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Google Analytics & Public Relations
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Google Analytics & Public Relations

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Transcript

  • 1. Proving the value of PR with web analytics
  • 2. Andrew Bruce Smith Managing Director Escherman MCIPR@andismit #ciprsm #pranalyticsSearch for: Andrew Bruce Smith
  • 3. http://amzn.to/Po0EWa
  • 4. …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
  • 5. Search = proxy for brand awareness
  • 6. consumerbarometer.com
  • 7. Google Analytics is a free data....
  • 8. Google Analytics
  • 9. 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
  • 10. The PR marriageproblem.Or how attributionanalysis can showthe value of socialmedia. Or PR.
  • 11. Google Analytics provides a way ofseeing the direct and indirectcontribution made by any channelagainst a specific goal
  • 12. Some more things to consider What is the purpose of your website? No goals, no insight
  • 13. Visitor flow analysis
  • 14. Isolate sources: down to levelof individual coverage!
  • 15. Better still: relate it tospecific goals
  • 16. http://bit.ly/XP46Je
  • 17. Real time analysis
  • 18. There’s more to come…Universal Analytics: combining web analyticsdata with pretty much anything
  • 19. 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