The afternoon squeeze – Which online metrics should I use?
PR pros spend a lot of time reporting data back to management about campaign results. More often than not, data from Internet sources creep into the equation.
The information can come from internal sources such as a webmaster who can answer questions like:
– How many unique visitors accessed the press release we posted today?
– What was the increase (or decrease) in traffic to the home page on the day of a major announcement versus the average daily volume?
– How many times has a hi-res editorial .jpg image been accessed from the press center?
Web technologies are evolving, however, and PR pros need to understand which data are important to track and communicate and what technologies may influece the results. For example, Flash and AJAX have limitations over traditional HTML sites.
The latest issue of BusinessWeek includes an interesting article about online metrics and how some Internet start-ups are having to provide more explanation about Web technologies to VCs when shopping for investors.
Some helpful resources from the article include:
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