Shift Communications

DECEMBER 28, 2015

We’ve talked a lot in the past year about Facebook, from the evolution of its advertising offering to the almost complete destruction of organic reach for brand pages. If Facebook is where your target audience spends time online, allocate a portion of your marketing spend to Facebook advertising. Senior Marketing Analyst.

Data-Driven PR 60

Data-Driven PR Facebook Analytics Google 60

Shift Communications

MARCH 3, 2015

For the general sports fan, statistics and data have been making their way into the mainstream for some time, similar to how online has brought measurement to marketing in a new way over the past 5+ years. Although I don’t know if we’ll see the Google Analytics movie anytime soon…). Let’s parallel that to PR and marketing.

Data-Driven PR 60

Data-Driven PR Sports Marketing Analytics 60

Shift Communications

MAY 14, 2015

At SHIFT we’re big proponents of data-driven PR. We’re constantly pushing clients and prospects to embrace elements such as Google Analytics, Twitter advertising, measurement beyond pure clicks and the like. I n other words, when it comes to marketing, what are more “traditional” B2B companies doing these days?

B2B 60

B2B Marketing Construction Analytics 60

Shift Communications

APRIL 2, 2015

The Agency had just sprouted a marketing technology team arm, and I had been itching to learn more in that area for some time. I was already starting to see the need to integrate our traditional PR practices with marketing tech. I’ve been on the PR side, and I’ve ventured over to the digital side. So where do you start?

Marketing 60

Marketing Data-Driven PR Analytics Training 60

Shift Communications

SEPTEMBER 20, 2017

Impressions are a diagnostic metric; if your earned media placement or advertisement isn’t seen by anyone, then we know its impact to your business is also zero. For example, I drive past billboards and advertisements every morning on my commute to work. Vice President, Marketing Technology. Why do we measure impressions?

Analytics 132

Analytics Measurement Software Survey 132

Shift Communications

MAY 3, 2016

Keeping pace with the rate of change in marketing technology has become a full time job. That doesn’t even factor in new tool debuts, anything out of Google, Medium’s recent business model change, etc…. We started to notice the move towards more widespread marketing technology adoption in our client base in the last 18 months.

Technology 60

Technology Marketing eBook Training 60

Shift Communications

OCTOBER 15, 2015

Both in-house and agency marketing teams will be defending the year’s work, planning for 2016 and securing (or hopefully expanding!) That does not mean we are left without resources to help define PR success and set the agenda for an even more data-driven PR program in the New Year. Tracking Key Indicators.

Measurement 60

Measurement Data-Driven PR Analytics Data 60

Shift Communications

SEPTEMBER 29, 2015

Friend of SHIFT and professional marketing BS detector Scott Stratten asked recently: Doing some talk research, and I just saw a post that said “SMS (text messages) have an open rate of 95%. I don’t know where the original citation came from, but as data-driven PR professionals, we’d like the data too.

Data-Driven PR 60

Data-Driven PR Survey Advertising Advertising 60

Shift Communications

APRIL 14, 2015

As I was getting ready to take the Google Analytics Certification test, I did quite a bit of reading (and note taking) in the digital fundamentals course to prepare myself. The solution is simple: opinion out, data in. To quote Sherlock Holmes from A Scandal in Bohemia, “It is a capital mistake to theorize before one has data.

Data 60

Data Data-Driven PR Technology Analytics 60

Shift Communications

OCTOBER 19, 2015

Impressions are a diagnostic metric; if your earned media placement or advertisement is seen by zero people, then for certain we can determine that its impact to your business is also zero. For example, I drive past billboards and advertisements every morning on the commute to work. Vice President, Marketing Technology.

Analytics 60

Analytics Measurement Software Advertising 60

Shift Communications

JANUARY 2, 2017

Just in news publications alone, we saw an astonishing 72 million news stories written in 2016 according to Google News, an all-time high. We cannot afford to advertise to everyone on the one network that reaches everyone – Facebook – and the reach of individual publications continues to decline. Content Shockwave.

Trends 83

Trends Publicity Analytics Software 83

Shift Communications

MARCH 12, 2018

Second, we measure in our website traffic, using Google Search Console, for branded non-negative terms: We keep daily, weekly, monthly, and quarterly logs of branded non-negative search volume. Advertising creates mindshare. Vice President, Marketing Technology. What should we look for? Word of mouth creates mindshare.

Measurement 107

Measurement SEO Policies Reputation 107

Shift Communications

FEBRUARY 16, 2016

In the PR and marketing space, we hear a lot of talk about how mobile devices change the “brandscape” as we know it. Localized Marketing. Ever wonder how Google Maps can tell you when there’s traffic on the road? Marketers and advertisers pay attention to this. Marketing Coordinator. Savannah Whitman.

Mobile 60

Mobile Examples Brand Branding 60