DrupalCon Seattle 2019: Mass.gov: A Guide to Data-Informed Content Optimization

This talk focuses on the evolution of web analytics and the importance of using data to enhance content quality. Presenters Nathan James and Davin Post discuss their collaboration between Mediacurrent and MassGovDigital to foster a data-savvy digital government. They share their approach to defining "wicked awesome content," converting indicators into actionable metrics, and the technology stack utilized to enable content authors to access optimization data without needing Google Analytics. Attendees will discover methods to measure content effectiveness, present insights to authors, and drive content improvements.