Seth Duncan/Context Analytics 2009 Institute for Public Relations Research Measurement Summit
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Seth Duncan/Context Analytics 2009 Institute for Public Relations Research Measurement Summit Seth Duncan/Context Analytics 2009 Institute for Public Relations Research Measurement Summit Presentation Transcript

  • Measuring the Impact of Earned Online Media on Business Outcomes: A Methodological Approach Presentation to the IPR Measurement Summit October, 2009 Seth Duncan, Research Manager [email_address]
  • Itinerary
    • Brief overview of how web analytics work and how they can benefit PR professionals
    • Practical steps for how communications teams can use “out-of-the-box” web analytics
    • How more advanced statistics can be used to integrate web analytics and other forms of media measurement to help communications team target the correct online audiences and optimize messaging strategies
    • Shortcoming of web analytics and emerging uses
  • Standard Media Metrics Sentiment Message Penetration Volume or prominence Share of voice/ Thought leadership
  • Media and Business Outcomes
  • Web Analytics: A Brief Primer 1. Visitor types URL into browser (or clicks on link) 2. Request sent to website server 3. Server sends page with JavaScript code 4. JavaScript code executed: collects data and sends to collection server (e.g., Google Analytics, Omniture, etc.)
  • Web Analytics: A Brief Primer
    • Number of Unique Visitors
    • Avg. Time Per Visit
    • Bounce Rate
    • Number of Page Views
    • Conversions
    Direct Traffic Search Results Email Campaigns Earned Media Paid Search Content Network Ads Social Media Advertisements Website Landing Page Landing Page Landing Page Sale Download Registration
  • Web Analytics: A Brief Primer
    • Number of Unique Visitors
    • Avg. Time Per Visit
    • Bounce Rate
    • Number of Page Views
    • Conversions
    • Unpaid Traffic from:
    • Mainstream Media (e.g., NYTimes.com)
    • Online Media (e.g., CNET)
    • Blogs
    • Forums
    • Twitter
    • Social Networking Sites
    • Other Corporate Websites
    Earned Media
  • Why Are Web Analytics So Important to PR? Uses same metrics to measure earned and paid media Can help optimize overall communications strategy by matching the right messages with the right audiences
    • Use fact rather than intuition when addressing questions such as:
    • Is our corporate Twitter account driving traffic to the right web pages?
    • Is Key Message A more effective at driving sales than Key Message B?
    • Should we invest more resources in social or traditional media?
    • What audiences should corporate communications be targeting?
    Sites that refer a lot of traffic Effective messages Demand generation and sales
  • Why PR Is Not Using Web Analytics
  • Why PR Is Not Using Web Analytics Web Analytics Dashboard Raw Referral Data from Web Analytics Solution Social Media Report Traditional Media Report
  • Why PR Is Not Using Web Analytics Web Analytics Dashboard Raw Referral Data from Web Analytics Solution Social Media Report Traditional Media Report
  • Why PR Is Not Using Web Analytics
  • Practical Steps For PR Professionals
  • Using Web Analytics for PR Basic Analytics Pulled directly from solution Address basic questions Who visits your website? Which sites drive most traffic? Which sites drive most sales? Should we invest more resources in social or traditional media?
  • Basic Analytics What sites drove the most traffic and engagement? Raw Earned Media Report From Web Analytics Clean
  • Basic Analytics What types of sites drove the most traffic and referrals? Raw Earned Media Report From Web Analytics Media Type Site Content/Vertical Outreach Categorize
    • Traditional
    • Blog
    • Forum
    • Video
    • etc…
    • General News
    • Lifestyle
    • Gaming
    • etc…
    Sites with relationships/ contact
  • Basic Analytics Just by spending a little time to categorize/segment sites (hypothetical data)… Outreach Media Type Site Content Conversion Rate for Ad Words
  • Practical Tips for Basic Analytics 1. Web metrics depend on PR goals
    • Generating Demand/Leads
    • Unique Visitors
    • Registrations
    • Downloads
    • Avg. Time on Site
    • Goal Page Visits
    • Top Exit Pages
    • Sales
    • Revenue
    • Orders
    • Conversion Rate
  • Practical Tips for Basic Analytics 2. Take the time to download and clean the data Results from search and email campaigns could make earned media appear less effective
  • Practical Tips for Basic Analytics 3. Look at both totals and averages Averages reveal “hidden gems” (hypothetical data): Total Sales Average Sales
  • Advanced Methods What types of stories and posts drive action? Assign different sites and stories attributes that will later be ranked to better understand what’s most effective
  • Tying It All Together Web Analytics Dashboard Raw Referral Data from Web Analytics Solution Social Media Report Traditional Media Report
  • Where to Get Data About the Site Knowing who is visiting your site and where they are coming from What sort of data is useful? Where do you get it? Media Type Site Content Site Category
    • Human categorization
    • Social media monitoring tool (Radian6, Techrigy, Buzzmetrics, etc.)
