Republished From Institute For Public Relations Conversations Digest // "What do web analytics have to do with public relations?" It's a good question, given that web analytics are most often used by SEO professionals and online marketers to track visitors and sales from search results and content advertisements. The digitization of communications has enabled marketers to better understand the impact of their campaigns by directly measuring audience behavior. This is critical to companies that spend large sums on buying media placements ...

Context Analytics was recently asked to explore the relationship between a client’s media coverage and the traffic to their consumer facing web site, to see how effective their PR efforts were in driving revenue-producing traffic. We also looked at their closest competitors to benchmark the results. We used web analytics data (such as # of monthly visitors) and combined that with data on product-related coverage we already analyze for the client on a quarterly basis. We repeated this process for each ...