Google Analytics & Public Relations
Download as PPT, PDF0 likes464 views
This document discusses how public relations professionals can use web analytics to prove the value of PR. It recommends using free tools from Google like Google Trends, Google Keyword Tool, Google Consumer Barometer, and Google Analytics to gain insights from search and consumer data. Google Analytics specifically is highlighted as it can track direct and indirect contributions of channels like PR and social media to achieving organizational goals through attribution analysis, visitor flow analysis, and isolating individual media coverage. The document advocates relating PR activities to measurable business goals for a more meaningful analysis of PR value.
Google Analytics & Public Relations
- 1. Proving the value of PR with web analytics
- 2. Andrew Bruce Smith Managing Director Escherman MCIPR @andismit #ciprsm #pranalytics Search for: Andrew Bruce Smith
- 4. …and PR planning “Data beats opinion” PR too often driven by untested assumptions and wonky metrics Google Trends and Insights Google Keyword Tool Google Consumer Barometer Google Analytics
- 5. Search = proxy for brand awareness
- 8. Google Analytics is a free data....
- 10. Why GA? Ubiquity 86pc of UK businesses have installed GA (E-Consultancy survey 2011) It’s free! A way to prove the direct and indirect value of PR and social media Key WIN areas: goals and attribution analysis
- 11. The PR marriage problem. Or how attribution analysis can show the value of social media. Or PR.
- 14. Google Analytics provides a way of seeing the direct and indirect contribution made by any channel against a specific goal
- 16. Some more things to consider What is the purpose of your website? No goals, no insight
- 18. Isolate sources: down to level of individual coverage!
- 19. Better still: relate it to specific goals
- 23. There’s more to come… Universal Analytics: combining web analytics data with pretty much anything
- 24. Old vs new Old: our PR and social media activity created x number of OTS (opportunities to see) New: our PR activity directly and indirectly contributed £x value in relation to defined business and organisational goals