It's high time that communications – as an industry – takes the mystery out of analytics.
The dialogue around analytics has long been elusive and jargon-filled, often generating more questions than answers. So now we need to clarify what analytics means to us and how it can be applied to truly elevate the quality and scope of public relations.
It's true that many in the industry have embraced analytics. But even among this group, some only look at the social ...