Enhancing Appen’s PR Measurement for Greater Business Impact

Challenge

At the start of th PR program, Appen was looking for new marketing metrics as SOV was not proving to be enough to produce the KPIs that drill down into the business.

Solution

Created an enhanced measurement program that could accurately track the impact PR efforts had on both Appen’s overall brand visibility and their business results, include lead generation and organic/referral traffic. SourceCode worked with the Appen team to identify the most meaningful metrics to track QoQ, including key message pull through, spokesperson pull through, Power of Voice and more.

Results

Created a comprehensive pivot table for measuring Power of Voice

Showcased how published coverage correlated to organic site traffic through Google Analytics analysis

Incorporated insights on key message pull through performance to inform pitching narratives and content