Google Analytics & Public Relations
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Google Analytics & Public Relations

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    Google Analytics & Public Relations Google Analytics & Public Relations Presentation Transcript

    • Proving the value of PR with web analytics
    • Andrew Bruce Smith Managing Director Escherman MCIPR@andismit #ciprsm #pranalyticsSearch for: Andrew Bruce Smith
    • http://amzn.to/Po0EWa
    • …and PR planning“Data beats opinion”PR too often driven by untested assumptions andwonky metrics Google Trends and Insights Google Keyword Tool Google Consumer Barometer Google Analytics
    • Search = proxy for brand awareness
    • consumerbarometer.com
    • Google Analytics is a free data....
    • Google Analytics
    • Why GA?Ubiquity86pc of UK businesses have installed GA (E-Consultancy survey 2011)It’s free!A way to prove the direct and indirect value of PRand social mediaKey WIN areas: goals and attribution analysis
    • The PR marriageproblem.Or how attributionanalysis can showthe value of socialmedia. Or PR.
    • Google Analytics provides a way ofseeing the direct and indirectcontribution made by any channelagainst a specific goal
    • Some more things to consider What is the purpose of your website? No goals, no insight
    • Visitor flow analysis
    • Isolate sources: down to levelof individual coverage!
    • Better still: relate it tospecific goals
    • http://bit.ly/XP46Je
    • Real time analysis
    • There’s more to come…Universal Analytics: combining web analyticsdata with pretty much anything
    • Old vs newOld: our PR and social media activity created xnumber of OTS (opportunities to see)New: our PR activity directly and indirectlycontributed £x value in relation to definedbusiness and organisational goals