Reporting and analytics Flashcards
To consolidate understanding of how analytics can demonstrate PR efficacy
Why is AVE no longer acceptable
Discredited within the profession
Doesn’t tell us anything about the real impact
Please list 3 AMEC member requirements
Pledge not to provide AVEs by default
Will not provide AVEs as a metric for awards
Will work to end demand for AVEs
What are the three things that sustain a business to which all PR activity should be aligned
Sales cycle length
Revenue
Margin
What is a vanity metric
Something that can be measured but which doesn’t necessary tell us anything about the real-life business impact
What vanity metrics can we get from Google Analytics
Shares
Traffic
Views
What vanity metrics can be used to measure customer relations
Fans
Followers
Friends
Views
Where can you get data to measure scaleability
Facebook
Twitter
Outbrain
What metrics can we get from data?
Customer sentiment through surveys
Revenue
Margin
Sales cycle
What are the two metrics to start off with in order to make a real impact towards financial goals
SERPs
DA
You will be visible to all your leads when they need you
How often are Domain Authority numbers updated
Every 60 days
What is the end game of measurement?
To show how comms is leading to cold hard cash - investment vs cost
What is the starting point for setting benchmarks`
Current domain authority
Search results for 10 priority keywords
Email subscribers
Downloads
# of followers and fans
How can you calculate the value of PR efforts
Number of leads x conversion rate x revenue
Why is this imperfect metric still useful?
Provides some kind of indication of how PR activity relates to real life business outcomes
What kind of things can you link to in earned media/contributor content?
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
List two scenarios where you can link to a lead magnet?
o In subsequent articles
o Ad links to previous articles
Give some examples of content goals
o Increase job application
o Generate sales enquiries
o Achieve downloads
o Collect email addresses
What is the AMEC framework for integrated evaluation
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.
What are the 9 main elements of the AMEC framework
- Organisational objectives
- Communications objects
- Target audience
- Strategic inputs
- Activities
- Inputs
- Outtakes
- Outcomes
- Organisational impact
Which objectives must be account for within the AMEC Integrated Framework
Organisational and communications objectives, which must be aligned
What is included within the inputs aspect of the AMEC integrated framework model?
Information about the target audience and the strategic inputs necessary to inform and prepare communications
Give 3 examples of strategic inputs for a campaign
Research
Success stories
Educational content
Within the AMEC IF, what are outputs?
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.
Within the AMEC IF, how are outputs measured?
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.
With the AMEC IF, what are outtakes?
Outtakes represent the audience’s reception of the communication outputs. They focus on whether the target audience noticed and understood the messages.
How are outtakes measured?
Outtakes are often measured through audience surveys, social media analytics (engagement rates), and other forms of feedback that gauge audience understanding and reaction.
What is the difference between outputs and outtakes?
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).
Within the AMEC IF, what are outcomes?
Outcomes are how we can measure changes in behaviour
How can we measure outcomes?
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
- What is share of voice?
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.
- Why is share of voice important?
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.
- What are the benefits of measuring share of voice across earned media
*o Helps identify relevant publications
o To identify key industry trends
o To support with competitor analysis
What is the role of Google analytics
Helps you to understand the success of your digital marketing efforts by tracking customer behaviour online
