How do you use data to measure your PR?

There is no magical formula to measure the effects of your PR. Everyone, including you, will need to experiment to get it right. Also, just creating a dashboard and looking at weekly numbers isn’t enough. You’ll also want to interrogate the data.

For example, you could ask the following set of questions:

• Why did more traffic come from Facebook this month?
• Which promotional channels are most effective?
• Did the new headline-writing tactics pay dividends?
• Why is email deliverability down?

Basically, having an inquisitive outlook is crucial. Or more importantly, ensure your studies aren’t always backward-facing but rather forward-facing. Essentially, you should be focusing on how you can