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.
Agenda:
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
