Powering Your PR Campaigns from Start to Finish

Powering Your PR Campaigns From Start to Finish

Louis Gray, Analytics Advocate @louisgray First, a Little About Me

● Googler since 2011, focused on Google Analytics ● Also: Blogger, Google+, Developer Relations

● Silicon Valley Tech Blogger: louisgray.com ● Launched TweetDeck, Beluga (FB Messenger), Feedly, Social/Median and many other apps.

● 18 Years Silicon Valley Marketing, Demand Generation, Comms and PR (my6sense, Paladin Advisors, BlueArc)

Summary: I’ve pitched, been pitched. @louisgray Now I help measure.

@LouisGray / @GoogleAnalytics Google Confidential and Proprietary Some Upfront Truths

1 What you do is measurable.

2 You (or your client) determine what to measure.

3 That data will inform your next decisions.

4 Analytics can get you closer to your users.

5 Analytics can help deliver reports that show results. Many PR Pros Stress Out About Data

But you shouldn’t. Using it is fun, creative and improves results

Google Confidential and Proprietary Storytelling With Data: Tools for PR Two Main Uses of Data for PR Pros

Reporting and Decision Making Storytelling and Visualization

Google Confidential and Proprietary Visualization Examples and Tools Storytelling With Data is How You Stand Out

OKCupid used data to share dating trends: viral growth, media attention, millions of users, industry disruption >> $50m acquisition by Match

Google Confidential and Proprietary Storytelling With Data is How You Stand Out

FlowingData highlights data visualization projects which graduate numbers to stories the eye can grasp at a glance.

Google Confidential and Proprietary Storytelling With Data is How You Stand Out

FlowingData highlights data visualization projects which graduate numbers to stories the eye can grasp at a glance.

Google Confidential and Proprietary Storytelling With Data is How You Stand Out

New York Times offers interactive visualizations, based on data, and delivers yearly summaries of these stories.

Google Confidential and Proprietary Leveraging Google Tools Visualize Research for Storytelling

Get started building: think.withgoogle.com/tools

Google Confidential and Proprietary Shopping Insights

Example:

Google Nexus vs. Google Pixel in Fall 2016

/via Think With Google Tools

Google Confidential and Proprietary Shopping Insights

Example:

Fitbit Shopping spikes on Mother’s Day, but flowers planned in advance?

/via Think With Google Tools

Google Confidential and Proprietary Shopping Insights

Example:

Top cities interested in Pokemon gear after Pokemon Go launch.

/via Think With Google Tools

Google Confidential and Proprietary Google Trends: Pokemon… Bigger than Christmas

Google Confidential and Proprietary Google Trends: Sunglasses and Sandals…

Google Confidential and Proprietary Google Trends: Baseball vs Football Seasonality

Google Confidential and Proprietary Workshop and Discussion

• What data points do I have? Minutes • What stories can I create? 3 • How can they be visualized?

Google Confidential and Proprietary Consumer Surveys for Insights Smarter, Faster Market Research What is Google Consumer Surveys?

An online research platform that allows users to survey a representative sample of their target population across the web and on mobile devices. Google Consumer Surveys gets you large-scale, quality data without the wait and regardless of budget.

Ask Your Question(s) Get Analyzed Results

Your Target Audience Answers How Does it Work?

Publisher Network

• Hundreds of Publishers host surveys on their site in exchange for payment

• Tens of millions of unique users each week on the publisher network

• Access to premium content in exchange for survey responses

• Inferred Age, Gender, as well as location and income How Does it Work?

Android Panel Google Opinion Rewards App

~ 6 Million downloads of our mobile app, Google Opinion Rewards

• •Self-selected age, gender, location and occupation

• Google Play Credit in exchange for answering surveys Fast, Smart Results

Analyze Your Results With Ease & Accuracy • Download Raw Data

• Sorting Options

• Analyze Results

• Filter Demographics • Transparency of Sample, Network & Weighting Let’s create a survey!

g.co/consumersurveys

Create a Survey Workshop and Discussion

• What questions can I ask? Minutes • What answers make stories? 3 • How do I know who to ask?

Google Confidential and Proprietary Goals, Metrics and Targets New World. New Rules.

“Half the money I spend on advertising is wasted; the trouble is I don't know which half.”

-- John Wanamaker

Marketing and Ads pioneer and US Postmaster General How did we use to measure PR Impact?

Total number of press hits

Mentions in top targets, both vertical and horizontal

Did our message come through?

Executive exposure

Industry roundups

Google Confidential and Proprietary How did we use to set PR goals and track?

Story 1 Story 2 Story 3 (Trend) (Company) (Customer)

Big Industry Press Primary Target Target

Medium Backup Target Primary Target Industry Press Target

Vertical Press Target Primary Target

Backup Press Target Backup Target Primary Target 2

Google Confidential and#powerofPR Proprietary The world changes quickly. We need to as well.

