Performance analytics in the age of AI
Details
Understanding digital performance is getting harder.
People now discover content through AI tools, social platforms, and fragmented journeys that often never reach your website. Paths are harder to track, attribution is less reliable, and user behaviour is increasingly invisible.
It’s leaving many teams asking a big question: how should we measure online performance?
In this talk, Lana Gibson from Lanalytics will explore how we can adapt to this changing landscape without getting lost in hype or complexity.
Using real examples from large content-driven organisations like RNZ, GOV.UK and MBIE, Lana will cover:
- how AI is changing how people find content
- which data is actually useful for digital teams
- measuring individual pages vs the whole site
- how to use audience insights to make better content decisions
- what’s coming next in digital performance analytics
- which tools can help us get the insights we need
This session is designed for content strategists, UX practitioners and digital teams who want a practical, grounded view of where content measurement is heading - and how to navigate the uncertainty.
About Lana
Lana Gibson helps large organisations use digital data to understand audience needs and improve content, UX and digital strategy.
She began her analytics journey at GOV.UK in 2011 and now runs Lanalytics, where she works across GA4, search, dashboards and audience insight to help organisations make better digital decisions.
Lana is particularly interested in how AI-driven discovery is changing content performance, measurement and user behaviour - and how teams can adapt without losing sight of real user needs.
She speaks and writes regularly about analytics, content strategy and digital performance in plain English for busy teams.