Analytics

Analytics refers generically to the systematic analysis of data as well as to the set of tools employed in that analysis. In public relations, analytics have become important tools in the evaluation of online public relations. Analytics are used in progressive research (monitoring online activity while a public relations initiative is under way) and evaluative research (determining the overall success at the conclusion of a campaign).

The Digital Analytics Association (formerly the Web Analytics Association) defines analytics as the “measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing [digital] usage.” As reflected by the organization's name change in 2012, today analytics are applied to a wide range of digital media, including mobile communications and applications.

Analytics are rooted in the ability of these digital systems to track and report user actions in real time. Various firms track digital user usage, including mainstream media research firms, ad networks, and the specialized sites that monitor website, blog, and mobile app activity.

Google democratized analytics in 2005 by providing free information about activity on various websites to site operators and advertisers. Today, similar information is readily available from media sharing and social networking sites used in many public relations programs. Consultants can assist organizations in interpreting the mountain of information available from these various sources as well as data resulting from an organization's own digital activities.

Early analytics focused on website traffic and usage and employed embedded devices, such as logfiles, cookies, and page tagging. Today, information also can be culled whenever a visitor registers on a website, downloads an app, or provides information compiled in a database (such as when requesting information or making a purchase). In many jurisdictions, organizations have both an ethical and legal obligation to disclose how they intend to use the information they collect. This is particularly important if analytics are used to profile a user (techniques known as predictive modeling and behavioral targeting).

Analytics most commonly take the form of counts or ratios (computed by dividing one count by another count). Generally, the focus is on measuring a key business or communication success strategy— often called a key performance indicator (KPI).

The specific measures that are important vary by the type of content (website, blog, text or microblog messages, wiki, app, etc.) but generally focus on either breadth of exposure or depth of user engagement. Examples include the number of messages opened/viewed, visits/sessions, unique visitors/audience members exposed to message, and duration of time spent with the message. Other metrics trace the type and identity of a referring source. Here special emphasis is placed on the number of click-throughs from one source or message to another as well as click-through ratios.

Content engagement can include measures, such as the number of comments, corrections or updates, replies or favorable ratings, and/or messages saved, printed, or shared. Other measurements are exit page ratios, single-page visits, and bounce rates (visitors who depart with minimal engagement). Conversion ratios represent the percentage of visitors completing a targeted action, such as requesting information or ordering a product. Assuming sufficient information is available, analytics also can calculate cost per transaction and return on investment (ROI).

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