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Measurement Week series: Q&A with Czar Yobero, media data analyst

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Yobero

AMEC Measurement Week presented by Cision and Vocus kicks off in New York City in a mere 12 days. (Be sure to register if you haven’t already!) In anticipation of this free, five-day event, we thought it would be insightful to interview some of Cision’s own data and analytics professionals and get you thinking about how measurement applies to your job, campaigns or brand. We continue our Measurement Week series today with a Q&A with Czar Yobero, media data analyst in Cision’s Research Department, based in Chicago.

Hey, Czar. Can you tell us about your role as media data analyst—what you do and what projects you work on?
My role as a media data analyst is to leverage raw data to gain a better understanding of all types of media (although mostly digital and social), identify trends and help improve Cision’s product line.

I recently finished working on improving Digital Reach, which is Cision’s proprietary methodology for estimating a site’s unique visitors per month.

Can you tell us what Digital Reach is and why the algorithm needed updating?
Digital Reach is how we at Cision calculate a site’s unique visitors per month based on that site’s social media sharing activity—Facebook shares, Twitter shares, Google+ shares, etc. While we didn’t make any conceptual changes, we updated Digital Reach to make it more accurate. We want to ensure that our numbers are as accurate as possible.

How does Digital Reach help PR people do their jobs?
One way Digital Reach helps PR people do their jobs is by helping them analyze the impact of their campaigns. Since it’s an audience metric, it helps them determine how many people their stories or campaigns potentially reached.

I’m told you don’t have a traditional PR or marketing background, but we can’t underscore enough how vital your role is to our company and industry. Can you tell us why data and analysis is important for PR and marketing organizations?
I think data analysis is important in all fields, even (and especially) in a historically qualitative field such as PR and marketing. Data analysis allows us to spot trends and gain deeper insight than we otherwise could with just raw data. It’s especially important in the PR and marketing field because it helps us measure, and more importantly, potentially improve future results in an objective manner.

Can you speak to this qualitative-quantitative divide in measurement, and what practices and takeaways you are hoping to bring to PR and marketing measurement?
There definitely is a qualitative-quantitative divide in PR and marketing measurement, though it probably won’t come off as a revelation that this divide is shrinking thanks in part to the Big Data revolution. PR and marketing measurement is no easy feat. Part of it is because a lot of what you’re trying to measure is qualitative or intangible, but another part of it is because I think PR and marketing measurement is still a relatively nascent concept. Even if we were working with strictly quantitative data, I think we’re all still trying to experiment and figure out widely accepted techniques for measurement.

My hope is that there’s more intermingling of left-brained and right-brained people in the PR and marketing industry. I think that’s one way we can improve PR and marketing measurement. You need people who know the needs and wants of PR professionals as it pertains to measurement, along with people who have the quantitative skill set to deliver the right solutions.

Why are social metrics so important to track when it comes to PR and media?
Social metrics are important to track when it comes to PR because there’s obviously been a shift in focus from traditional media to digital media. Social media has become a very important part in the work that PR professionals do, and I think that tracking social metrics is simply a response to changing industry trends. Also, I think we’re sitting on a goldmine when it comes to the kind of data we have access to. Privacy concerns aside, the data that sites like Facebook and Twitter provide can give us valuable insights into human psychology and behavior. It’s hard not to take advantage of that data.

Can you tell us something really interesting or nerdy about yourself?
Something nerdy about me: I bought a book on math proofs just to do ‘for fun.’ I think it’s more pretentious than nerdy, but I guess I consider it my version of Sudoku or crossword puzzles. I’m sure my phone will be blowin’ up once the ladies read this. #AintNoShameInMyGame

For more data and analytics tips, be sure to check out the sessions we’re hosting during AMEC Measurement Week.

About Teresa Dankowski

Teresa Dankowski is a content marketing manager at Cision and covers best practices in marketing, PR and social media. She enjoys printmaking, wine, TV and dominating at rec league softball.

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