Category Archive for: Marketing

predictive analytics in pr

{PR}edict: Predictive Analytics and the Future of PR, Part 4

In the last post, we looked at a sample prediction using Google Analytics™ data to make a prediction about my blog’s website traffic. We used clean, compatible, well-chosen data and looked forward 365 days to see what future performance of my blog looked like. What if, however, we didn’t have textbook data at our fingertips?…

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b2b security vendors

B2B Security Vendors: Prepare for Scrutiny

Growing Skepticism Toward Vendors’ Claims Public sentiment toward technology vendors is undergoing a significant shift. Just take a look at what Ben Smith at Buzzfeed is saying, or the message behind Franklin Foer’s new book, “World Without Mind.” The shift reflects a growing skepticism in the claims technology providers make about their products and services.…

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predictive analytics in pr

{PR}edict: Predictive Analytics and the Future of PR, Part 3

In the last post, we reviewed the necessary ingredients to make successful predictions: good data. We defined good data as clean, compatible, and chosen well. Let’s next look at a predictive analytics example every PR practitioner will benefit from. Matching Customer Behavior to Public Relations The purpose of public relations is to generate awareness and…

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gacp summit

What PR Professionals Learned at the Google Analytics™ Certified Partner Summit

Last week, SHIFT and NATIONAL Public Relations (SHIFT’s parent company) had the honor of representing the public relations world at the Measurement For Growth Google Analytics™ Certified Partner Summit. Along with NATIONAL Vice President of Marketing Technology Jonathan Litwack, I had the privilege of learning from Google where state of the art marketing measurement will be…

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What is a media impression

PR 101: What is a Media Impression?

One of the most common metrics talked about in traditional public relations as well as advertising is the media impression. However, it’s not always clear what an impression is or why it matters, not to mention, some folks believe impressions don’t matter at all. Let’s dig into this metric and understand what it truly measures.…

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The Data-Driven Now That’s What I Call Music! Guide

This post is a collaboration between trendy, very stylish Millennial marketing analyst Nick Patterson and grumpy old GenXer Christopher Penn. NP: Who remembers the good ole days of taking a trip to the local F.Y.E., snagging the latest and greatest version of the Now That’s What I Call Music! CD, and popping that puppy in…

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Data-Driven Survival: Titanic Edition

“Mr. Andrews, forgive me. I did the sum in my head and with the number of lifeboats times the capacity you mentioned, forgive me, but it seems that there are not enough for everyone aboard.” – Kate Winslet as Rose DeWitt Bukater in Titanic According to Wikipedia, there were approximately 1,317 passengers and 900 crew…

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When it Comes to Data, Remember to Ask the Right Questions

As AI Democratizes Analysis, Marketers Must Remember to Ask the Right Questions

AI is changing every industry. Consumer facing applications, like Alexa, are what most people are currently aware of. As this HBR piece showcases, deep enterprise applications are coming to light, as UBS Group AG is now using Alexa to answer questions of for its wealth management clients. Although the HBR piece focuses on the bespoke…

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State of Social Facebook

State of Social Media 2Q 2017: Facebook Crosses 2 Billion Users

The largest social network in the world – and to some people, the entire Internet – released its 2Q 2017 earnings. What’s new with the 800 pound gorilla in social media? User Growth Facebook passed a milestone this quarter: 2 billion monthly active users. This is an astonishing feat: at no other time in history…

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seo

The 3 Keys of Communicating the Value of SEO to C-Suite Executives

Many people have found that Search Engine Optimization is not only important, but medium to large companies are often allocating significant internal resources to handle SEO. I recently had conversations about communicating the value of SEO to C-suite executives at two of the biggest health companies. Their experiences of hiring, working with agencies, and getting their…

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