What is Data-Driven PR, Part 6: Analysis

Shift Communications

We’ve used the expression data-driven PR for quite some time now, but haven’t clearly defined it. What does data-driven PR mean? How do you know whether your public relations efforts are data-driven or not? To be data-driven is to make decisions with data first and foremost. In this series, we’ll examine how to become a more data-driven PR professional. Identifiable variables and data sources.

What is Data-Driven PR, Part 3: Defining Data

Shift Communications

We’ve used the expression data-driven PR for quite some time now, but haven’t clearly defined it. What does data-driven PR mean? How do you know whether your public relations efforts are data-driven or not? To be data-driven is to make decisions with data first and foremost. In this series, we’ll examine how to become a more data-driven PR professional. Defining Data. Data Sources.

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What is Data-Driven PR, Part 5: Testing

Shift Communications

We’ve used the expression data-driven PR for quite some time now, but haven’t clearly defined it. What does data-driven PR mean? How do you know whether your public relations efforts are data-driven or not? To be data-driven is to make decisions with data first and foremost. In this series, we’ll examine how to become a more data-driven PR professional. Vice President, Marketing Technology.

Embracing the Data-Driven PR Future (And Math)

Shift Communications

As communications becomes more digital, more quantified, and more data-driven, the pressure is on for pros to be as comfortable with data collection, metrics and measurement as they are at writing and creativity. To explore why this is important, let’s look at an example of how data helps PR get press for clients. Her team receives the data and then releases a study or white paper detailing any notable trends in her client’s industry.

Data-Driven PR Milestone: SHIFT Becomes Google Analytics Certified Partner

Shift Communications

One of the greatest challenges to public relations as an industry since the advent of digital marketing and communications is how to measure the effectiveness of PR. These qualitative benefits of PR are as old as the marketing funnel itself. How do you measure in reasonably objective numbers the impact of the PR you’ve received? This is a core challenge of data-driven PR. Share Data For A Better PR Program.

PRTech Is Evolving. Is Your PR Strategy?

PR Expanded

In a recent post , I suggested leveraging Nielsen’s research in order to create data-driven marketing and communications plans. That’s the front-end work every successful campaign entails, but the data cycle doesn’t end there. Equally as important is analyzing campaign data after it has run its course so that those findings can inform future work i.e., once you’ve garnered media hits, it’s then time to uncover the effectiveness (or lack thereof) of the work.

How to Measure the Success of Video Communications

Shift Communications

However, one area where video-minded PR professionals fall short is how to measure the success of video communications. The old way of measuring video success was simple, if ineffective: how many views did our video receive? Video views are no different; certainly, zero views of our video is something we should correct , but our measurement must not stop there. The Video Communications Measurement Funnel. Video Impact Can Be Measured!

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How to measure the quality of your audience

Shift Communications

You don’t need to be as popular as Taylor Swift in order for PR to deliver real results to the bottom line as long as you have the right audience. Certainly, you can look downfunnel and see how many closed deals you’re getting in your sales CRM, but if your website is broken or your retail staff are surly, you may not see the results you want no matter how good your PR is. Do this exercise with your own data! Vice President, Marketing Technology.

Getting Your PR Measurement Program in Shape for 2016

Shift Communications

Both in-house and agency marketing teams will be defending the year’s work, planning for 2016 and securing (or hopefully expanding!) Unfortunately there is no silver bullet measurement tool. 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. How do you make the most of that data? Check out our PR measurement tool.

Building the Plane Mid-Flight: SHIFT’s New Website

Shift Communications

It’s a brochure, a cultural touchpoint and an ideal place for not only aggregating content in one spot but also for measuring how effective your efforts have been in wooing prospects to check out your offerings. The important thing for us, beyond the upgraded look and feel, was to hammer on the data-driven PR aspect. We’re also well on our way to embedding at least one data jockey on every Agency team. Creative Data-Driven PR creative data-driven PR SHIFT

