Is Spotify really worth as much as its new listing on the New York Stock Exchange claims? The popular music streaming service announced it was going public on the NYSE on Feb. 28, choosing a direct listing—rather than a conventional IPO—valued at $23 billion. A direct listing allows only existing investors to publicly trade their […]
It’s a new year and you’ve resolved to measure more of your communications efforts than you did in 2017. Excellent. Before you get too far into it, though, it’s wise to huddle with senior leaders and agree on what should be measured. A new LexisNexis/PR News survey shows the metrics communicators focus on to indicate […]
In the early days of Instagram, you had to do a lot of guesswork on how people interacted with your profile, aside from likes and comments. But the platform’s native analytics have steadily improved over time to provide more of an understanding of what your audience wants. Here are a few ways you can use Instagram’s […]
Social media measurement sometimes feels like trying to find buried treasure. The insights gleaned from platforms like Google Analytics can be invaluable, but with so many different places to dig, so many different metrics to consider, it’s difficult to know where to train your focus. And that dilemma is only multiplied when you think about how online […]
When it comes to measuring your PR and communications efforts, more is not always better. Janneke van Geuns, head of insights and analytics at Google, says that she has seen communicators try to collect and track an overabundance of metrics. But collecting more data isn’t going to bring about better insights, she says. Instead, communicators […]
When measuring social media and website efforts, few metrics should be taken at face value. Every major platform has some form of native analytic tool, and Google Analytics provides a wealth of information on the factors that affect a website’s performance. But it can be difficult to separate the signal from the noise, to wade […]
Communications pros recently logging into Google Analytics (GA) may have noticed a new feature in the upper right-hand corner of the interface, simply called Intelligence. The feature—which was in beta testing this summer and rolled out earlier this month—allows users to ask a question in plain English to get analytics answers to a variety of […]
Social media is no longer in its infancy. Sure, we might be distracted by Snapchat Spectacles or some other shiny object of the moment, but social media is no longer the wild West it once was. In fact, we’ve reached a certain level of maturity: We’re teenagers, in my opinion—we know enough to be dangerous but […]
Facebook Insights provides a wealth of demographic data and offers a unique window into what kinds of posts Facebook audiences respond to. But while Insights reports are a crucial tool—especially to discern whether business objectives are being met—they can also contain an overwhelming amount of data to parse. To avoid wading into a sea of irrelevant metrics, Kathleen […]
For many businesses, leads and sales are primary KPIs. But before you can track sales, you have to generate them—and standing out from the crowd on social media is no easy task. Online consumers can anticipate when ads are coming and they know when and how to skip them. Think about when an ad pops […]
