Category Archive for: Metrics

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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kaizen

Consumer Corner: Prep for the 2017 Holiday Season Using the Kaizen Method

For most retailers, a successful holiday shopping season is critical to sustained growth and success.  Historically, we will begin working with our retail clients on the following year’s holiday traffic driver campaigns as soon as all the decorations are taken down from the previous season. The first step to planning is taking the time to…

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Regression Analysis for Marketing

How to Use a Regression Analysis for Marketing Purposes

In today’s digital marketing world, with so much information and tools at our fingertips, data analysis is more necessary than ever before. What better way to leverage this information than using what is essentially a correlation analysis? Correlation analysis allows you to measure the strength of the relationship between certain data points and actions (but…

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The Thrill of Solving: Alteryx Inspire 2017

In a whirlwind two days in Las Vegas, I reaffirmed my belief in the future of analytics and its potential to change businesses for the better. I attended Alteryx Inspire 2017, a client of SHIFT Communications, to see what one of the leading business intelligence and data analytics companies in the world was up to.…

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Return on Marketing Investement

Finance Marketing: How to Measure Your Return on Marketing Investment

This is the fourth part in a four-part series, which explores how to measure different elements and channels of our various marketing strategies in order to calculate our return on marketing investment. If you missed the first three parts of the series, you can explore the obstacles facing your marketing department, how to build out…

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Goal Setting

Finance Marketing: Prepare to Measure Success with Goal Setting

Don’t miss the first and second blog in this series in which we explore the four obstacles facing your marketing department and the tools you need to launch a digital content strategy.  Measuring success is a key component to any business activity in the financial world. To get a clear picture of success, the first step…

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The Right Way to Set Up Snapchat Snapcodes with URLs

In late January, Snapchat released a new feature to help advertisers and businesses drive more impactful business results via their platform: the URL Snapcode. What is a URL Snapcode? In short, a Snapcode that opens a web page in Snapchat. Here’s an example. To use it, take a picture of it in Snapchat. To generate…

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How to Measure the Success of Video Communications

As we’ve detailed previously, video is hot. It’s one of the most engaging ways to communicate with an audience, and digital platforms are doubling down on video. However, one area where video-minded PR professionals fall short is how to measure the success of video communications. How do we know when our video is contributing to…

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State of Social Twitter

State of Social Q4 2016: Twitter Sees Negative Revenue Growth

Twitter, the social network which still comprises the backbone of most social media metrics, made it through another year. While speculation was rampant about its purchase, it ended the year still an independent entity. Let’s see how it fared. Audience Growth Twitter’s audience growth continued to decline, slipping below 1% quarter over quarter: Mobile growth…

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Correlation Does Not Imply Causation

Beware: Correlation Does Not Imply Causation

It’s safe to assume that you’ve heard the old adage, “correlation does not imply causation,” but if you haven’t, just know this: it’s not safe to assume that correlation and causation go hand-in-hand. Often times, when comparing two data points or sets, the lack of a relationship between correlation and causation is abundantly clear. And…

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