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The Future of PR Measurement

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by

Nick Sargent

on 29 December 2014

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Transcript of The Future of PR Measurement

Traffic to Specific Pages
Media Impressions
Sessions/Page Views
Social Media Reach
Attendance at Events
Traffic to Website
Social Media Reach
Media Impressions
Website Sessions/Page Views
Email Subscribers
The Future of
PR Measurement

Nick Sargent & Ashlyn Brewer
@nicksargent & @ashlynbrewer
Why Does Measurement Matter?
Why measure?
Justify/get more budget
Remove Subjectivity
Tie to business goals
Drive business decisions
Continuous Improvement
“People ... operate with beliefs and biases. To the extent you can eliminate both and replace them with data, you gain a clear advantage.”

-- Michael Lewis,
Moneyball
Align your Metrics to the Funnel
Top of the Funnel
Measures reach/awareness/visibility.
Middle of the Funnel
Bottom of the Funnel
Measures target audience actions directly tied to business goals.
Awareness
Engagement
Conversion/Sales
Sales
Freedom to Operate
Which metric?
Campaigns
How did each audience react?
Tips and Tools
Social Media Interactions
Key Message Pull-through
Sentiment Analysis
Downloads of Key Content
Traffic to Landing Pages
Conversions/Downloads
Email Click-Through-Rate
Cost-Per-Lead
Sales
Freedom to Operate
Measures actual engagement by target audience.
Signatures on a Petition
Public Comments Submitted
Votes
Email/Call Legislators
Marketing Qualified Leads
Proposals/Sales Opportunities
Cost-Per-MQL
Sales
Freedom to Operate
Goals and Events
Did they do what I want?
Campaign + Goals
Who did what we wanted?
Drug approval
Permit approval
Legislation passed/not passed
Sales
ROI
Sales
Freedom to Operate
Full transcript