Category Archive for: Metrics

Measuring ROI on Social Continues to be a Major Challenge for Marketers

Measuring ROI on Social Continues to be a Major Challenge for Marketers

Despite the rise in available data and overwhelming number of third-party tools, measuring the bottom-line impact of social media efforts continues to be a major challenge for communications professionals. But why? Are most marketers struggling to build a concise measurement infrastructure that goes beyond what the native platforms will tell us? Or is it that…

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Creative Uses for Google Analytics in Public Relations

Creative Uses for Google Analytics in Public Relations

Analytics should be an important component of the work we do as public relations professionals, but how can we leverage analytics tools to serve our needs? During a PRSA Boston event, Matthew Raven, VP of Marketing Technology at SHIFT Communications, presented an insightful discussion about the power of Google Analytics and how it can serve…

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Top Blog Posts Of 2018 Q4

SHIFT Archives: The Best of Q4 Content 2018

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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Black Friday 2018- Consumer Shopping Trends From Google

Black Friday 2018: Consumer Shopping Trends From Google

Black Friday as we know it today has been around since the early 1980’s, when big box stores revitalized the “holiday” to mark the first official day of the holiday shopping season. It’s origins are much less bright and shiny – the term was originally coined back in 1869 when the US gold market crashed…

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Measure Your PR Success

How to Best Measure Your PR Success

The close of the year is quickly approaching. With that brings trade show season (Dreamforce and AWS re:Invent, oh my!), executive predictions on what 2019 will bring, and the often-dreaded End of Year reporting exercise. PR and marketing professionals have long deplored the challenges of how to best measure your program success and effectively report…

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Measuring Up- A This, Not That List For Social Media Metrics

Measuring Up: A “This, Not That” List For Social Media Metrics

A version of this post originally appeared on the Padilla blog, an AVENIR GLOBAL company. With recent algorithm changes, bot clean-ups and paid advertising on social media, it can be a challenge to articulate campaign success. As social media managers, it may seem like an enticing option to report on vanity numbers such as likes,…

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Pinterest Marketing Tool

3 Reasons Why Your Brand Should be on Pinterest in 2018

Facebook, Twitter and Instagram are typically the “big three” social channels a marketer has to look for when crafting a social media strategy. But as the social media landscape changes and evolves, these may no longer be enough. Here is the case for why you, a savvy marketer/social media manager, should add Pinterest to your…

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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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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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