Definitely, here's a post worth some study by PR people: Justin Cutroni is Analytics Advocate at Google and he clearly knows a great deal about Google Analytics, a free tool for measuring web traffic. We've always wanted to do more with Analytics and now, with Justin's prompting, we likely will.
With the PR world becoming increasingly digital, gauging the origins and interest levels of visitors to PR-related websites is a measurement challenge Google Analytics can definitely help you meet. Justin's post, prompted apparently by a talk he gave recently to a Champlain College PR class, is a generous contribution to understanding Analytics' value as a feedback tool.
Added at 5:20 p.m., EST: While Google Analytics is the appropriate starting point for appraising your web traffic, Website magazine, a great resource, advises that "While analytics are a good starting point for figuring out which site elements need to be revamped or tested, customer feedback gets straight to the point by telling merchants exactly what a site visitor liked or disliked about their shopping experience. This type of insight can be used to quickly implement adjustments to a Web store in order to optimize the user experience."
Website magazine goes on, at the same url, to list "10 Platforms for Obtaining Customer Feedback." There truly is a fair amount of study here to determine how you're being perceived/received from the web. This is the new digital era, folks.
Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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