketing analytics platform used by hundredsof the world’s best brands. Before focusing on marketing forB2B SaaS companies, Kara worked in creative developmentat major production companies and literary agencies. Victoria is responsible for executing Uberflip’s content mar- keting strategy. She comes from an agency background andis obsessed with all things modern marketing. She graduatedfrom the University of Toronto where she studied semiotics.John is the Director of Demand Gen and Content Marketingat Radius. He has helped defne the predictive space as athought leader and sets Radius’ vision for go-to-market strat- egies, ABM campaigns, and sales enablement. Previously,John led marketing at ecommerce companies and graduatedfrom the University of Pennsylvania. Michele is the Vice President of Content at the Content MarketingInstitute. She is an award-winning content marketing executivewith two decades of experience spanning B2B technical com- munications, marketing communications, product marketing,freelance writing, and consulting for Fortune 1000 companies ina diverse range of industries. Michele has contributed to digitalpublications such as Forbes, Content Marketing Institute, andMarketingProfs.Director of Demand Generation, Uberfip Shannon Dougall Shannon is the Director of Demand Generation at Uberflip. She’s been at the forefront of marketing technology for overten years. By 2007 (the stone age of the marketing stack),she had more than 50 nurture streams up and running.Likethe stack, she’s come a long way since then, but one thingis for sure – she knows how to enable advanced revenuemarketing strategies, and pair it with the right technology. 。。。。。。