Hockey Insiders: What Google Analytics Can Do For The Minnesota Wild Front Office Staff by Allison Kremer

It is no secret that the Brand Content and Communications department for the Minnesota Wild have to understand the ins and outs of the organization. However, the importance of understanding the fan base and those interacting with the Minnesota Wild's brand both directly and indirectly is just as crucial. If you have ever wondered what exactly a Brand Content Manager does for the Wild, continue reading.

What exactly is a Brand Content Manager? A Brand Content Manager is responsible for shaping and implementing a successful content strategy that supports brand reputation and enhances engagement. In other words, a Brand Content Manager for the Minnesota Wild is responsible for how people outside of the business perceive the team and its business goals. 

The question remains of how the content managers work to maintain a strong reputation in Minnesota and beyond. The answer is data. 

Google Analytics is known for many things, but what a lot of people don't understand is that thousands of people use it for their job. As a content manager for the Minnesota Wild, there are many solutions that are solved through Google Analytics. 

First, the content manager will be able to look into three categories to better understand the brand and the people engaging with it, and how they can adapt their work to enhance the overall perception. These categories are Real-Time, Audience, and Acquisition. 

Real-Time will be used by the content managers if they need to understand what is going on with the business at that current moment. For example, how are people getting to the Minnesota Wild site? Was it that they were referred by another fan, or where are these users at that are looking at the Minnesota Wild's website? The Audience category is used to understand who exactly is engaging with the Minnesota Wild. What is their behavior like? What are the demographics? Lastly, the Acquisition tab is used for conversion rates, campaign overview, and social aspects of the team. Are fans staying on the site? Are they purchasing jerseys?

Without Google Analytics and the data it provides for businesses, there would not be a Content Manager position, let alone a group of people who understand their audiences and provide unique content to engage people with their brand, the Minnesota Wild.