Do you remember Reading Rainbow? I loved that show. LeVar Burton, the host, would close every episode with some recommended reading, submitted by viewers. He would always say ‘but you don’t have to take my word for it’ before they would cut to the reviewers.

It’s in that spirit that I offer up some thoughts on 2018. What are some emerging trends and issues that you need to keep an eye on as you prepare to hit the ground running? I have tapped into the incredible talent here at AKHIA to find out-what are they seeing, every day, that they want to share with you? What are some issues they feel you absolutely have to be paying attention to?

Every day this week I’ll share a take. These are all very relevant and definitely deserve to be on your radar. But remember…you don’t have to take my word for it.

It’s time to get serious about…reporting.

Amber Christopher, Senior Account Executive

One big trend I’ve seen with my clients across the board is the focus on reporting and providing meaningful metrics. Gone are the days when providing impressions and click-through rates is an acceptable metric. What did each individual person do when they clicked that link? What was their traffic and user journey? How many people reacted to that product announcement specifically? Did we get their information to build a profile and follow up with them? Content is king, but how do I show ROI on a white paper?

Now more than ever, companies are being pushed to show value and insights-driven metrics. But to do this requires investment in time and resources. To effectively track click-through rates and user journey on your site, you probably should be investing in a system like Act-On. To effectively track activity from product placements, you should be looking at having a resource to provide trackable links in releases.

As we’re looking into 2018 and beyond, we need to make sure we’re investing in the right resources-and team members-who can help develop and analyze those metrics. If you haven’t already, I’d encourage you to start having these conversations around reporting and metrics!