Category Archive for: Data-Driven PR

Scaling Innovation at MarTech SF

I have the privilege and pleasure of speaking at the annual MarTech San Francisco conference about Scaling Innovation; I detail our work at SHIFT Communications to foster innovation. Innovation is an aspirational word, an idea we see in the news describing advances in marketing, robotics, virtual reality. It’s a word we associate with cliches like…

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Putting Google Analytics’ Behavior Flow Tool to Use

Wondering what value your web ad campaigns deliver your business, beyond conversions on a landing page? When it comes to ad campaigns, the journey can be just as important as the destination. Ads can deliver more than direct conversions; they can also bring curious users to many different pages of your site. Follow their path…

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Coming Full Circle – From Tech PR and Back Again

Six months ago, I joined the SHIFT Communications team as an Account Director. In my role, I oversee a variety of B2B tech PR programs, providing strategic direction and managing an exceptional team of professionals. You might have called me a bit of an untraditional candidate when I interviewed, having spent many years in PR…

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PR and the Google Customer Journey to Online Purchase

In 2015, Google released its Customer Journey to Online Purchase insights tool and there was much rejoicing. Marketers and communicators found great value in Google’s generic models for how customers made decisions with marketing inputs. However, many were concerned that its overly broad models – “business and industrial”, for example – could mean a B2B…

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Be new to be newsworthy

PR practitioners must constantly create at the leading edge. What is new tends to be newsworthy. As SHIFT CEO Todd Defren has emphasized to clients throughout the years, our public relations efforts must embody at least one of these three attributes: First. Best. Only. When we build new things, we capture (however briefly) all three…

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The Citizen Analyst Manifesto, Part 8: Bring Persistence

In the Japanese martial art I practice, persistence is one of our core values. “Keep going!” exhorts our head teacher. Keep going! Play! His instruction is equally valuable for the Citizen Analyst. Data rarely yields its full value on the first pass, at surface level. Why? Three things make data difficult to analyze, especially in…

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Twitter’s New Algorithm

Twitter announced on February 10, 2016 that it would be rolling out a new feature which prioritizes “the best tweets from people you know.” News of this announcement spread (okay—exploded) across the internet with widely varying interpretations like a game of social media telephone. If you’re feeling overwhelmed, take a deep breath. We’ll get through…

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How DOES Mobile Change The Brandscape?

Today, with over 2 billion smartphones in use, the ways in which consumers experience brands is fundamentally different. This is no fad – it is projected that by 2020, 80% of adults on Earth will have a smart phone. The way we think of the “internet” as a place for brands must fundamentally change to…

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Boring Press Release Bingo is Back!

Every year, we analyze thousands of press releases to determine what words are popping up in press releases over and over again throughout the year. We’ve done blog posts and infographics in the past, but last year we wanted to do something a little more fun with our ‘Top 50 Most Overused Words in PR’…

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Key Marketing Lessons for PR Pros

In the spring of 2015, SHIFT launched its cutting-edge Marketing Technology Immersion (MTI) program to help the agency develop a better understanding of SHIFT’s data-driven approach to communications and client services. The program offers SHIFTers the opportunity to participate in an educational course that allows traditional PR pros like myself the chance to dip our…

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