Hypertext

It’s a common scenario: you’ve put a lot of time and effort into the strategy and design of a corporate blog and you’ve built a strong pipeline of content that’s posted frequently. More than six weeks (or longer) have passed, and while you’re seeing some comments, you’re not sure the blog is worth the resources [...]

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 [...]

94% of touch points in today’s “last click model” are thrown away and not given any credit for a sale.
- Esco Strong, Director, Microsoft Advertising Institute
Rob Birgfeld over at SmartBlog on Social Media has a good post on why ROI as measured by the last click – the last click before a sale – [...]

Tom Foremski at Silicon Valley Watcher has an interesting view on measuring the value of PR. He thinks PR is opening up Pandora’s Box by moving further into ROI measurement. I’d argue that box is already wide open. Moreover, it’s necessary (and probably unavoidable) for PR to move in that direction as everything that happens [...]