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Cision Webinar: 10 Measurement Practices PR Pros Can Borrow From Marketers

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Marketers have figured out how to track ROI—the click-throughs, hot leads and revenue—and so marketing departments often get big budgets. PR, on the other hand, sometimes seems like more of a cost …

Marketers have figured out how to track ROI—the click-throughs, hot leads and revenue—and so marketing departments often get big budgets. PR, on the other hand, sometimes seems like more of a cost center than a profit center—they have a harder time proving ROI and their budgets tend to be the first to be cut.

So why not borrow some of the techniques marketers are using for your PR strategy? Join Heidi Sullivan (Cision’s SVP of digital content) and Patrick Niersbach (Cision’s digital marketing and analytics manager) for a 45 minute webinar on measurement tips you can start using right away to show the value of your campaigns.

This webinar will cover how to:

- Establish pre-campaign goals
- Maintain consistency in attribution, reporting and benchmarking
- Target your audience and test your messaging
- Look at metrics such as cost per lead and cost per engagement—and be wary of vanity metrics
- Use the value of authority and the value of visuals

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  • 1. 10 Measurement Practices PR Pros Can Borrow From Marketers Heidi Sullivan & Patrick Niersbach
  • 2. Heidi Sullivan, Senior VP, Digital Content @cision | @hksully | #cision
  • 3. Patrick Niersbach, Digital Marketing and Analytics Manager @cision | #cision
  • 4. During today’s web seminar, attendees will be in listen-only mode. If you are experiencing audio issues, please contact: GoToWebinar: 1-800-263-6317 Any Q&A not addressed during will be addressed at the end of today’s session Everyone will receive an email within 24 hours with a link to view a recorded version of today’s session
  • 5. PR Needs a Makeover.
  • 6. Measurement has changed.
  • 7. Marketing PR
  • 8. 1. Goal Setting • First things first – What are you trying to accomplish with this campaign? • Establishing this before you launch will allow you to make on the fly optimizations as needed.
  • 9. 2. Reporting & Benchmarking • Make sure your campaign is set up to be tracked properly. • Standardize reports and reporting methodologies. • Set benchmarks and compare campaign results against those to determine success.
  • 10. 2.1 Attribution Model • An attribution model is the set of rules, that determines how credit for conversions are assigned to touch points in conversion paths. • Standard Google Analytics model is Last Non-Direct Click Understand which method you are using and the implications.
  • 11. 3. Targeting and Testing • Leverage all the data available about your audience to create messages that are focused and targeted. Always Be Testing! • Headlines, Calls-to-Action, Body text, you name it. • Focus your testing efforts on the campaign goals. • Data is the great equalizer.
  • 12. 4. Let Google Work For You • Authority & Authorship for Owned & Earned https://plus.google.com/authorship
  • 13. 5. Advertising (No Longer a Dirty Word) • Advertising has changed dramatically. • Your are now able to granularly target your audience. • Demographic Targeting  Who/where they are. • Behavioral Targeting  What they have done both online and offline.
  • 14. 5.1 Advertising Tactics • Nurturing – Build trust and stay top of mind. • Social Advertising – real time interactions with your target audience, and their network. • Remarketing – targeting based on previous behavior. • Native Advertising – advertising that is seamless with a user's experience.
  • 15. 6. Vanity Metrics • Do not focus on traditional/vanity metrics, they can be misleading. – A high bounce rate: • Negative: They were not interested in your copy. • Positive: They came to right page and got exactly what they wanted. – High average time on site: • Positive: They were very engaged with your site. • Negative: They could not find what they were looking for on your site. • Other metrics to watch for: – Open rate, impression volume, impression share, total sends, and Facebook likes.
  • 16. 7. What Should I Look For Then? • Your pre-established campaign goals should help determine what metrics to look at. Cost Metrics: • Cost per thousand impressions (CPM) • Cost per click (CPC) • Cost per new visitor • Cost per action (CPA) • Return on Investment (ROI) Engagement/Consumption Metrics: • Click through rate (CTR) • Click to open rate (CTO) • Percentage of new visitors • Click streams/funnel views • Pages/visit • Visits/visitor • Conversion rate and volume
  • 17. 8. Quality vs Quantity… of Leads • Creating a lead scoring model will help solve this problem and prioritize leads.
  • 18. 8.1 What To Score On Behavior • Frequency of visits • Visits to high value pages • Social activity • Actions taken Demo/Firmagraphic • Location • Company revenue • Number of Employees • Size of department/team
  • 19. 9. Value Of Visuals
  • 20. Two-thirds of the world’s mobile data traffic will be video by 2018 (source: Cisco)
  • 21. Over 4 billion hours of video are watched each month on YouTube
  • 22. 90% of information transmitted to the brain is visual, and visuals are processed 60,000 times faster in the brain than text (source: 3M Corporation and Zabisco)
  • 23. 10. Data is King • Do: Use data to tell your story. • Do not: Overwhelm with quantity of data. • Must be easily consumed. – Data visualization, dashboards and score cards – Only show what is important. – Provide comparisons - think month over month or year over year. My name is Data!
  • 24. Thank You! @cision | #cision Marketing.team@cision.com cision.com/us