Category Archive for: Data

Big Data in PR

Why Big Data Matters in PR

Sick of hearing the term ‘Big Data?’ Good. Me too. There’s literally an article popping up every 15 minutes that addresses ‘How Big Data is Reshaping Industry X.’ Businesses using data isn’t new (in fact, it used to be called Business Intelligence). It’s just become more important because it’s the standard (and developments in technology…

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Google Analytics DEmo Account

Why PR Pros Need The New Google Analytics™ Demo Account

Recently, Google announced a seemingly minor feature: any Google user could access a new Google Analytics™ Demo Account. The new Google Analytics Demo Account contains live, real information from Google’s eCommerce merchandise store. The marketing and PR industry responded with a collective yawn. From our perspective as a Google Analytics™ Certified Partner, every marketing and…

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State of Social

State of Social Q2 2016: LinkedIn Bought by Microsoft

LinkedIn, the premier business-focused social network, is no more as an independent company. In June 2016, Microsoft purchased it for $26.2 billion, one of the largest social network acquisitions ever. While LinkedIn will continue to operate as a social network, we expect this to be one of the last State of Social reports on the…

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State of Social Twitter

State of Social 2Q 2016: Twitter’s Endless Plateau

The 140 character social network released its Q2 2016 earnings. How did everyone’s favorite short attention span social network fare? Let’s check the numbers. Audience Growth After relatively robust growth in Q1, Q2 returned to more modest growth, not even cracking 1% quarter-over-quarter growth. Twitter added only 3 million new users (which, in the scheme…

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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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Data Mining in Public Relations (Across All Budgets)

Data speaks. It can persuade new ideas, motivate change, disrupt innovation, elevate brands, stir controversy and expose truths. It matters to consumers, salespeople, CEOs, businesses, investors and most importantly, media. So, naturally it should matter to PR pros. While the media is constantly fighting for readership in a world of clickbait, listicles and memes, the…

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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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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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Don’t Be Outdated: Why It’s Important to Refresh Your Models

It’s becoming more fashionable to claim that your PR and marketing is “data-driven,” but what exactly does that mean? It means we evaluate our situation honestly, using the most unbiased tools at our disposal. This often means using data about our current market or audience to create a model. A model is simply a substitute…

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SHIFT Archives: The Best of Q4 2015

As each year comes to a close, we like to sneak a peek into the SHIFT archives to see our content hits and misses. When devising a content strategy for a new year, it’s important to take note of what worked (and why) to plan what’s to come next year. Want to see how to…

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