With marketers planning to go on a Big Data spending spree in 2013. PR execs should leverage its own version of Big Data–social media metrics.
Allyson Hugley of Weber Shandwick provides eight suggestions for moving media metrics beyond advertising value equivalents, and even media impressions.
And as 2013 kicks into high gear, measuring the effectiveness of media relations has never been so daunting—yet exciting—to PR pros.
Ketchum partner and managing director of global research and analytics unit says data, analytics, statistics and math are becoming a necessity in the PR field.
Study points to the growing demand among companies for data that can drive strategic marketing decisions.
As data moves to the core of marketing communications, PR execs are playing a pivotal role in making better sense of that data.
Two leading academic researchers weigh in on a scale that can help PR pros anticipate the needs of the public during a crisis, and respond accordingly.
Case Study: Robust Research, Measurement Proves PR’s Worth in Spurring Action During Medicare/Medicaid EnrollmentSeptember 24th, 2012 by Bill Miltenberg
By linking pre- and post-campaign survey data with comprehensive media analysis, earned media was found to have more of an impact on the success of the Centers for Medicare and Medicaid’s Open Enrollment period than paid media.