Data, Analytics and the Everyday Practice of PR

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Flying blind 5 (2)

  3 minute read You keep hearing that it’s vital to learn how to use data and analytics, but the very thought gives you a headache. You’re a PR person, not a data scientist. (And that’s probably the last thing you’d ever want to be.) You love your job and you thrive on creating content and messaging that builds awareness, authority, and affinity for your brand. … [Read more...]

3 Reasons PR Pros Should Embrace Analytics

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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...]

CMOs Regard Measurement as Key to Proving Value

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Channels Gartner 2018

Two-thirds of the CMOs polled in the 2017 Marketing Performance Management Benchmark study said the pressure to measure value, impact, and contribution is growing. Enterprise marketers plan to ramp up their spending on analytics technology a stunning 83% over the next three years, according to the latest CMO Survey out of Duke University. One way they're dealing with this … [Read more...]

Measurement, Analytics a Hot Skill

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logo 2

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...]

Measurement and Analytics a Hot PR Skill

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Teksystems skills 2018

The TEKsystems report on the Top Digital Skills CMOs are looking for in 2018  has analytics top of the list. While measurement has long been a vital part of marketing, it hasn't always been part of the required PR resume. In a recent post PR News stated, "Data analytics and insights will be more valuable on your resume than "people skills" or great writing." 2018 is the … [Read more...]