Category Archive for: Analytics

Is there a business case for Snapchat?

Snapchat. The seemingly ubiquitous photo, video, and moment sharing app has marketers abuzz, flocking to the platform as quickly as they can install the app. Is such haste merited? Should we all rush to Snap as quickly as possible? Is there a business case for Snapchat? This is the key question marketers should be asking…

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Google Data Studio for PR Professionals

At the recent Google Performance Summit, Google announced its new Data Studio product for everyone. Data Studio is Google’s new dashboarding product, helping marketers to visualize and share data. Should PR professionals examine Data Studio? What’s in the Box? Data Studio is available in the US only for now; expect it to be more widely…

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The Difference Between Influencer Marketing and Affiliate Marketing

As marketers and communicators, we have multiple goals. We are tasked with achieving: Increased reach and audience growth Increased engagement and mind share Increased prospect and lead generation to fuel sales Indirectly increased sales and revenue No one tool or method achieves all these objectives well. We would be foolhardy to assume that such a…

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Cohort Analysis & Google Analytics: The Basics

In early 2015, Google Analytics quietly rolled out Cohort Analysis reports. If you aren’t a frequent user of GA (or tend to steer clear of beta reports), you may not be familiar with this powerful tool. In a nutshell, cohort analysis reports give you insight into user behavior on a much more granular level than…

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Are influencers overpaid? A data-driven exploration of influencer metrics

A recent article in Digiday made the bold claim by a marketing executive that influencers are overpaid and generally do not advance business objectives. Let’s examine this claim’s merits. Do influencers matter? Are they overpaid? What are influencers paid to deliver? The first, most important question to answer is what are we buying when we…

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Importance of Integrated Marketing Analytics

As marketers, we know setting goals and business objectives is imperative. Seeing the results of any marketing program helps us make decisions about budgets and adjust based on actual performance, rather than throwing darts at a board and picking a numbers that sound doable. Grounding our decisions in data gives us support for the direction of…

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Is PR ready for Big Data?

Big Data as a topic of discussion fell off the Gartner Hype Cycle in 2015. Why? Not because it isn’t important; Big Data exited the Hype Cycle because it graduated to a core technology. It’s real, not speculative. It’s a commodity that Gartner assumes everyone has and is using. Is that true of public relations?…

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PR and the Marketing Technology Skills Gap

Keeping pace with the rate of change in marketing technology has become a full time job.  Heck, just keeping up with the news is a challenge, never mind closing the gap on technological skill sets you need to execute effectively. Consider just the last month or so: Facebook dropping a bucket of APIs on the…

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State of Social Q1 2016: LinkedIn chugs along steadily

LinkedIn, the former dark horse of social media, has not only grown past Twitter, but is a serious publishing platform in its own right. It’s the little engine that could, chugging away quietly – and that makes it worth paying attention to. Growth LinkedIn’s membership continues to grow strongly, at 433 million registered users. Note…

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State of Social 1Q 2016: Did Twitter hit the window?

The 140 character social network released its Q1 2016 earnings. Did it hit its targets, or did the little blue bird simply fly face-first into a glass window? Let’s look at the numbers. Growth After a miss in Q4 2015, Twitter’s monthly active users has ticked back up to 1.64% quarter-over-quarter, adding 5 million new…

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