Google Analytics & Public RelationsPresentation Transcript
Proving the value of PR with web analytics
Andrew Bruce Smith Managing Director Escherman MCIPR@andismit #ciprsm #pranalyticsSearch for: Andrew Bruce Smith
…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
Google Analytics is a free data....
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
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