Category Archive for: Analytics

SWOT analysis

Think You Don’t Need a SWOT Analysis? Think Again.

You’ve probably heard the term “SWOT,” but maybe you’re not totally sure what it is or why you should care about it. A SWOT analysis is an easy way to get yourself organized when developing an actionable plan. What is a SWOT analysis? SWOT is an acronym for Strengths, Weaknesses, Opportunities and Threats. This structured planning…

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Measure Social Media Google Analytics

Three Ways to Measure Social Media Activity with Google Analytics

Why bother with social media? What are Twitter and Facebook doing for my bottom-line? If you run social media campaigns for your clients or your brand, you’ve probably heard those questions before. And sure, from basic Twitter Analytics and Facebook Insights you can tell your client you’ve received X number of clicks or generated Y…

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Google Analytics for PR Pros

Why Google Analytics is a PR Professional’s BFF – Part 1

As a data-driven agency, we rely on a variety of data tools to make the most informed decisions for our clients. From how well a blog post is performing to the best times to post to Twitter, data isn’t just about numbers, it’s about a roadmap to success. Google Analytics is one of our go-to…

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What is Marketing Technology?

Marketing technology. You’ve heard the term in presentations. You’ve seen it in industry news. It’s changing marketing forever. But you still may be left wondering, “What IS marketing technology?” In short: Marketing met IT and marketing technology is their offspring. Let’s examine the corporate strategic landscape to understand what marketing technology is. In the chart…

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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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