We have to measure PR results to business goals. You can measure your efforts with tools such as Google analytics, DoubleClick Ad Planner or WhoReTweetedMe, but I’d take it one step further. From there, you have to combine the data you get in there with a client’s customer relationship management software, their email marketing software, and their ecommerce software. Without access to all of those things, you are only scratching the surface.
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