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.

Subscribe Now  |  Login

Comments Off

Deals of the Week

Get $150 Off PR News' Measurement Conference 

Media Relations ConferenceJoin PR News at the National Press Club on Dec. 11 for the Media Relations Conference, where you'll learn how to tie your media relations initiatives to business goals, use the right metrics to prove the success of your efforts, incorporate social media in a brand crisis and more.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Crisis Management Guidebook


Crisis management is an art, not a science. In this edition of PR News’ Book of Crisis Management Strategies & Tactics, you will discover many different views on this art, and you are certain to find takeaways that will transform the way your organization handles crises. 

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.