As that random person who's both a quant and works in marketing, this book had me at the first page. I can't think of a comparable offering - even books devoted entirely to KPIs and marketing metrics - that actually have numbers and calculations on each page. If you want to truly learn how to compute the ROI on your content marketing, this should be your first stop. Frankly, even if you're not a math guy, the authors take you through each calculation step by step - and even if you're not going to be the person doing the calculations at your firm, it's still, I think, of tremendous use to understand the factors and drivers that underlie a particular metric.
To give a sense of the book's efficiency, it's well under 100 pages of text, but manages to show, step-by-step, how to compute at least 15 highly relevant metrics. I note that the below excludes the computation of cost of unused content which appears in the chapter on making the business case for content marketing, but the coverage extends to:
A. Brand Awareness (three metrics)
B. Brand Health
i. Engagement Metrics (five metrics)
ii. Audience Growth Metrics (three metrics)
C. Conversions (three core metrics)
Throughout, the authors drop in :"pulse checks" so you can make sure you're comfortable with the material presented thus far. Each metric has a real-world example. Incredibly helpfully, the authors also provide a terrific package of cheat sheets and worksheets.
Of course, at work, you're not going to be doing these computations by hand. But coming from the finance world and with valuation having been central to my career, I want to re-emphasize that the real learning is in mastering the drivers of value. It's not something most folks take the time to do, frankly and IMHO, particularly if you're with an agency, having a mastery of the metrics makes for very, very good business.
Thanks to both of the authors!