OnlineSpin had a good article about the shortcomings of Web analytics, with the provocative title Why Web Sites and Online Marketing Suck. Although the focus was on online advertising, the conclusions could just as well apply to PR. Here’s an excerpt:
an article by Mya Frazier about a talk Kaushik gave to a group of
marketers, I think he and I would get along very well. From the article
by Frazier: “Mr. Kaushik employed the word ‘sucks’ frequently when he
talked about the traditional metrics used for measuring online
marketing. And as far as online marketing goes, it sucks too. He
likened it to a ‘faith-based initiative.'”
One issue: placing all emphasis on reach over quality…
Better analytics systems that connect the placement to the user actions or perceptions to the eventual order or drop off in business will be a cornerstone of closed loop marketing and PR systems. These systems will inform marketers about the effectiveness of their campaigns and shed light on which forums work the best.
Measurement has never been the sexiest part of the PR business and many in the profession have shied away from it. Now is a truly exciting (but also scary) time in PR – media and hence PR are undergoing rapid changes. There are many new directions these changes can take us in – many new types of campaigns and services.
The flip side is that this is also a time when some are taking a new look at the value PR delivers. Without some form of closed loop system and better metrics, it will become harder, not easier to justify the PR spend.
