Proving the value of PR with web analytics

Andrew Bruce Smith

Managing DirectorEscherman

MCIPR

@andismit #ciprsm #pranalyticsSearch for: Andrew Bruce Smith

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Google Trends and Insights Google Keyword ToolGoogle Consumer BarometerGoogle Analytics

…and PR planning

“Data beats opinion”

PR too often driven by untested assumptions and wonky metrics

Search = proxy for brand awareness

consumerbarometer.com

Google Analytics is a free data....

Google Analytics

Why GA?

Ubiquity

86pc of UK businesses have installed GA (E-Consultancy survey 2011)

It’s free!

A way to prove the direct and indirect value of PR and social media

Key WIN areas: goals and attribution analysis

The PR marriage problem.

Or how attribution analysis can show the value of social media. Or PR.

Google Analytics provides a way of seeing the direct and indirect contribution made by any channel against 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 level of individual coverage!

Better still: relate it to specific goals

http://bit.ly/XP46Je

Real time analysis

There’s more to come…

Universal Analytics: combining web analytics data with pretty much anything

Old vs new

Old: our PR and social media activity created x number of OTS (opportunities to see)

New: our PR activity directly and indirectly contributed £x value in relation to defined business and organisational goals