Post on 14-Jan-2015
description
escherman What has ever done
for PR?
Thursday, 3rd May 2012
Presenter: Andrew Bruce Smith
“Data beats opinion”
PR too often driven by untested assumptions and wonky metrics
Google aims high. Nothing is impossible.
Google has a “culture of failure”
A database of intentions
Doubleclick Ad PlannerGoogle Trends and Insights
Google Keyword ToolGoogle Analytics
Google Analytics is a free data....
Data puking!
PR’s marriage problem: solving
attribution
Some more things to consider
Visitor flow analysis
Isolate sources: down to level of individual coverage!
Better still: relate it to specific goals
Real time analysis
Old vs new
Old: Our PR activity created x number of OTS (opportunities to see)New: our PR activity
assisted £xxx sales - directly and indirectly. Explicit ROI.
NEXT SOCIAL SUMMER SESSIONS
•Integrating Traditional and Social Media – 10 May
•Real Time Public Relations – 15 May
•The Future of Broadcast – 24 May
http://www.cipr.co.uk/content/eventsawards/social-summer