Archive:

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5 Key Questions to Ask Before Creating Your Measurement Dashboard

November 1st, 2017 by

Therese Van Ryne, head of global PR and the global customer reference program at Zebra Technologies, shares five key questions that a PR or marketing pro needs to ask before setting up a dashboard that effectively evaluates your campaign performance or share of voice.

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You Don’t Have to Be a Data Scientist to Master Measurement

October 27th, 2017 by

PR measurement may seem like a huge undertaking and many PR pros might not consider themselves data scientists. But that doesn’t mean you can’t find meaningful correlations in your PR data. Take it from Katie Delahaye Paine, also known as The Measurement Queen, who has been a pioneer in the field for more than two decades.

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Throw Out the Old Measurement Models and Enter the Golden Age of PR

October 20th, 2017 by

Now is the time to have a serious discussion about PR measurement and how we can advance the profession by throwing away old models and embracing the new. So says Andrew Bowins, an executive director at KPMG and a PR News Measurement Hall of Famer. By moving away from vanity metrics and into reliable insights—by “living at the intersection of big data and digital storytelling”—PR pros can elevate the conversation with the C-suite.

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PR Measurement Is More Than Just a Report Card

October 13th, 2017 by

Reporting the data from a communications campaign is more than just writing up a tally of various metrics. Too many communicators try to use measurement simply as an end in itself, a gauge of how well a campaign performed after it’s over. Rather, analytics should inform every stage of the planning process, says Carrie Schum, executive vice president of strategic planning, analytics and research at Porter Novelli.

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PR Needs to Transform Its Mindset on Data to Focus on Growth and Analysis

October 10th, 2017 by

With AMEC’s Measurement Month just completed, we asked Weber Shandwick’s president of measurement and analytics Allyson Hugley to reflect on the state of PR measurement as well as how PR pros can change the mindset about the importance of measurement and using data to glean business insights as opposed to proving the worth of the PR function.

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Google Says PR Measurement Is About Quality Over Quantity

October 6th, 2017 by

When it comes to measuring your PR and communications efforts, more is not always better. Janneke van Geuns, head of insights and analytics at Google, says that she has seen communicators who try to collect and track an overabundance of metrics. But collecting more data isn’t going to bring about better insights, she says. Instead, communicators should break through the clutter of unnecessary (and just plain meaningless) metrics to focus on the ones that truly matter to you and your organization.

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How Facebook, Snapchat and Pinterest Help Generate and Track Sales

June 20th, 2017 by

For many businesses, leads and sales are primary KPIs. But before you can track sales, you have to generate them—and standing out from the crowd on social media is no easy task. Online consumers can anticipate when ads are coming and know when and how to skip them. Fortunately, major platforms, including Facebook, Snapchat and Pinterest, continue to develop new technologies to help generate and track sales, helping to prove the ROI of social media ads.

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The Dirty Little Secret of Social Media Metrics

June 12th, 2017 by

Marketers are trained to watch engagement, track reach, respond to comments and keep an eye out for influencers on social media. But above and beyond how many shares and click throughs a post receives, the question your senior leaders really want to know is, “What’s the ROI of your social media efforts?” If you want more budget, headcount or respect within your organization, then you better have an answer to that question.

Hall-of-Fame

Rector, Gilfeather, Bagnall and Daniels to Be Inducted Into PR News’ Measurement Hall of Fame

April 7th, 2017 by

Each April, PR News inducts into its Measurement Hall of Fame communications professionals who have played longtime leadership roles in helping to define and expand industry measurement strategies, programs and standards. This year’s inductees—Elizabeth Rector, John Gilfeather, Richard Bagnall and Mike Daniels—will be honored during a special ceremony April 21 at the National Press Club in Washington, D.C. during PR News’ Measurement Conference.

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3 Ways the Children’s Defense Fund Drives Online Engagement

April 3rd, 2017 by

Before she measures the success of any campaign, January Williams begins with the question, “What am I asking the audience to do?” Williams, the director of online communications and outreach for the nonprofit Children’s Defense Fund (CDF), doesn’t try to be all things on all platforms. While some initiatives, like increasing the CDF’s number of followers, are easy to measure, most of what the organization does—when issuing legislative calls to action or fundraising, for example—is all about engagement. Here are three ways she uses analytics to drive action.