PR & Marketing Should Work Together on Metrics – Media Intelligence Minute

Media Bullseye

In a recent post published on The Measurement Standard , Chip Griffin, CARMA’s CEO of North America, challenged the notion that marketing has perfected their measurement efforts. According to Chip, PR professionals are often told to follow marketing’s lead on measurement, but marketers still often use inaccurate vanity metrics to gauge the effectiveness of their work. Data-Driven PR Marketing Measurement Public Relations Feature

24 Posts to help integrate Google Analytics into your measure PR strategies

Media Bullseye

Recently, Media Bullseye posted an article about using Google Analytics to enhance and assist measurement of PR efforts. Based on the engagement with that article, there is significant interest from the PR community regarding the use of Google Analytics in PR. 6 KPIs to Steer Your Google Analytics Program by Sophie Maerowitz for PR News. 6 ways to prove PR value with Google Analytics by Stephanie Vermillion for PR Daily.

Top Public Relations Trends in 2018: Introduction

Shift Communications

In this series, we’ll examine some of the major trends we see ahead and how PR practitioners of all stripes should prepare. Disruption happens to industries measured in weeks and months rather than years or epochs. The 2018 PR Mega-Trends. Hyper-Segmentation of News Means Hyper-Segmentation of PR. PR must adapt to realize that no one audience exists any longer; brands and clients instead address dozens or hundreds of micro-audiences in their communications.

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Connecting PR To Business Results

Shift Communications

This question – and its many variations – is a disguise for a much simpler question: How does PR help me make money / not get fired? PR Isn’t Sales. If conversion is the problem, fix that with better sales training or better marketing. The Impact of PR. The reason we struggle to answer this question, as an industry, is because we are unwilling to invest in the tools, techniques, and strategies that lead to sound, effective measurement.

Review: Measure What Matters Most – A Think With Google Guide for Marketers

Shift Communications

Google’s new guide, “ Measure What Matters Most “, drives home the point of improving outcomes by focusing on the customer journey. It will challenge you to consider all the possibilities of your choices — from what to measure to promotions to measuring the customer journey to proving that your efforts indeed work. Better Measurement. The trouble with having lots of data is determining which to use and how to determine the metrics of success.

Using Google Analytics to Inform your B2B Tech PR Program

Shift Communications

You may have noticed already that we talk a lot about data-driven PR at SHIFT. It’s not just a topic on our blog, it’s a concept we are encouraged to prioritize in every facet of our PR strategies. We’ve discussed on this blog before how to use a data-driven approach to drafting a pitch , but when that pitch turns into a great piece of coverage for your client, there are data-driven strategies you can take to measure the success of the hit.

Reenergizing the PR Planning Process

Shift Communications

Every quarter to six months, we work with clients to create a new PR plan for the following quarter or remainder of the year. What tends to happen if you aren’t vigilant is that the strategy and tactics blend together and each PR plan starts to look very similar to the others.

How to Use Analytics to Build Your 2015 Marketing Plan

Shift Communications

As marketers, PR professionals, and advertisers begin to wind down the year (save for those in retail who are firing on all cylinders right now), one of the top things you’ll focus on in 2014 is reviewing the numbers. However, all of this data processing may not necessarily lead to any insights or any strategic changes; in many cases, we’ll be publishing massive quantities of shelfware that will go unseen. Vice President, Marketing Technology.

Are PR and Marketing Entering the Moneyball II Era?

Shift Communications

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. And like sports, marketing is now going through a tremendous shift that feels momentous, the way Moneyball and its ilk were to sports. Let’s parallel that to PR and marketing. The post Are PR and Marketing Entering the Moneyball II Era?

PR and the Marketing Technology Skills Gap

Shift Communications

Keeping pace with the rate of change in marketing technology has become a full time job. Media Lab and Deloitte launched the joint project Data USA. We started to notice the move towards more widespread marketing technology adoption in our client base in the last 18 months. In order to arm our staff with the necessary skills we designed our Marketing Technology Immersion program. Want help integrating marketing technology into your strategy?

How to Build a Data-Driven Public Speaking Program

Shift Communications

Rather than just wing it or have a purely canned talk that may not be relevant to the audience and the event, we can look to data. Let’s dig into what a data-driven public speaking strategy would look like as part of your overall data-driven PR program. Build influence in advance of and at an event by identifying who you should be talking with and what you should be talking about through the use of data. Measurement.

