Google Analytics & Public Relations

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Google Analytics & Public Relations

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

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