How To Utilize Analytics to Narrow Blog Coverage Focus- DIY PR

Analytics provides data about the individuals who visit an artist’s professional
website and social media sites. Analytics provides information about bounce rates (how
long a user stays on select pages of the site), the number of unique and repeat visitors to
the site, and how the visitors accessed/found the site (via search engine, referral page, or
through direct URL entry). The two most important pieces of data for PR professionals to
pay attention to, which can be extracted from analytics reports, are geographical and
demographic data.
Geographical Focus
Analytics, in relation to pursuing PR strategies for artists, helps determine what
the most appropriate resources to target, on behalf of the artist, are. Analytical data, about
where the majority of visitors are from, helps to narrow focus on which resources (in
specific geographical areas) would be most appropriate to target. Geographical analytical
data typically consists of displaying which cities, states, and countries the artist is most
popular in. Knowing that an artist has a proven demand in a particular geographical
location enables the PR professional to focus on obtaining more coverage in that area (to
stimulate more buzz about the artist). Knowing the geographical locations that the artist is
most popular in also enables the professional to focus on expanding the artist’s consumer
base in surrounding geographical areas (based on psychographic similarities between
individuals in regions of close proximity to one another).

Demographic Focus
Analytics also provides insight into the demographic composition of the artist’s
true target market. The key information that analytics provides insight into is about
visitors’ ages and sex. If the artist’s target market was initially defined improperly or was
fairly uncertain (due to the artist being at a moderate to low level in their career),
analytics will help the artist and the PR professional re-define, refine, and develop the
most appropriate market(s) to focus on. The utilization of analytics, to monitor and/or
adjust the artist’s target market, will cause PR efforts to be more successful. Efforts will
be more successful because the most appropriate resources will be contacted, which will
subsequently increase the amount of responses from and coverage by resources (due to a
greater understanding of the resources’ demographics and what kinds of materials they
are looking to cover).
This demographic information could also lead the PR professional to focus
efforts on different markets that might not have been considered initially when
developing the artists’ campaign. For example, if the artist’s initial target market did not
include females from the ages of 18-24 (because the artist and PR professional did not
believe the artist’s music would appeal to them) and analytical data shows that the
majority of their visitors are within that target demographic, additional and different
resources that serve that specific market could be reached out to (to increase awareness of
the artist amongst other individuals within that market).