escherman What has ever done

for PR? (again)

Thursday, 26th May 2011Presenter: Andrew Bruce Smith

Wednesday, 15 June 2011

Wednesday, 15 June 2011

“Data beats opinion”

PR too often driven by untested assumptions and wonky metrics

Google aims high. Nothing is impossible.

Google has a “culture of failure”

Wednesday, 15 June 2011

A database of intentions

Doubleclick Ad PlannerGoogle Trends and Insights

Google Keyword ToolGoogle Analytics

Wednesday, 15 June 2011

Traditional PR planning?

Wednesday, 15 June 2011

Traditional PR approach

Define audienceCreate messagingDo PRAnalyse CoverageReport(Post campaign survey?)

Wednesday, 15 June 2011

What do we really know about our target audiences?

Wednesday, 15 June 2011

Define Audience: Doubleclick Ad Planner

Wednesday, 15 June 2011

Messaging and content:Google Keyword Tool, Google Insights

Wednesday, 15 June 2011

Google Analytics: goals, tagging, custom variables

Wednesday, 15 June 2011

<script type="text/javascript">

var _gaq = _gaq || [;

_gaq.push(['_setAccount', 'UA-19194157-1']);

_gaq.push(['_trackPageview']);

(function() {

var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true;

ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js';

var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s);

})();

</script>

Wednesday, 15 June 2011

Wednesday, 15 June 2011

Wednesday, 15 June 2011

_setCustomVar(index, name, value, opt_scope)

Wednesday, 15 June 2011

http://www.cipr.co.uk/?utm_source=Sourcewire&utm_medium=Press

%2Brelease&utm_term=Google&utm_content=May%2B26th&utm_campaign=Social%2BSummer

Wednesday, 15 June 2011

The future: multi-channel funnels

Wednesday, 15 June 2011

ENDWednesday, 15 June 2011