Only 13% of communicators say they are confident in their ability to demonstrate how their work drives business outcomes.1 In an ongoing effort to build state-of-the-art solutions for communications professionals, Cision announced today that it has expanded its attribution technology in Cision Impact to help communicators better align PR metrics with business results.
Cision Impact enables communicators to measure the impact of earned media and marketing programs by better understanding how they are influencing buyer behavior. Communicators can see demographic, firmographic and engagement data for viewers of their earned media and track conversions to website traffic, inbound leads, shopping cart purchases and more. They can also leverage data to retarget earned media audiences to help drive sales leads.
“The number one challenge and opportunity for communicators is showing their executive team and other stakeholders how the company’s PR efforts connect to the bottom line,” said Maggie Lower, Chief Marketing Officer at Cision. “Our latest enhancements to Cision Impact provide deeper data on reach and engagement of earned media to demonstrate true ROI and shine a spotlight on the importance of investment in PR.”
The following updates further Cision Impact’s delivery of actionable, outcome-oriented data that communicators need to underscore business value:
- Conversion Rates to calculate the percentage of earned media audiences who engage with a company’s owned content (website, blogs, etc).
- Conversions over Time to understand when earned media audiences interact with owned content.
- Attribution Drilldown to access daily earned media viewership data broken down by article, outlet and journalist.
- Dashboard Integration to bring verified viewership data into Cision’s New Generation Communications Cloud Dashboards.