Post by: IBA International in Strategy
Marketing managers are still finding it difficult to justify the cost of PR and marketing services when the ROI is so vague and shrouded by some 170 different types of metrics the DMA found to be in use. With this…
Post by: IBA International in Strategy
A year ago the IBA team decided to bust the PR agency myth around "media engagements" vs. actual PR metrics and results. We've sat on too many multi-agency reporting calls only to hear some of the "industry leading" agencies explain…
Post by: IBA International in Strategy
Getting the full picture of PR campaign success can benefit the marketing manager who deployed it, should be used to inform sales & marketing strategies and impact planning at the business level. Metrics from PR campaigns can be gauged on…
Post by: IBA International in Comment
Focus on high UVPM and audience figures can mean missing key buying personas Digital marketing has transformed B2B PR and communications – and rightfully so. PR has increasingly had to become a lead generation tool and the C-suite want quantifiable…
Putting vanity metrics in perspective: The power of meaningful data-driven insights to boost marketing effectiveness