customer journey

Measuring Results Across the Customer Journey

  Brands and organizations are naturally interested in the journey of their customers, supporters or members.  Where did they find out about you, what fires up their interest, what moved them to become a customer or client or patient, and what prompts them to act as an advocate? The 2018 Gartner Multichannel Effectiveness Study shows […]

Online PR

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Measurement, Analytics a Hot Skill

Just this last week there were several articles in the news about the value of measurement and analytics. These are just a few of the stories published recently: Forbes: Data Science is the Key to Marketing ROI. This year alone, the U.S. is projected to absorb a shortfall of 190,000 data scientists — and that’s not even […]

digital tools for PR

3 Digital Tools That Improve PR

If the idea of technology invading the practice of PR freaks you out a little, perhaps all you need is a different perspective.  Yes, technology can be daunting, but it can also make your life a lot easier, help you achieve better results and demonstrate the value of your work. These three tools can do […]

Content Marketing

how to grow your business with a website

Make Your Website a Tool to Grow Your Business

    There are 28.8 million small businesses in the US, which account for 99.7% of US businesses. (Source: SBA Gov 2016)  Just over half of them (54%) have a website. (Hard to imagine why the other half don’t!)  There are thousands of web design companies out there offering to make or update your site. If your company has […]

how to measure content effectiveness

How to Measure the Quality of Your Content

  A while ago I posted a video by Rand Fishkin on how to create 10X content- content that is 10X better than your competitors.  So how do you know if your efforts are working?  Can you measure the quality of your content? The quality of writing and visuals is very subjective.  I may love […]

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PR Tech Tools

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Tracking News Releases and Measuring Success

Once you’ve written a news release, distributed it, and posted it to your newsroom and social media accounts, you have to track results and be able to report ROI. In the past, we counted outputs and media clips as the ROI of a press release, but in the digital age there is so much more […]

A businessman or an employee is drawing an analytics optimisation chart on the glass screen in a modern panoramic office in New York.

3 Reasons PR Pros Should Embrace Analytics

  Finding insights that drive action, and communicating these nuggets of information to the right people, is one of the most important parts of analytics. Yet it remains one of the biggest challenges.  PR pros could be champions at analytics because they already have the skills others find so challenging: Content Analysis.  PR practitioners have been doing this forever. We know how to […]