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H O W T O D R I V E P R
D E C I S I O N S W I T H D A T A
Dane Wiseman, Director of Marketing
@airpr
AirPR is a PRTech company that
provides analytics, insights, and
measurement solutions for the
evolving PR industry.
D A T A D R I V E N D E C I S I O N S
Audience
Campaign Goals and Objectives
Strategy
Tactics
Tags and Implementation 
Measurement (KPIs and Metrics)
Optimization
Reports and Dashboards
AUDIENCE Audiences are publishing, sharing, and interacting with stories
and media coverage — and we are all involved in the
conversation.
PRTech now allows for feature-rich, customized reporting
dashboards with actionable insights, competitive analysis, and
metrics valued by the C-Suite.
AWARENESS ENGAGEMENT
THE SCIENCE OF PR
AIRPR.COM
REACH MORE
POTENTIAL
CUSTOMERS
BUILD AND
ENGAGE WITH
YOUR AUDIENCE
CONVERT AUDIENCES TO
SIGNUPS/TRANSACTIONS
CONVERSION
Campaign Goals and Objectives
What are your business goals?
Drive product
and brand
awareness
across key
industry
publications
Engage with
key influencers
and
target audience
across digital
channels
Research,
plan, and
publish
unique and
relevant
content
5 0 %
20%30%
E X A M P L E S T R A T E G Y
THE SCIENCE OF PR
AIRPR.COM
SolutionsPESO Model (Tactics)
THE SCIENCE OF PR
AIRPR.COM
Tags and Implementation
THE SCIENCE OF PR
AIRPR.COM
PRTech - Tags and Implementation
How to Drive PR Decisions with Data - Dane Wiseman
How to Drive PR Decisions with Data - Dane Wiseman
O P T I M I Z A T I O N
1. Strategy/Tactics
2. Activity
3. Measurement
4. Insights
5. Repeat
Give me your data,
your widgets, and
your reports.
-Dashboard
P R R E S O U R C E S
PRTech Prep Course: 30 days to improve digital IQ and
increase data literacy
AirPR blog
PRTech.co
Spin Sucks (book and blog)
PR measurement 101
The Information Diet: A Case for Conscious Consumption by
Clay Johnson
T H A N K Y O U !
Dane Wiseman, Director of Marketing
dane@airpr.com
@airpr

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How to Drive PR Decisions with Data - Dane Wiseman

  • 1. H O W T O D R I V E P R D E C I S I O N S W I T H D A T A Dane Wiseman, Director of Marketing @airpr
  • 2. AirPR is a PRTech company that provides analytics, insights, and measurement solutions for the evolving PR industry.
  • 3. D A T A D R I V E N D E C I S I O N S Audience Campaign Goals and Objectives Strategy Tactics Tags and Implementation  Measurement (KPIs and Metrics) Optimization Reports and Dashboards
  • 4. AUDIENCE Audiences are publishing, sharing, and interacting with stories and media coverage — and we are all involved in the conversation. PRTech now allows for feature-rich, customized reporting dashboards with actionable insights, competitive analysis, and metrics valued by the C-Suite.
  • 5. AWARENESS ENGAGEMENT THE SCIENCE OF PR AIRPR.COM REACH MORE POTENTIAL CUSTOMERS BUILD AND ENGAGE WITH YOUR AUDIENCE CONVERT AUDIENCES TO SIGNUPS/TRANSACTIONS CONVERSION Campaign Goals and Objectives What are your business goals?
  • 6. Drive product and brand awareness across key industry publications Engage with key influencers and target audience across digital channels Research, plan, and publish unique and relevant content 5 0 % 20%30% E X A M P L E S T R A T E G Y
  • 7. THE SCIENCE OF PR AIRPR.COM SolutionsPESO Model (Tactics)
  • 8. THE SCIENCE OF PR AIRPR.COM Tags and Implementation
  • 9. THE SCIENCE OF PR AIRPR.COM PRTech - Tags and Implementation
  • 12. O P T I M I Z A T I O N 1. Strategy/Tactics 2. Activity 3. Measurement 4. Insights 5. Repeat
  • 13. Give me your data, your widgets, and your reports. -Dashboard
  • 14. P R R E S O U R C E S PRTech Prep Course: 30 days to improve digital IQ and increase data literacy AirPR blog PRTech.co Spin Sucks (book and blog) PR measurement 101 The Information Diet: A Case for Conscious Consumption by Clay Johnson
  • 15. T H A N K Y O U ! Dane Wiseman, Director of Marketing dane@airpr.com @airpr