Category Archive for: Data

data-driven

3 Data-Driven PR Proof Points

We talk a lot about data-driven PR, but what does it really mean? It’s easy to learn how to use tools like Moz or Google Analytics, but how does it tie into the larger mission? Like with any program, how we use it depends on the brand’s goals. While we have an entire series to…

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Facebook crisis

Lesson From Facebook: 5 Tips on Handling Crisis Communications

Crisis communications is the opposite of traditional public relations and involves putting out a “fire” of some sort. Your brand might be under scrutiny for something said or done from a product recall to a bad tweet. There is often a tide of public and media opinion that follows. Your response is the most important…

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Rethinking Data-Driven Marketing in the Wake of the Cambridge Analytica Scandal

It’s a strange time to be a data scientist. News about Cambridge Analytica’s ‘problematic’ (we prefer the term morally bankrupt) approach to data analysis has left the 23 million Canadians on Facebook feeling suspicious and defenseless. And the community of social, behavioral and data scientists who work in marketing and communications have never looked more like…

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MozRank vs. MozTrust

MozRank vs. MozTrust: What’s the Difference & What Does It Mean For SEO?

Moz is one of the leading SEO tool providers. Its features are used to extrapolate key information and various metrics that can help us optimize our content marketing strategies. Moz offers a plethora of tools, providing us valuable data to glean invaluable insights. MozTrust and MozRank are just two of many metrics provided on the…

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How To Reconcile Differences Between Ad Clicks and Website Sessions

How To Reconcile Differences Between Ad Clicks and Website Sessions

Most marketers have encountered a situation in which a campaign’s clicks and associated website sessions don’t quite line up. Sometimes, it’s a minor discrepancy. Other times, there’s a major difference. In this post, we’ll address the common and less-common causes behind these mismatches starting with the differences between how clicks and website sessions are defined…

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LinkedIn Metrics

LinkedIn Metrics – Q&A Series: Clicks or Social Actions?

In terms of LinkedIn metrics, is it more valuable to have more clicks or higher social actions? As your company page grows and you share new content every day, it increases the opportunities for others to find out about and interact with your page and its content on LinkedIn. If you are new to LinkedIn…

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Digital Marketing Courses

5 Free Digital Marketing Courses Every Marketer Should Take

We’ve all heard it before – take this course and advance your SEO strategy, it only costs $499 and it’s a limited time offer. Now, we may be asking ourselves, “Is it worth investing my money into this course?” Unless the person offering the course uncovered Google’s algorithm, I’d say no, probably not. However, there…

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Airbnb

Making Data-Driven Airbnb Reservations

There are two groups of people when it comes to decision making: those who make decisions based on fact and those who make decisions based on emotion. While selecting an Airbnb based on emotion might sound appropriate – Let’s stay here. Look at the built-in bookshelves and natural light, this place is dreamy! – there…

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breaching 140 whos using twitters 280 characters

Breaching 140: Who’s Using Twitter’s 280 Characters?

On September 26, 2017, Twitter surprised its users by announcing that certain users would have their tweet character limits doubled, from 140 characters to 280 characters. This beta test was to determine whether users wanted the increased characters. After the beta, Twitter rolled out 280-character tweets to all users. Naturally, as one of the first-ever…

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top tier influencers on pr budgets

How To Reach Top-Tier Influencers on PR Budgets

An astonishing amount of mindshare has been devoted to influencer marketing this year. Interest in influencer marketing is at all-time highs, and based on Google searches for the topic, there’s little indication that interest will flag. However, for public relations practitioners, influencer marketing poses significant challenges, such as: Cost: influencer marketing costs reach into 7-figures…

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