Measuring Results Across the Customer Journey

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 that Social Media, … [Read more...]

Tracking News Releases and Measuring Success

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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 we can track.  What do the people who read our releases do as a result? Do they click a … [Read more...]

3 Reasons PR Pros Should Embrace Analytics

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

  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 … [Read more...]

Measurement, Analytics a Hot Skill

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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 counting the 1.5 million more analysts and leaders … [Read more...]

3 Digital Tools That Improve PR

digital tools for 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 just that. A digital newsroom. There are many vendors out there … [Read more...]