How content marketing influences sales – TchiboBlog.cz

Content marketing costs a lot, and sooner or later management asks what it brings to sales. Martin Brixí of Tchibo spent three years in performance marketing and now runs TchiboBlog, the content platform Tchibo launched in December 2014, which won the Fénix competition this year.

You'll learn which metrics Martin tracks for the blog and why he ignores bounce rate, why half the budget goes to paid content distribution, and how he measured the blog's impact on the e-shop through post-view conversions when neither Google Analytics nor Webtrekk could do it.