It’s no secret that I am a lover of numbers. For the first few years of my career, I was constantly frustrated by the lack of real measurable metrics for the work we do, outside of media impressions and advertising equivalencies—which I think we can all agree are bunk.
But then digital marketing and communications changed my life because it allows us to track our efforts specific to an organization’s goals. And, in the work we do with SaaS companies, recurring revenue is the Golden Ticket. As machine learning and artificial intelligence have gotten smarter, so has our ability to not just track our efforts to the all mighty dollar, but to attribute first, middle, and last touch marketing and communications efforts.
We have a client that has a very robust data science team and I’m constantly asking them questions. Now tell me about this! And what happens if we do that? I don’t know if they love or hate me, but I love getting all the data I possibly can from them.
So, imagine my shock when I opened the MuckRack State of PR Measurement Report…and found that 94% of respondents measure their efforts by the number of stories placed. Ninety-four percent, y’all.
Maybe we don’t all agree that media impressions and AVEs are bunk. But I aim to fix that on today’s episode of the Spin Sucks podcast.