As the PR industry works towards building more robust measurement plans and reporting, Rebecca Brown and Tom Bennet took to the stage at PR Week's Breakfast Briefing to discuss two core principles intrinsic to building a culture of measurement; improving collaboration and changing perceptions.

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Building a Culture of
Measurement
Tom Bennet and Rebecca Brown

2. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Rebecca Brown | Content Director | rebeccab@builtvisible.com | @RebeccaGraceB
The standard of measurement is changing around us
So far, PR is struggling to keep up

3. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Rebecca Brown | Content Director | rebeccab@builtvisible.com | @RebeccaGraceB
The standard of measurement is changing around us
So far, PR is struggling to keep up

4. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Rebecca Brown | Content Director | rebeccab@builtvisible.com | @RebeccaGraceB
There are fundamental issues with our channel,
and how it’s measured

5. Collaboration
If we’re going to improve
measurement, we will need
other channels onside

6. Perception
CMOs see our channel
as ‘fluffy’ in terms of
measurement
Collaboration
If we’re going to improve
measurement, we will need
other channels onside

7. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Rebecca Brown | Content Director | rebeccab@builtvisible.com | @RebeccaGraceB
1. Collaboration
Working with other teams to build flawless measurement plans

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The list of metrics suggested, when you look for a
consensus on how to measure PR is vast
• CTR
• Visibility
• Whitepaper downloads
• Links
• Shares
• Likes
• Dwell time
• Scroll depth
• Views
Rebecca Brown | Content Director | rebeccab@builtvisible.com | @RebeccaGraceB
• Keyword ranking
• Open rate
• Mailing list subscribers
• Sign ups
• Follower share
• Branded mentions
• Social mentions
• KW ranking
• Traffic
• Revenue
• On-page engagement
• Referrals
• Reach
• LTV
• New users
• Share of voice
• AVE
• Sentiment

9. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
The list of metrics suggested, when you look for a
consensus on how to measure PR is vast
• CTR
• Visibility
• Whitepaper downloads
• Links
• Shares
• Likes
• Dwell time
• Scroll depth
• Views
Rebecca Brown | Content Director | rebeccab@builtvisible.com | @RebeccaGraceB
• Keyword ranking
• Open rate
• Mailing list subscribers
• Sign ups
• Follower share
• Branded mentions
• Social mentions
• KW ranking
• Traffic
• Revenue
• On-page engagement
• Referrals
• Reach
• LTV
• New users
• Share of voice
• AVE
• Sentiment

10. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
The list of metrics suggested, when you look for a
consensus on how to measure PR is vast
• CTR
• Visibility
• Whitepaper downloads
• Links
• Shares
• Likes
• Dwell time
• Scroll depth
• Views
Rebecca Brown | Content Director | rebeccab@builtvisible.com | @RebeccaGraceB
• Keyword ranking
• Open rate
• Mailing list subscribers
• Sign ups
• Follower share
• Branded mentions
• Social mentions
• KW ranking
• Traffic
• Revenue
• On-page engagement
• Referrals
• Reach
• LTV
• New users
• Share of voice
• AVE
• Sentiment

11. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Rebecca Brown | Content Director | rebeccab@builtvisible.com | @RebeccaGraceB
Most of those metrics are already being measured by
other channels

12. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
These are SEO KPIs:
• CTR
• Visibility
• Whitepaper downloads
• Links
• Shares
• Likes
• Dwell time
• Scroll depth
• Views
Rebecca Brown | Content Director | rebeccab@builtvisible.com | @RebeccaGraceB
• Keyword ranking
• Open rate
• Mailing list subscribers
• Sign ups
• Follower share
• Branded mentions
• Social mentions
• Unbranded visibility
• Traffic
• Revenue
• On-page engagement
• Referrals
• Reach
• LTV
• New users
• Share of voice
• AVE
• Sentiment

13. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
These are social KPIs:
• CTR
• Visibility
• Whitepaper downloads
• Links
• Shares
• Likes
• Dwell time
• Scroll depth
• Views
Rebecca Brown | Content Director | rebeccab@builtvisible.com | @RebeccaGraceB
• Keyword ranking
• Open rate
• Mailing list subscribers
• Sign ups
• Follower share
• Branded mentions
• Social mentions
• KW ranking
• Traffic
• Revenue
• On-page engagement
• Referrals
• Reach
• LTV
• New users
• Share of voice
• AVE
• Sentiment

14. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Rebecca Brown | Content Director | rebeccab@builtvisible.com | @RebeccaGraceB
No one will measure SEO better than an SEO team
No one will measure Social better than a Social team
The chances are they have better tools for the job, so
why aren’t we working with them?

15. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Rebecca Brown | Content Director | rebeccab@builtvisible.com | @RebeccaGraceB
No one will measure SEO better than an SEO team
No one will measure Social better than a Social team
The chances are they have better tools for the job, so
why aren’t we working with them?

16. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Rebecca Brown | Content Director | rebeccab@builtvisible.com | @RebeccaGraceB
No one will measure SEO better than an SEO team
No one will measure Social better than a Social team
The chances are they have better tools for the job, so
why aren’t we working with them?

17. PPC
Has your PR campaign had a
positive impact on branded
search volume?
Display
Are display ads seeing
a better CTR?
Social
Has follower count increased
incrementally across social
channels?
SEO
Have you managed to build
links, and have these links
improved organic rankings?

18. PPC
Has your PR campaign had a
positive impact on branded
search volume?
Display
Are display ads seeing
a better CTR?
Social
Has follower count increased
incrementally across social
channels?
SEO
Have you managed to build
links, and have these links
improved organic rankings?

19. PPC
Has your PR campaign had a
positive impact on branded
search volume?
Display
Are display ads seeing
a better CTR?
Social
Has follower count increased
incrementally across social
channels?
SEO
Have you managed to build
links, and have these links
improved organic rankings?

20. Rebecca Brown | Content Director | rebeccab@builtvisible.com | @RebeccaGraceB
PPC
Has your PR campaign had a
positive impact on branded
search volume?
Display
Are display ads seeing
a better CTR?
Social
Has follower count increased
incrementally across social
channels?
SEO
Have you managed to build
links, and have these links
improved organic rankings?

21. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Rebecca Brown | Content Director | rebeccab@builtvisible.com | @RebeccaGraceB
2. Perception
You might be doing incredible work, but does anyone care?

22. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Rebecca Brown | Content Director | rebeccab@builtvisible.com | @RebeccaGraceB
We’re great at talking about what we’ve done
We’re awful at talking about the impact of PR in real
terms

23. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Rebecca Brown | Content Director | rebeccab@builtvisible.com | @RebeccaGraceB
Coverage books are not good enough

24. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Tom Bennet | Head of Analytics | tom@builtvisible.com | @tomcbennet
Quantifying the impact of PR in any meaningful way is
extremely difficult

25. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Tom Bennet | Head of Analytics | tom@builtvisible.com | @tomcbennet
If your report is to demonstrate the value of your work,
then you need to be involved from the very start

26. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Tom Bennet | Head of Analytics | tom@builtvisible.com | @tomcbennet
Goals /
KPIs
Collect
Data
Analyse
Data
Make
Changes
Review

27. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Tom Bennet | Head of Analytics | tom@builtvisible.com | @tomcbennet
Goals /
KPIs
Collect
Data
Analyse
Data
Make
Changes
Review

28. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Tom Bennet | Head of Analytics | tom@builtvisible.com | @tomcbennet
You should be leaning on your analytics team
or agency for support

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Tom Bennet | Head of Analytics | tom@builtvisible.com | @tomcbennet
A practical example

30. OffsiteOnsite

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Our Campaign
Tom Bennet | Head of Analytics | tom@builtvisible.com | @tomcbennet
Campaign
hub page

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Our Campaign
Tom Bennet | Head of Analytics | tom@builtvisible.com | @tomcbennet
Campaign
hub page
Product
page

33. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Our Campaign
Tom Bennet | Head of Analytics | tom@builtvisible.com | @tomcbennet
Campaign
hub page
Product
page
• Multiple activity
streams driving traffic to
hub
• CTAs / KPIs:
• social sharing actions
• product page clicks

34. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
“Google Analytics can do this out-the-box.”
• It can!
Tom Bennet | Head of Analytics | tom@builtvisible.com | @tomcbennet

35. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
“Google Analytics can do this out-the-box.”
• It can!
• But how relevant will the data be to your campaign?
Tom Bennet | Head of Analytics | tom@builtvisible.com | @tomcbennet

36. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
“Google Analytics can do this out-the-box.”
• It can!
• But how relevant will the data be to your campaign?
• Levels of direct traffic are likely to be very high
• No event tracking (or conversions) on your CTAs
Tom Bennet | Head of Analytics | tom@builtvisible.com | @tomcbennet

37. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Vanity URLs and UTM
Tom Bennet | Head of Analytics | tom@builtvisible.com | @tomcbennet
website.com/influencer
website.com/magazine
website.com/youtube

38. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Vanity URLs and UTM
Tom Bennet | Head of Analytics | tom@builtvisible.com | @tomcbennet
Campaign
hub page
website.com/influencer
website.com/magazine
website.com/youtube
Redirect
website.com/campaign/

39. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Vanity URLs and UTM
Tom Bennet | Head of Analytics | tom@builtvisible.com | @tomcbennet
Campaign
hub page
website.com/influencer
website.com/magazine
website.com/youtube
Redirect
website.com/campaign/
?utm_source=example&utm_medium
=example&campaign=example
website.com/campaign/
website.com/campaign/
?utm_source=example&utm_medium
=example&campaign=example
website.com/campaign/
?utm_source=example&utm_medium
=example&campaign=example

40. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Granular Event Tracking
Tom Bennet | Head of Analytics | tom@builtvisible.com | @tomcbennet
Campaign
hub page
website.com/campaign/
Product
page

41. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Granular Event Tracking
Tom Bennet | Head of Analytics | tom@builtvisible.com | @tomcbennet
Campaign
hub page
website.com/campaign/
Product
page
Event fired with GTM
Goal conversion in GA

42. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Tom Bennet | Head of Analytics | tom@builtvisible.com | @tomcbennet
How do we make this data actionable?

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Meaningful reporting with custom dashboards
Granular insight into the metrics that matter
• With KPIs and all necessary tracking in
place from the outset, live-updating
custom dashboards are a great way to
communicate ROI
Tom Bennet | Head of Analytics | tom@builtvisible.com | @tomcbennet

44. © Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
Meaningful reporting with custom dashboards
Granular insight into the metrics that matter
• With KPIs and all necessary tracking in
place from the outset, live-updating
custom dashboards are a great way to
communicate ROI
• These insights can help you to pivot your
efforts based on the success of different
channels and strategies
Tom Bennet | Head of Analytics | tom@builtvisible.com | @tomcbennet

45. © Copyright 2017 Builtvisible. All rights reserved. Private and Confidential
Tom Bennet | Head of Analytics | tom@builtvisible.com
Campaign Reporting
• Entrances to our campaign hub
• Conversion rate for each KPI
• Granular breakdown of traffic
sources (thanks to vanity URLs)
• Engagement tracking and social
interaction analysis by device
• Automatic daily updates

46. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Tom Bennet | Head of Analytics | tom@builtvisible.com | @tomcbennet
The value of the insights offered by your reports is
directly tied to your investment in goal setting and
data collection

47. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Tom Bennet | Head of Analytics | tom@builtvisible.com | @tomcbennet
By demonstrating success and unlocking actionable
insight, you can justify anything you need:

48. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Tom Bennet | Head of Analytics | tom@builtvisible.com | @tomcbennet
By demonstrating success and unlocking actionable
insight, you can justify anything you need:
Bigger budgets
More innovative projects
Additional development resource
Whatever you need to do your job better

49. © Copyright 2018 Builtvisible. All rights reserved. Private and Confidential
Thank you!
Need our expertise?
If you’re looking for support with your
PR or measurement, get in touch.
Contact Us
Rebecca Brown
Director of Content
Rebeccab@Builtvisible.com
@RebeccaGraceB
Tom Bennet
Head of Analytics
Tom@Builtvisible.com
@tomcbennet