‘PR Needs To Get Acquainted With Analytics’ – ‘Business 2 Community’ Article
Tori Sabourin says, “It’s no secret that PR professionals have a TON of data available to them at any given time. From social media stats to website traffic, the data is there…they just need to know how to use it.
In Econsultancy’s 2014 Measurement and Analytics Report, researchers found that among “digital business professionals,” using digital analytics tools was said to be one of the top three areas of skills deficiency. Second and third on the list were statistical modeling and conversion rate optimization, respectively. Now we’re not saying that every PR professional needs to become a statistician overnight, but agencies need to take note: PR professionals want (and need) analytics training to be successful at their jobs“.
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