Mind the Gap: Attribution without the blindspots

Discover a powerful framework for bridging the gap between content strategy and attribution reporting.

Delivered at BrightonSEO, Oct 2025.

Transcript

2. Who am I? Director of Operations ElevenWriting.com End-to-end content marketing for brands, marketers, and publishers linkedin.com/in/christian-rigg #MeasureFest
3. ` THE TROUBLE WITH ATTRIBUTION linkedin.com/in/christian-rigg #MeasureFest
4. STRATEGY AND ATTRIBUTION ARE MISALIGNED. linkedin.com/in/christian-rigg #MeasureFest
5. linkedin.com/in/christian-rigg #MeasureFest
6. linkedin.com/in/christian-rigg #MeasureFest
7. linkedin.com/in/christian-rigg #MeasureFest
8. In other words… linkedin.com/in/christian-rigg #MeasureFest
9. We struggle to… . DIAGNOSE DIFFERENTIATE INNOVATE DEMONSTRATE linkedin.com/in/christian-rigg #MeasureFest
10. ` SO, WHAT’S THE SOLUTION? linkedin.com/in/christian-rigg #MeasureFest
11. Introducing… linkedin.com/in/christian-rigg #MeasureFest
12. Multivariate Attribution Reporting Introducing… linkedin.com/in/christian-rigg #MeasureFest
13. Same space. linkedin.com/in/christian-rigg #MeasureFest
14. GA4 + Content plan metadata linkedin.com/in/christian-rigg #MeasureFest
15. Same scope. linkedin.com/in/christian-rigg #MeasureFest
16. “Which .feature mentions lead to .more demo calls ?” “Which content clusters drives the .most sign-ups ?” “What drives different outcomes for different personas ?” linkedin.com/in/christian-rigg #MeasureFest
17. Same dimensions. linkedin.com/in/christian-rigg #MeasureFest
18. linkedin.com/in/christian-rigg #MeasureFest
19. linkedin.com/in/christian-rigg #MeasureFest
20. ` BUILD YOUR OWN linkedin.com/in/christian-rigg #MeasureFest
21. Step by step instructions linkedin.com/in/christian-rigg #MeasureFest
22. Tags & event tracking Platform analytics Content management Data aggregation linkedin.com/in/christian-rigg #MeasureFest
23. Set up a Google Cloud project linkedin.com/in/christian-rigg #MeasureFest
24. Add data sources to BigQuery ➔ GA4 & GSC. Native export ➔ Sheets. Native import ➔ Airtable/Notion/Etc. API linkedin.com/in/christian-rigg #MeasureFest
25. Parse & join data URL GA4 GSC CMS ??? linkedin.com/in/christian-rigg #MeasureFest
26. Upload to Looker Studio linkedin.com/in/christian-rigg #MeasureFest
27. Example dashboard linkedin.com/in/christian-rigg #MeasureFest
28. linkedin.com/in/christian-rigg #MeasureFest
29. linkedin.com/in/christian-rigg #MeasureFest
30. linkedin.com/in/christian-rigg #MeasureFest
31. Demonstrate ROI linkedin.com/in/christian-rigg #MeasureFest
32. Content Drivers & Feedback Loops Decision Consideration Awareness linkedin.com/in/christian-rigg #MeasureFest
33. Personalise Content US Tasks UK CA AU KPIs Integration Dashboard Automate AI Assist linkedin.com/in/christian-rigg #MeasureFest
34. Mend The Gap • Connect outcomes to strategy • Start asking the right questions • Focus on what works, fix what doesn’t linkedin.com/in/christian-rigg #MeasureFest
35. linkedin.com/in/christian-rigg #MeasureFest