Measuring the Impact of Earned Online Media on Business Outcomes:
A Methodological Approach
Presentation to the IPR Measurement Summit
October, 2009
Itinerary
Brief overview of how web analytics work and how they can benefit PR professionals
Practical steps for how communications teams can use "out-of-the-box" web analytics
How more advanced statistics can be used to integrate web analytics and other forms of media measurement to help communications team target the correct online audiences and optimize messaging strategies
Review a case study of how Context Analytics used web analytics to help a client optimize their online communications around an online financial services product
Shortcoming of web analytics and emerging uses
Standard Media Metrics
Sentiment
Message Penetration
Volume or prominence
Share of voice/ Thought leadership
Web Analytics
Outcomes
Website traffic
Demand generation
Revenue
Media and Business Outcomes
*
Web Analytics: A Brief Primer
1. Visitor types URL into browser (or clicks on link)
2. Request sent to website server
3. Server sends page with JavaScript code
4. JavaScript code executed: collects data and sends to collection server (e.g., Google Analytics, Omniture, etc.)
Web Analytics: A Brief Primer
Direct Traffic
Search Results
Email Campaigns
Earned Media
Paid Search
Content Network Ads
Social Media Advertisements
Website
Landing Page
Landing Page
Landing Page
Sale
Download

下一页