Analytics & Insights

Analytics are deeply rooted in our DNA. In fact, we were the first PR agency to become a certified Google Analytics Partner, recognizing the role of analytics in communications strategy and measurement early on.

To us, data goes beyond simply highlighting performance. We use it as a strategic tool to optimize our approach. We apply analytics to engineer the who, what, when, where and how behind programs.

Rather than jumping into commoditized and generic tactics, our programs start with a diagnosis of the business challenge, followed by an analysis of internal and external data to understand how to solve for it. We use this insight to help clients build bespoke programs, compelling and relevant narratives, and targeted messages.

Audience Mapping

A great story, well told, can still fall flat if it doesn’t find its target. That’s why, at SHIFT, we pair stakeholder research and topic analysis with precision targeting to gain an understanding of the conversations that are driving the issues that matter to our clients, the channels in which they’re happening, the voices who are leading them and the language being used as they do.

We combine web-harvesting techniques, advanced analytics, machine learning and visual mapping technology into dashboards that allow clients to understand and map influencers and key conversations.

Competitive Audits

High-performing programs all begin with a comprehensive audit of competitor activity to identify key opportunities and strategic gaps. SHIFT analyzes all critical marketing channels within the competitive set and provides a bias-free perspective on the effectiveness and engagement level of the various strategies before shaping curated recommendations for our clients based on the findings.


All measurement needs are unique, which is why we set custom metrics in collaboration with our clients that map directly back to their priority business objectives while also tracking KPIs that demonstrate progress toward those goals. We measure ourselves against those metrics on monthly, quarterly and annual terms using a mix of real-time interactive dashboards and in-depth reporting. Bottom line, we lead our clients beyond tracking surface-level metrics (clicks, follows, hits), and focus on the various business outcomes they influence.

Topic & Sentiment Analysis

Gaining a deep understanding of conversations at scale among the media and end-users is critical to gaining a leg up in any communications program. We use AI-backed models to analyze large bodies of text to distill relevant trends and behaviors. We then use this information to inform our integrated communications strategy and fine-tune media relations and content strategies for long-term success.

To learn more about other insights we use to inform programs, check out our research capabilities.

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