Web Analytics: Tying Earned Media Metrics to Business Outcomes

Lately there has been much talk of the need for PR executives to focus on business “outcomes” rather than on business “outputs.” The ability to demonstrate how PR drives ROI or sales is indeed measurement’s holy grail. In prior years, though, the tools needed to prove such outcomes were lacking. But then came Web analytics. Widely used by marketers to optimize online advertising, Web analytics is what drove budget shifts from traditional advertising to very targeted online ad campaigns, as marketers were able to prove their online outcomes.

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