… remember clipping books? … remember article reprints? … remember embargoes? … remember a time before Twitter?

As our clients and customers adapt to technology, so should we.

@LouisGray / @GoogleAnalytics Google Confidential and#powerofPR Proprietary The world changes quickly. We need to as well.

… remember clipping books? … remember article reprints? … remember embargoes? … remember a time before Twitter?

As our clients and customers adapt to technology, so should we.

@LouisGray / @GoogleAnalytics Google Confidential and#powerofPR Proprietary More than Tools or Tactics, You Need a Plan

1. Determine business objectives 2. Define your business strategy 3. Identify key stakeholders 4. Categorize your channels 5. Set holistic KPIs

@LouisGray / @GoogleAnalytics Google Confidential and Proprietary @LouisGray / @GoogleAnalytics Google Confidential and Proprietary Google Analytics Can Help PR Firms Market Themselves

SHIFT Communications tested a new landing page & learned earned media & offline marketing (huge for PR) accounted for 20% of lead gen.

@LouisGray / @GoogleAnalytics Google Confidential and Proprietary 1. Are we measuring interactions that matter?

2. How quickly can we spot the key insights in this data?

3. How do we turn these insights into results?

@LouisGray / @GoogleAnalytics Google Confidential and Proprietary Workshop and Discussion

• What do we measure now? Minutes • What don’t we measure? 3 • Who makes that decision?

Google Confidential and Proprietary Today’s Information Journey Understand the Role of PR In the Modern Customer Journey

@LouisGray / @GoogleAnalytics Check out Customer Journey tool here: http://goo.gl/HXjwUe Google Confidential and Proprietary MICRO−MOMENTS THE NEW BATTLEGROUND FOR ATTENTION

I-WANT- TO-GO

I-WANT- TO-KNOW

I-WANT- I-WANT- TO-DO TO-BUY Grab ballgame tickets from Stubhub at work While waiting in line, 11:36am respond to IMs. 150x 1:33pm per day Add more items to the Amazon Wishlist 11:15am Use Google Maps to find the nearest food truck 1:13pm Wake up. Read email and Twitter. 6:50am On the bus, read Google Watch newest YouTube News and do more email videos from subscriptions 8:42am 7:15pm

Use flashlight app to light way for late jog. Back on bus, read up on 11:09pm Walk to bus, listen to early sports scores new music playlist 5:29pm 8:30am

Last Click

First Click

Data-Driven Understand the complete journey

of marketers surveyed 84 don’t believe that their data sources are % well integrated. Attribution: Move from channel silos to holistic business

• Think beyond a lone channel

• Think across the funnel

• Break across organizational silos Better business decisions

agree that attribution 72% enables better budget of marketers decisions

44% are not using of marketers attribution Creating a virtuous cycle

Understand the Get insights, Complete journey not data

Deliver engaging Share insights experiences with everyone

Users and More insights, Access and The full power journeys, not not more data collaboration of your data, sessions and powers smarter when and where devices decisions you need it

Understand the full Built in intelligence Share the data, work Integrations to better context of a user’s does the heavy together, and tell understand and journey across lifting and quickly compelling stories that improve each channels and devices. delivers insights. inspire action. consumer touchpoint. You Have Options for Tracking Data

1 Track nothing

2 Tracking is broken

3 Track everything not knowingTT what is important

4 Track everything & report on what is important Workshop and Discussion

Minutes • What changes with mobile? 3 • How have you adapted?

Google Confidential and Proprietary Cause and Effect: Data and Reports Four Main Reports Using Google Analytics

Audience Acquisition Behavior Conversions

Who are the Where did they What did they How did they customers? come from? do on site? convert?

Google Confidential and Proprietary Why Use Google Analytics?

1 Track Results 2 Increase Conversions 3 Add Campaigns

Identify Target Optimize Landing Maximize entire conversion Customers/Users Pages journey

Google Confidential and Proprietary Google Analytics

Start by setting a baseline, and knowing how activity compares over time.

Google Confidential and Proprietary Referral traffic can show where users come from. E-commerce tracking can even show revenue share!

Google Confidential and Proprietary Fully value and analyze media generated

How is your media converting?

Who is sending consistent traffic?

Analytics answers key questions: What sites convert best? What sites send traffic? What types of sites should we research more of?

Google Confidential and Proprietary Understand Site Traffic and User Behavior

Analytics takes away the guesswork.

See where traffic originates, where it goes, and recognize value of campaign activity, down the page.

Google Confidential and Proprietary Share custom dashboards w/ your team & stakeholders

Grab this PR pro dashboard now:

http://tinyurl.com/prprodash

Google Confidential and Proprietary And Make Launches and Events More Exciting and Active With Real-Time Analytics

Reddit.com HQ during President Obama AMA - 198K concurrent visitors!