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The Most Important Metric in PR Today

Shift Communications

I was asked recently what the most important metric, the most important thing to measure in PR is. So, what measurable trait helps us determine the effectiveness of PR? The Most Important Metric in PR Today is Branded Non-Negative Search. If you had to measure only one thing (you don’t), measuring branded non-negative search would be it. A final caveat is that branded non-negative search is the best metric for PR to measure today.

B2B Marketers: Even more data is coming, are you ready?

Shift Communications

The world seems awash in data with trends like IoT, wearables and big data dominating the headlines. For a B2B marketer, these headlines can feel very consumer oriented and likely not relevant. They are most concerned with data that falls into their marketing domain (email, web traffic, social, earned media measurement) and feeding sales as much as possible. Data is Just for Consumers and Science Projects, right? So, you think you’re data-driven….

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Does social media sharing matter?

Shift Communications

Instinct would say yes, but we cannot run a marketing department on instinct alone. Let’s first get our data. I’ll use data from my personal website so as to avoid revealing anything under NDA. The slope of the line is measured with a term named R-squared. The data cannot answer this question for us. Do the same level of data-driven analysis on your own content. Vice President, Marketing Technology.

Public Relations Metrics Are Like Apples for Pie

Shift Communications

As part of the AMEC Measurement Week, I’ve been asked to prepare some quick thoughts on how to explain PR metrics to stakeholders and executives. Who should be measured by sales of pies? So Grandpa’s work isn’t without value or quantifiable measurement. It’s just that we have to measure Grandpa on the quality of his work and its output, and no further. Marketing’s primary output is lead generation. Leads are marketing pie.

Breaching 140: Who’s Using Twitter’s 280 Characters?

Shift Communications

Some observations we noted: Marketing and PR aren’t making significant use of the new character limits. Let’s look at the Spearman correlation between character length and engagement measures such as likes and retweets in the period of September 1-25, when no 280-character tweets were available: Above, we see no correlation between tweet length and likes/retweets. Vice President, Marketing Technology. Marketing and advertising.

Why automated sentiment analysis is broken and how to fix it

Shift Communications

One of the most difficult challenges reporting and analytics face in public relations measurement is sentiment analysis. If you have hours or even days before reporting is due, then perform a human-driven sampled sentiment analysis. Using the data analysis tool of your choice, understand the size of the data you’re dealing with, then calculate how many samples you’ll need to examine. Vice President, Marketing Technology.

Recipes: The Missing Ingredient in Many Food PR Content Marketing Mixes

Shift Communications

While product trials and demos can whet an editor’s appetite for a story, recipes are rich content that can both maximize PR campaigns and drive measurable business results in multiple ways. Content to savor : For online weight loss brand Slimming World , the SHIFT Communications consumer PR team used Google Trends to identify a recipe for a delicious, protein-packed breakfast. Content Marketing Data-Driven PR Public Relations Thought Leadership

SHIFT Archives: The Best of Q4 Content 2018

Shift Communications

Our top posts, the best of Q4 content of 2018, focused on earned media, Google Analytics metrics, and measuring PR success. 3 CATEGORIES OF PR AND EARNED MEDIA. While the ultimate goal of marketing is to transform members of said audience into a more deeply interested group – one willing to engage and potentially do business with us. In this post, discover how to optimize your media efforts for all three levels of the marketing funnel.

Advanced analytics: position, velocity, and acceleration

Shift Communications

At this year’s Social Media Success Summit, I had the opportunity to teach an advanced marketing and communications analytics session. One of the ideas I shared was looking beyond just the data that comes out of the box from tools like Google Analytics, Facebook insights, etc. and using some relatively simple mathematical principles to turn data into insights. A metric of any kind is a snapshot in time of where a piece of data is.

State of Social Media Q3 2015: Facebook has 1.5 billion people

Shift Communications

In fact, of those who use a mobile device to access Facebook, nearly half use ONLY a mobile device to access Facebook, as shown by the red bars below: For half of Facebook’s users, your mobile marketing strategy is synonymous with your Facebook strategy. COO Sheryl Sandberg emphasized the importance of video ads on Facebook, from measuring them with brand lift and conversion lift technologies to integrating video ads with television and other media platforms.

