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.
Web Analytics: Tying Earned Media Metrics to Business Outcomes
You might also be interested in:
- 6 Steps to Help Coordinate a Crisis Response in a Large Corporation
- Tips and Tricks to Use Facebook's New Live Video Feature to Boost Brand Engagement
- A Job for Communicators: Just 47% of Workers Receive Diversity Training
- 6 Tips to Gain Employee and Stakeholder Buy-In for CSR Success
- The Week in PR