Vocab-schmocab
The number of goals reached divided by the number of unique visitors to a site
What is a conversion rate?
An example of this global standard of PR measurement would be: Adrian, a PR professional with Ogilvy, developed a campaign to recruit college seniors. Right from the beginning, Adrian kept in mind that they would have to demonstrate the value of PR and its contributions to the client's overall organizational mission.
What is the Barcelona Declaration of Research Principles?
An experiment in which one group of participants is randomly assigned to see one version of a message and another group is randomly assigned to see a second version. Results are then compared to test the effectiveness of message variations.
What is A/B testing?
Data on user behavior that is collected or aggregated by one organization and sold to another
What is third-party data?
As defined in the PRSA Code of Ethics, this means "we provide objective counsel to those we represent" and "we are accountable for our actions."
What is independence?
This is the percentage of visitors who visit a site but then leave the site instead of continuing toward other goals as defined by the strategist
What is bounce rate?
A past chairman of the AMEC, he said the Barcelona Princples are still the standard today.
Who is David Rockland?
A research method where trained moderators may lead discussions with small groups of carefully recruited participants who must respond to prompts
What is a focus group?
These kind of outcomes have to do with affect, emotion, favor or disfavor toward an organization, brand, product, service, idea, or any other attitude object.
What are attitudinal outcomes?
These computer programs automatically send unsolicited email or post comments in online forums.
What are spambots?
A text file stored on a user's computer that is used to track and remember the user's activity online
What is a cookie?
The first of the Barcelona Principles says that goal setting and this are fundamental.
What is measurement?
When an editor or reviewer reads through copy and offers feedback, they're helping with this.
What is message testing?
Measuring this outcome looks at donations, advocacy actions, even attendance, membership, volunteerism, and sales.
What is DO?
Using computer programs to automate the process of testing digital messages such as promotional copy
What is automated copy testing?
A kind of service that monitors print and electronic media for mentions of clients in local, national or international media
What is a clipping service?
What are Advertising value equivalencies?
What is FEEL?
The conversion rate for an online ad that is shown to 350 people but only 35 click on it.
What is 10%
You can measure this outcome by looking at Medium views and reads, page views and likes on Facebook, followers on Twitter, website traffic, email signups, RSS subscriptions, and advertising impressions
What is SEE?
A method of message testing to compare how various combinations of message factors lead to various outcomes
What is multivariate testing?
This kind of research method is important because it helps explain the quantitative data gathered.
What is qualitative?
These tests use magnetic fields to generate images of brain activity, including responses to communication and media stimuli
What is functional magnetic resonance imaging?
Aurora, a media specialist with Radley, is packaging an online promotional sale of its newest women’s high-end handbag. She tracks 1,000 visitors to her website. The data show that 700 visitors leave the site after seeing the first page. What is the bounce rate percentage in this scenario?
What is 70%?
When John uses the same measurement tactics he employs for business performance evaluation on the nonprofit Habitat for Humanity, he is using an evaluation tactic that looking for this.
What are organizational results?