PRmoment Leaders PA Mediapoint PA Assignments PRCA PRmoment Awards Winners North Creative Moment Awards 2024 PR Masterclass: AI in PR

PR Analytics 2021

Location: Online
Organiser: PRmoment Events
Price: £40 + VAT normal

Why attend: Hear the latest on how data is being used in modern communications from both an agency and in-house perspective.

How it works: Please register via Eventbrite using the button below, you'll be sent the log in details for the virtual event 48 hours before it starts. All delegates will be sent a password protected recording of the session post the event.

Please note you don't need a Paypal account to purchase your ticket(s) - when the Paypal window opens below just fill out your contact details and then on the next page you can fill out your credit card payment details. So Paypal is the payment gateway but you don't have to pay from a Paypal account.

All delegates will be sent a password protected recording of the event.


3.40 pm

Intro and Welcome
Ben Smith, founder, PRmoment


3.45 pm

Understanding PR's contribution to brand and sales, relative to the rest of the marcomms mix
Anna Salter, evaluation director, Kantar

  • According to Kantar's data, 25% of sales are driven by paid and 75% are driven by organic content
  • Understanding the contribution of communications alongside point of sale, advertising, sales teams etc

A two-part Brewdog Case Study:

  • The relationship between PR output, search results and sales
  • How content helped Brewdog build its brand around sustainability and values

4.10 pm

Technology, People and Process: What you need to use data effectively
Jonny Bentwood, global head of data & analytics, Golin

  • A review of the PR analytics technology solutions available
  • Why the application of the tech, not the tech is the most important bit
  • How to buy PR analytics technology

4.35 pm

How to set up your campaign measurement using Google Analytics
Andrew Bruce Smith, director, Escherman

  • How to measure the correlation of media coverage to brand search and product search trends
  • How to measure and report the impact of media coverage on search visibility
  • How to report the impact of links and inferred links on search results using GA
  • Which Google Analytics KPIs should you report on?
  • How to track your customer user journey and/or sales pipeline through Google Analytics
  • Integrated Data Analytics: How to integrate Google Analytics, Google Search Console and Google Data Studio so that you can understand your companies full data ecosystem
5.00 pm

Real-time data lead media sell-ins: A game-changing development in the PR/journo relationship
Thierry Ngutegure, data & insights manager, Rise at Seven

  • Why data lead news generation is the future for PR
  • How PRs can now sell-in content they know is going to be trending in the next few hours
  • How to use Site Search data to inform your campaign pivots
  • Journalists want to know what is going to trend: PRs can now tell them ahead of time

5.30 pm

Data lead communications: A review of the UK Government’s Covid Communications

Claire Pimm, director, national resilience communications, UK Government

A review of the different phases of the UK Government’s communication campaigns
  • An insight into the data the drove the different campaign strategies
  • Modelling reveals how many lives have been saved because of successful UK Government COVID Communications
  • The impact of paid media compared to earned

6.00 pm

Close of event


This event is worth 20 points
towards the PRCA CPD