Helping Weave turn data into better decisions
Weave Content Strategy and Design already had a strong understanding of Google Analytics and Search Console. They were using data to monitor performance, but wanted to take the next step to understand how people were engaging with their content and inform their marketing strategy.
They wanted practical insight into how people discovered their content, what encouraged them to engage, and how content contributed to course registrations and enquiries.
They also wanted to understand how AI is changing content discovery, and how to measure visibility in AI search. We were excited to help them build an understanding of this emerging channel as new performance data becomes available.
Building a measurement approach around content
Instead of starting with a standard dashboard, we began by understanding Weave’s goals, audience and the decisions they wanted to make.
Together, we designed a reporting approach that brings together website performance, marketing activity, training content engagement and AI visibility in a clear dashboard.
We complemented this with tailored training using Weave’s own data and content so the team could confidently interpret the results and apply them in their day-to-day work. Workshops included:
- AI performance: what we can and can’t see from data, and how to apply it.
- Marketing performance and the role of UTMs (campaign URLs).
- Understanding user journeys through Weave website content.
From data to action
The value of the project wasn’t the dashboard or training, it was the decisions the team can now make with confidence.
For example, the data showed:
- Visitors often move directly from training pages to case studies, showing the need for real life stories about course value
- Visitors arriving from AI search are engaging with specific pages, providing an early view of how AI is influencing discovery.
- Interest in Weave’s Generative AI training course overlaps strongly with Content Design in Action course, revealing opportunities to cross-promote related courses.
Strengthening content capability
Weave now has greater confidence in measuring content performance, understanding user behaviour and identifying opportunities to improve both their own content and the advice they provide to clients.
By combining practical reporting with capability building, the project has given the team a stronger evidence base for content decisions, along with a repeatable way to monitor how content performs as search and AI continue to evolve.