That’s why AirPR, the PR marketplace and technology platform, is launching a new analytics platform that aims to restore some of that trust — or at least give companies and their CMOs a greater degree of insight into both the value of PR and how to increase PR performance.
Over the last six months, AirPR has worked to productize this data-driven insight into the PR process, ultimately resulting in an analytics platform that can potentially help PR professionals and companies alike measure the effectiveness of their campaigns. Launching this week, AirPR “Analyst” as it’s being called, attempts to enable companies to track PR efficacy at a more granular level — all the way down to revenue impact.
“The only thing missing from the large marketing clouds of Adobe [read: Omniture] and Salesforce is PR,” the AirPR founder contends. And, while you can rarely trust a founder to be honest in the assessment of their own company, he has a point there. Every company has a line item for advertising and PR spend, and thanks to giants like Omniture, most companies know exactly how an increase or decrease in that advertising spend effects its bottom line.
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