    • Business intelligence tools
    Traffic At Referring Site
    • Panel-based data (e.g., comScore, Compete, etc.)
    Referring Site Demographics
    • Search engine/panel data (Google Ad Planner, Microsoft Adcenter, Quantcast, etc.)
  • How to Measure Story/Post Content These are the components of media coverage that drive perceptions and action Similar to what is usually found in traditional and social media monitoring reports:
    • Sentiment
    • Spokespeople/Quoteds
    • Key Messages
    • Competitor Mentions
    • Industry Issues
    • Story/Post size
    • Brand Prominence
    • Product Mentions
  • Data Integration and Analysis Audience Data Unpaid Referral Data From Web Analytics Site-Level Attributes : Site type, site content, audience, traffic, number of posts, etc. Online Media Content Post-Level Attributes : Sentiment, product mentions, messages, story length, etc. Integrated Data Integrated, Causal Model
  • Ranking Attributes by Importance Apply multiple regression, hierarchical linear modeling, or any statistical analysis that can provide an estimate of “effect size” Audience/ Site Attributes Content/ Message Attributes Regression It’s like multivariate testing, only for earned media instead of advertisements Sentiment Industry Issues Key Messages Product Mentions Competitor Mentions Story/Post Size Web Analytics Metric
  • Ranking by Coverage Attributes by Importance What Drives Visitors? What Drives Sales?
    • Statistical Output Helps:
    • Understand what types of articles/posts are effective
    • What messages are most effective?
    • What types of media outlets are effective?
    • Ultimately, helps to prioritize PR efforts
  • Tying It All Together Creating a Causal Model Using Path Analysis or Structural Equation Modeling
  • Playbook Drives Engagement Drives Visitors Opportunities Very Effective Ineffective Missed Opportunities
  • Playbook Drives Engagement Drives Visitors
    • Opportunities
    • Site/Audience Types
    • Story/Post Content
    • Very Effective
    • Site/Audience Types
    • Story/Post Content
    • Ineffective
    • Site/Audience Types
    • Story/Post Content
    • Missed Opportunities
    • Site/Audience Types
    • Story/Post Content
  • Playbook Key Message: “ Product makes you smarter” Sites With High Income Audiences Match messages that drive engagement with audiences that are likely to visit the site
  • Playbook “ Product makes you smarter” Sites With High Income Audiences In Match messages that drive engagement with audiences that are likely to visit the site
  • Final Thoughts
  • Caveats
    • Reliance on cookies
    • Reliance on clickthroughs
    • Mobile devices and javascript
    • You can’t directly track offline activity
    • Messy Data
    • Integration requires additional software or technical skill
    • Time consuming manual analysis/Communications team bandwidth
    Technical Limitations Practical Limitations
  • Future Directions Click-throughs View-throughs
  • Future Directions Integrating Advertising and Earned Media
    • Are ads more effective when they appear alongside unpaid media?
    • Is unpaid media more effective when paired with ads?
  • Takeaway Messages
    • Web analytics allow communications teams to use the same types of measurement as other forms of marketing
    • Web analytics can show what sites and stories/posts are driving the most traffic and engagement on a corporate website “out of the box”
    • When integrated with other types of media measurement, web analytics can help communications teams match the right types of messages with the right audiences to increase engagement and revenue - this allows communications teams to use sophisticated segmentation and targeting methods used in paid media marketing
    • Web analytics are not perfect: Imperfections with data collection, reliance on click-throughs, and difficulty integrating different data sources are barriers to widespread PR adoption of web analytics
  • About Context Analytics
    • Context Analytics helps marketing and communication teams gain a competitive edge by identifying and assessing perceptions, positioning strategies, and emerging relevant issues in mainstream and social media
    • Our research adds strategic insight to campaign planning and is critical to assessing and demonstrating the value of marketing programs to executives.
    • Context Analytics is a subsidiary of Text 100.
    • Service offerings
    • Global Media Research & Measurement
    • Social Media Analytics & Influence Mapping
    • Consulting & Research Program Management
    • Primary Research
    • Competitive Research
    • Business Impact Analysis
    • Groups served within our clients’ organizations:
    • Corporate Communications/PR
    • Product PR
    • Pricing Strategy
    • Marketing
    • Branding
    • Advertising
    • Sponsorship Marketing
    • Investor Relations
    • Customer Service
    • Legal/HR
    Representative Clients: