Published on February 5, 2013
Proving the value of PR with web analytics
Andrew Bruce Smith Managing Director Escherman MCIPR@andismit #ciprsm #pranalyticsSearch for: Andrew Bruce Smith
…and PR planning“Data beats opinion”PR too often driven by untested assumptions andwonky metrics Google Trends and Insights Google Keyword Tool Google Consumer Barometer Google Analytics
Search = proxy for brand awareness
Google Analytics is a free data....
Why GA?Ubiquity86pc of UK businesses have installed GA (E-Consultancy survey 2011)It’s free!A way to prove the direct and indirect value of PRand social mediaKey WIN areas: goals and attribution analysis
The PR marriageproblem.Or how attributionanalysis can showthe value of socialmedia. Or PR.
Google Analytics provides a way ofseeing the direct and indirectcontribution made by any channelagainst a specific goal
Some more things to consider What is the purpose of your website? No goals, no insight
Visitor flow analysis
Isolate sources: down to levelof individual coverage!
Better still: relate it tospecific goals
Real time analysis
There’s more to come…Universal Analytics: combining web analyticsdata with pretty much anything
Old vs newOld: our PR and social media activity created xnumber of OTS (opportunities to see)New: our PR activity directly and indirectlycontributed £x value in relation to definedbusiness and organisational goals
Let's look at our take on Google Analytics 101 with 5 built-in metrics that need no customization and what they mean for your PR work
This week I had the opportunity to speak to a Public Relations class at Champlain College about measurement, public relations and Google Analytics.
Das ist der dritte und vorerst letzte Teil von Posts rund um Google Analytics und Public Relations. Die beiden anderen Beiträge finden sich hier:
This course lifts the lid on Google Analytics for public relations professionals. It provides an introduction to data-driven PR and an insight into how to ...
Das ist der erste Teil von Posts rund um Google Analytics und Public Relations. Die beiden anderen Beiträge finden sich hier: Google Analytics und Public ...
This document, written by CIPR Social Media Panel member Andrew Smith MCIPR, is intended to give public relations practitioners insight into how Google ...
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One comment on “ How-to use Google Analytics to track public relations outcomes ” Andrew Bruce Smith says: December 3, 2015 at 11:17 am.
Google Analytics has been helping communicators carve out important data insights, create smarter communication and allow professionals to make better ...
Your public relations (PR) team is celebrating. They just placed an article on the front page of TechCrunch and its driving huge traffic to the website.