Web Content Analytics: A Practical Guide for Marketing and Communications Professionals - Bahorsky, Russell

From feature stories and blog posts to explainer videos and social media campaigns, content teams are producing more than ever often with limited visibility into what s working and why. This book bridges the gap for professionals who need practical, strategic analytics skills but lack technical backgrounds.

Featuring a clear, accessible, and actionable approach, author Russ Bahorsky brings a research-informed perspective to using content data to drive better decisions in today s digital-first organizations. The book introduces foundational concepts in content measurement, to help you formulate better research questions, and how to collaborate with data experts. With real-world case studies and accessible frameworks, it demystifies analytics without oversimplifying it. 

Web Content Analytics is not a book about becoming a data scientist it s a book about asking better questions, building smarter processes, and creating content that connects. 

What You Will Learn 

Who This Book is For

Marketing and communications professionals, content strategists and editorial managers, brand and campaign leads, nonprofit and higher education communicators, graduate students in marketing or communication