Clients must allow PR professionals to “dissect” data gathered from Google Analytics

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 19, 2020, 11:14 AM UTC

It could result in more successful PR programs in the short-term.

This article states that ROI for PR programs must be measured as well. Insights from measuring the impact of media placements can be used to inform future strategies. The author notes that the total value of a placement is a sum of the “measurable” and “immeasurable” metrics.

The piece suggests taking a note of the articles that are driving sales. These insights could potentially alter a PR strategy. For example, if an article is driving increased sales, syndicating it could ensure more eyeballs and click-throughs.

For a placement that’s proving successful, it should be made to spend a longer time on the virtual “front page” through paid spend. PR professionals must have access to data from Google Analytics as their reading of it could lead to developing long-term media strategy.

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