Spotify campaign displays fusion of creative content and data

Media Bullseye

PR Measurement pros and data analysts are invested in utilizing numerical information in their work, but for those without an analytical background, hard data can be difficult to work with. With its most recent ad campaign, however, Spotify is proving that data has more versatile uses. On billboards worldwide, Spotify is merging creative content with numerical data to generate successful designs. The melding of data and creative content .

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Transparency and accountability in digital advertising: can P&G make it happen?

Media Bullseye

Any marketer, communicator, advertiser, or PR person who has dealt with measuring and reporting on social platform metrics likely understands one of P&G’s major frustrations: the varying standards for each channel. MRC has issued guidelines for measurement of both desktop and mobile viewable advertising, with the mobile version released in June of last year. Getting measurement standardized for digital advertising is a must for P&G.

Owned Content: Calculating Success

Shift Communications

Marketers, PR Pros, and Advertisers are in a daily battle to remove opinion from decision making and tactical execution. Rather, content decisions should rely on one influence above others, data. How can all of this be measured and analyzed? SCALE is a cloud based software designed to close the data gap when analyzing how well content performs. It incorporates organic data from MOZ Open Site Explorer API, SEMRush, and APIs of the top social media platforms.

Crisis Issue? Own It: Shark Week Case Study, Part 4

Shift Communications

While press release distribution can be costly, the practice can be valuable which is why companies across the globe use them in their PR strategy. Building relationships with writers is the key to any successful PR program and an announcement is the time to continue fostering those relationships. Email Marketing. To turn this whole PR crisis issue around for G.W., We can use a data-driven strategy to identify our most highly-connected, and thus influential targets.

Much to Loathe About Programmatic Thinking

Shift Communications

In my last post , I covered what for me was a particularly egregious misuse of marketing technology, when a bot promoted a white paper with “Fear and Loathing” in the title on the 10 th anniversary of the suicide of Hunter S. It’s not just the automation of marketing without any use of human insight, but it’s the automation of the act of creation itself—the programmatic approach to everything from white paper titles to full-fledged integrated campaigns that irks me.

Behavioral science – why a base understanding of it can be useful in PR

Media Bullseye

This is the definition of PR on the PRSA’s website, and essentially, it is about communication—how to communicate with audiences. Whether it is to convince a customer to try a new product or a campaign to get people to take the stairs rather than the elevator at work, a good chunk of PR work is about changing behaviors. So why don’t more PR practitioners study more of the work of behavioral scientists? How PR fits in. Much of PR is the art and science of persuasion.

From PR to Marketing: Why You Should Expand Your Skill Set

Shift Communications

It’s hard to miss all the articles and blog posts about how the PR industry is changing, how it’s integrating with new skill sets. Today, I wanted to dive a little more into my personal experience on the subject – including why PR pros should honestly start thinking about expanding their skill sets (and where to start). years working on the technology PR team. I was already starting to see the need to integrate our traditional PR practices with marketing tech.

SHIFT Archives: The Best of Q4 2015

Shift Communications

Our top posts from the fourth quarter of 2015 focused on best and worst times for press releases, connecting PR and sales, and measuring PR for 2016 planning. Ah, the question on every PR pro’s mind. How to Help Sales and PR Speak the Same Language. At the end of the day, sales and PR both want the same thing: the success of the business. That’s why we collected the key understandings needed to explain the profitability of PR to a sales team.

SHIFT Archives: The Best of Q3 2015

Shift Communications

Our top posts from the third quarter of 2015 focused on PR strategy, Facebook, and Twitter. Let’s jump in: How to Choose a PR Strategy: Part 1 of 6. The hot topic in PR is always strategy. SHIFT honed in on creating a way to choose a PR strategy based on visible, measurable criteria and a meta-strategic framework. These dimensions create four PR environments – traditional, chaotic, innovative, and collaborative. Marketing Coordinator.