Heather Hopkins at Hitwise is offering some serious metrics that can help in evaluation of on-line PR programmes.
This week I focussed on the issue of using online usage data (search term volume and content and site visits) to improve the measurability of offline advertising and brand awareness. This week, we published a research report with Yahoo! Search Marketing and i-level (a digital agency in the UK) on this very topic. The research uses three case studies (Orange Shop, Sky and The AA to compare ad spend, creatives and online activity with online behaviour using Hitwise data on search terms, clickstream and visits.