Brands
A deeper level of metrics and analytics than any other platform.
THE PROBLEM
Quantifying PR's Contribution
The public relations team at SEGA Europe needed a complete solution that could identify the publications that were driving business results, quantify their contribution, and report on their results and business impact.
The days of single source attribution are long gone as today’s brands are tracking several product lines, sub-brands, and campaigns simultaneously. Add in different variables and budgets constraints, and tracking can be a chaotic mess.
With several studios and brands under the parent company – and all have different strategies, budgets, and measurements of success – SEGA Europe knows this pain. The launch of The Two Point Hospital game came with high expectations, but a limited marketing budget. In addition, the corporate team was working with a new studio on new IP (intellectual property), making PR a major factor in the launch strategy.
Peter Oliver - Head of Public Relations
THE SOLUTION
PR Attribution
PR Attribution gives brands the ability to track traffic back to their site that was influenced by their earned media placements — even without a backlink. SEGA Europe applies this data in a few ways to deliver bottom-line business impact reports for their PR results. In the example with the Two Point Hospital game, the SEGA Europe PR team was able to quantify that 1/3 of all visits to the website were influenced by earned media.
Peter Oliver - Head of PR
BONUS
Prioritizing Media Efforts Effectively
In addition to quantifying overall traffic influence, the SEGA team now prioritizes their media differently than they used to. Instead of ranking media purely by impressions or reach alone, SEGA looks at how influential an outlet is at driving traffic back to their sites. This gives their team a more targeted list, and redefines their high-value targets. In fact, SEGA found that several smaller publications are much more effective in driving traffic back to their site than top-tier media; fundamentally redefining their media targeting list, outreach strategy and success metrics.
Peter Oliver - Head of PR
