1. Proving the value of PR
with web analytics

2. Andrew Bruce Smith
Managing Director
Escherman
MCIPR
@andismit #ciprsm #pranalytics
Search for: Andrew Bruce Smith

3. http://amzn.to/Po0EWa

4. …and PR planning
“Data beats opinion”
PR too often driven by untested assumptions and
wonky metrics
Google Trends and Insights
Google Keyword Tool
Google Consumer Barometer
Google Analytics

5. Search = proxy for brand awareness

7. consumerbarometer.com

8. Google Analytics is a free data....

9. Google Analytics

10. 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

11. The PR marriage
problem.
Or how attribution
analysis can show
the value of social
media. Or PR.

14. Google Analytics provides a way of
seeing the direct and indirect
contribution made by any channel
against a specific goal

16. Some more things to consider
What is the purpose of
your website?
No goals, no insight

17. Visitor flow analysis

18. Isolate sources: down to level
of individual coverage!

19. Better still: relate it to
specific goals

21. http://bit.ly/XP46Je

22. Real time analysis

23. There’s more to come…
Universal Analytics: combining web analytics
data with pretty much anything

24. 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