Shonali Burke, Shonali Burke Consulting Inc., President & CEO
Data Can Tell Many Stories - If You Know How To Listen
- FEW PUBLIC RELATIONS
AGENCIES THINK OF USING
DATA ANALYTICS TO REFINE
THEIR STRATEGY. - DATA SHOW WHAT IS
WORKING AND WHAT IS
NOT, AND IT PROVIDES
CLEAR INSIGHTS INTO
WHAT STRATEGIES YOU
SHOULD USE.
“New analytics tools are an important part of this disruption, but it is also largely because of easy access to all those data.”
Application of big data analytics is beginning to disrupt the public relations (PR) industry. New analytics tools are an important part of this disruption, but it is also largely because of easy access to all those data. In PR, we focus on several categories of metrics. Output metrics measure messaging goals such as hits or impressions, but there a limits to what those metrics tell you. Outtake metrics measure what people are actually taking away from your messaging, and outcome metrics measure the ultimate outcome, such as a change in behavior. These data can tell so many stories through trends and patterns, but if you are not looking for them, you will not see them.
This is an excerpt from Data Disruption. The eBook was generously sponsored by Mighty Guides.
