SAN FRANCISCO: Tech company AirPR has unveiled an analytics platform to help PR professionals measure the effectiveness of campaigns.
The product, called AirPR Analyst, provides insights in three areas: engagement, awareness, and optimization. It showcases metrics such as web traffic, number of articles published, social media conversation, performance of core messages, and how online interactions are driving company sales.
Users can also customize some of the metrics and compare performance to their competitors.
“[AirPR Analyst] cuts through the noise fast and offers top-level insights around the data that actually matter to the business,” said Rebekah Iliff, director of product at the San Francisco-based company.
AirPR spent more than a year developing the product and gathering feedback from PR and communications professionals.
“With AirPR Analyst, senior PR professionals will be able to use data-driven analytics to engage in strategy and budget discussions with their peers at the marketing planning and assessment table,” said Harry Clark, managing partner at Stanwich Group and senior counselor at Brunswick Group, via email.
The platform does not provide insights on PR efforts such as crisis communications and reputation management.
AirPR Analyst is the company's second product. Earlier this year, AirPR launched a marketplace that matches startups with PR representatives.