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Professional development > Reporting and analytics > Flashcards

Reporting and analytics Flashcards

To consolidate understanding of how analytics can demonstrate PR efficacy

1
Q

Why is AVE no longer acceptable

A

Discredited within the profession
Doesn’t tell us anything about the real impact

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2
Q

Please list 3 AMEC member requirements

A

Pledge not to provide AVEs by default
Will not provide AVEs as a metric for awards
Will work to end demand for AVEs

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3
Q

What are the three things that sustain a business to which all PR activity should be aligned

A

Sales cycle length
Revenue
Margin

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4
Q

What is a vanity metric

A

Something that can be measured but which doesn’t necessary tell us anything about the real-life business impact

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5
Q

What vanity metrics can we get from Google Analytics

A

Shares
Traffic
Views

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6
Q

What vanity metrics can be used to measure customer relations

A

Fans
Followers
Friends
Views

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7
Q

Where can you get data to measure scaleability

A

Facebook
Twitter
Outbrain

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8
Q

What metrics can we get from data?

A

Customer sentiment through surveys
Revenue
Margin
Sales cycle

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9
Q

What are the two metrics to start off with in order to make a real impact towards financial goals

A

SERPs
DA
You will be visible to all your leads when they need you

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10
Q

How often are Domain Authority numbers updated

A

Every 60 days

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11
Q

What is the end game of measurement?

A

To show how comms is leading to cold hard cash - investment vs cost

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12
Q

What is the starting point for setting benchmarks`

A

Current domain authority
Search results for 10 priority keywords
Email subscribers
Downloads
# of followers and fans

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13
Q

How can you calculate the value of PR efforts

A

Number of leads x conversion rate x revenue

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14
Q

Why is this imperfect metric still useful?

A

Provides some kind of indication of how PR activity relates to real life business outcomes

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15
Q

What kind of things can you link to in earned media/contributor content?

A

o Videos
o Events
o Articles
o White papers
o Ebooks
o Report
o Newsletter
o Blog subscription
o Free consultation
o Online course
o interactive tool

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16
Q

List two scenarios where you can link to a lead magnet?

A

o In subsequent articles
o Ad links to previous articles

17
Q

Give some examples of content goals

A

o Increase job application
o Generate sales enquiries
o Achieve downloads
o Collect email addresses

18
Q

What is the AMEC framework for integrated evaluation

A

o The AMEC Integrated Evaluation Framework is an integration of best practice and best knowledge from these and other fields and disciplines. This brings greater consistency to evaluation of strategic public communication leading the way to standards, and it ensures rigour and validity.

19
Q

What are the 9 main elements of the AMEC framework

A
  1. Organisational objectives
  2. Communications objects
  3. Target audience
  4. Strategic inputs
  5. Activities
  6. Inputs
  7. Outtakes
  8. Outcomes
  9. Organisational impact
20
Q

Which objectives must be account for within the AMEC Integrated Framework

A

Organisational and communications objectives, which must be aligned

21
Q

What is included within the inputs aspect of the AMEC integrated framework model?

A

Information about the target audience and the strategic inputs necessary to inform and prepare communications

22
Q

Give 3 examples of strategic inputs for a campaign

A

 Research
 Success stories
 Educational content

23
Q

Within the AMEC IF, what are outputs?

A

Outputs are the immediate results of a PR or communication activity. They refer to the content and messages that are directly produced and distributed by the organization.

24
Q

Within the AMEC IF, how are outputs measured?

A

Outputs are typically measured in terms of volume (how much content was produced), reach (how many people could have seen the content), and the quality of the media channels used for distribution.

25
Q

With the AMEC IF, what are outtakes?

A

Outtakes represent the audience’s reception of the communication outputs. They focus on whether the target audience noticed and understood the messages.

26
Q

How are outtakes measured?

A

Outtakes are often measured through audience surveys, social media analytics (engagement rates), and other forms of feedback that gauge audience understanding and reaction.

27
Q

What is the difference between outputs and outtakes?

A

Outputs are about what the organization has produced and distributed, focusing on the tangible aspects of communication activities. Outtakes, on the other hand, are concerned with how the audience receives and processes those outputs.

Outputs are measured from the organization’s perspective (what we did), whereas outtakes are measured from the audience’s perspective (how the audience reacted).

28
Q

Within the AMEC IF, what are outcomes?

A

Outcomes are how we can measure changes in behaviour

29
Q

How can we measure outcomes?

A

o Increase in sessions on website
o Peaks around launch of story
o Conversion rates
o web traffic
o Increase in searches
o Increase in sign-ups

30
Q
  • What is share of voice?
A

o Share of voice is a marketing metric that allows you to compare brand awareness on different marketing channels against your competitors. You can use this metric to measure how well your ads, social media mentions, or even website traffic compare to the competition. Ultimately, you can see how much of the conversation you dominate in your industry.

31
Q
  • Why is share of voice important?
A

o Share of voice tends to correlate with market share and revenue. the more you’re dominating in the conversation online, the more market share you’ll have and the more authority you’ll have among users.

32
Q
  • What are the benefits of measuring share of voice across earned media
A

*o Helps identify relevant publications
o To identify key industry trends
o To support with competitor analysis

33
Q

What is the role of Google analytics

A

Helps you to understand the success of your digital marketing efforts by tracking customer behaviour online

34
Q
A

Professional development (8 decks)

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