Google Confidential and Proprietary Digital insights are beneficial to the entire organization Executives: View the contribution of the web to the bottom line

Business Intelligence: Gain deep customer insights by analyzing behavioral trends

Marketers: Understand how all digital media channels interact with each other

Webmasters: Show the value of infrastructure improvements

Product Designers/Devs: Test feature/benefit messaging

Customer Service: Reduce call center volume

Google Confidential and Proprietary Click to enter source Workshop and Discussion

• What do our campaigns drive? Minutes • What do we measure? 3 • Will clients give us the data?

Google Confidential and Proprietary Visually Appealing Dashboards 60%

of marketers said that marketing measurement tools are difficult to use - reducing cross-team collaboration

Google Confidential Our Vision

Google believes that by organizing and making data accessible and useful, amazing things are possible. We are now applying this core belief to enterprise scale marketing data. Challenges with the status quo

Google Confidential Analysis and reporting workflow

CONNECT VISUALIZE SHARE

Acquire, Explore, Share with prepare, find insights, stakeholders transform, and create visual and decision integrate the stories with the makers data data

Google Confidential Tools required at each step

CONNECT VISUALIZE SHARE

Acquire, Explore, Share with prepare, find insights, stakeholders transform, and create visual and decision integrate the stories with the makers data data

Databases Excel PowerPoint Email PDF APIs JPEG CSVs SQL R Mobile

Google Confidential Data Studio 360 solution

CONNECT VISUALIZE SHARE

Data Studio 360 workflow

Data Sources Reports Tool Tool Manage your data Create reports and dashboards - Access - Flexible reporting - Transform - Answer questions - Govern - Monitor the business

Google Confidential

Make better decisions. Empower your team to make better decisions and improve performance. Powerful integrations make it easy to bring data together, collaborate to create insightful stories, and share those stories across the organization. Data Studio Solution

COLLECT ANALYZE REPORT SHARE

Data Studio 360 workflow Data Reporting, Dashboarding Sources Analysis and Collaboration Manage your data Explore the data Create and share the story - Access - Answer - Ad hoc and recurring reports - Upload questions - Custom design - Join - Mine for insights - Dynamic controls - Transform - Access and Monitoring - Govern - Built-in sharing and collaboration Benefits of using Data Studio 360

CONNECT ANALYZE VISUALIZE SHARE

• Analytics teams can increase productivity by simplifying and unifying their workflow

• Marketing teams can make faster decisions by accessing data directly

• Insights are visually compelling through beautiful, custom reports, and dashboards

• Leverage the power of collective wisdom through greater collaboration and sharing Data Studio Example: Datasaurus-Rex

http://datastudiogallery.appspot.com/ Google Confidential Click to enter source Data Studio Example: Olympics Ads

http://datastudiogallery.appspot.com/ Google Confidential Click to enter source Data Studio Example: YouTube Channel

http://datastudiogallery.appspot.com/ Google Confidential Click to enter source Informative dashboards and reports that are easy to read, easy to share, and fully customizable.

Get Started at DataStudio.Google.com

Google Confidential Click to enter source Workshop and Discussion

• Bookmark or start with Data Studio Minutes • What reports are important? 3 • Custom views for each client?

Google Confidential and Proprietary The Right Tools. The Right Insights. Adapting measurement strategies for modern outreach Winning the moment in a multi-screen world

Sophisticated marketers who use analytics platforms are 3X more likely to outperform their peers in 3x achieving revenue goals. ...businesses that integrate multiple “sources of customer and marketing data significantly outperform other companies in terms of sales, profits, and margin. They also had dramatically higher total shareholder returns. —From a study by Harvard Business Review, 2016 ” Creating a virtuous cycle

Understand the Get insights, customer journey not data

Deliver engaging Share insights experiences with everyone

56% 45% 68% of sporting goods of home improvement of skin & body care searchers on mobile searchers on mobile influencers in the past are female* are women* 6 months were men**

@LouisGray / @GoogleAnalytics Google Confidential and Proprietary Meaningful insights and

recommendations.

Offers quick tips on how to improve

Gets smarter over time by reacting

to your feedback and how you

use it.

Helps you share insights so your

whole team can take action.

@LouisGray / @GoogleAnalytics Google Confidential and Proprietary Available today on both Android and iOS. Let machines do the work and you get the credit.

@LouisGray / @GoogleAnalytics Google Confidential and Proprietary Some Homework and Takeaways Analytics Academy

https://analyticsacademy.withgoogle.com/ Google URL Builder

Google for “URL Builder” and start tracking your outbound. Continue Learning Process

• ThinkWithGoogle.com/Tools • google.com/Trends @louisgray

• shopping.ThinkWithGoogle.com Google.com/Analytics • DataStudio.Google.com +GoogleAnalytics • google.com/surveys Thank You. @GoogleAnalytics