Most marketers have by now figured out how to use search engine optimization and ad placement optimization to yield better results from their digital marketing efforts. But they are missing a third tool to help them get the best results. In our work with clients we invariably find that earned media accounts for a sizable portion of all traffic and lead generation (it's not unusual to see it account for anywhere from 25% to 40%). Optimization experts often talk of ...

I have spent over twenty years in the PR industry and ever since I joined the industry as a little science graduate, I have always had a fascination we with how we can better measure the success of our work. I dreamed of the day when business managers would be able to attribute real value to what we do. While I would not profess to be a measurement expert, unlike all of the research analysts at Context Analytics, I truly ...

If your reaction to the headline was, “what on earth does Web analytics have to do with my job?” you probably weren’t alone. Web analytics might be thought of as the realm of SEO pros and online marketing teams, but it can be an incredibly valuable tool for PR teams too. In fact, Web analytics can give you insight into the value of PR and the types of business outcomes it helps drive in a way that hasn’t been possible ...