MEPRA Academy: Data Driven PR & Google Analytics

Gone are the days of relying on instinct to develop a communications campaign or strategy. In today’s PR world, data collection and measurement has become just as important as creativity and building relationships. This course will help communication professionals discover how data through Google Analytics can provide insights to help brands inform strategies and even help predict whether a campaign could be successful before going live.

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AED1,500 for Members
AED2,500 for Non-Members Ticket

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This course lifts the lid on Google Analytics for public relations professionals. It provides an introduction to data-driven PR and an insight into how to use Google Analytics to measure and prove the value of PR and social media activity. This course is suitable for anyone that wants to make better use of data contained in Google Analytics to create more effective and valuable PR programmes.

What to expect

  • live walk through of all aspects of Google Analytics
  • practical exercises and group discussions
  • insight from a trainer who is a specialist online PR, SEO and analytics consultant.

Course objectives:

Participation in this course will help you gain skills and knowledge on:

  • the full range of reports built into GA
  • how to properly set up a GA account
  • attribution analysis (how to prove the direct and indirect contribution PR and social media makes to goals and objectives)
  • types of goal and objective that can be measured via GA
  • how to create custom reports
  • how to make use of GA’s real time analytics functionality
  • alerts and trigger

Training level:  Intermediate

To enrol in this course, please register online or email
For any additional inquiries, please call Sabrina De Palma, our Executive Director, on +971 55 5318 920

Facilitator: Andrew Smith is Managing Director of Escherman, a specialist digital PR, SEO and analytics consultancy in the UK. With a career spanning 32 years of public relations and journalism, he has developed and implemented many highly successful strategic digital PR and marketing communications programmes for some of the world’s biggest brands including IBM, CapGemini, Apple and Checkpoint.

He is a co-author of ‘Share This’ and ‘Share This Too’ (publisher: Wiley), practical handbooks to the biggest changes taking place in the media and its professions. Commenting on the first volume, Lord Sugar said: “This book is a useful guide to using social media effectively”.

Andrew is currenlty a trainer and consultant in social media, analytics, SEO and digital marketing for the Chartered Institute of Public Relations (CIPR), the Public Relations & Communications Association (PRCA), the Media Trust, the Incorporated Society of British Advertisers (ISBA), the Amber Group, Understanding ModernGov and the SMi Group. He has consulted or provided training to over 600 organisations in the last seven years including NATO, the Department of Environment (DEFRA), NHS, Specsavers, Sky, Jaguar Landrover, Disney and many others.

He has also provided analytics and digital marketing training to numerous charities and charitable foundations including Wellcome Trust, Alzheimers Society, Cure Parkinsons, Dogs Trust and Blesma.

Andrew has been a consistent digital innovator, being among the first UK practitioners to exploit email (1991), the World Wide Web (1994) and Twitter (2007). Described as the “de facto godfather of PR blogging”, he is a regular speaker and media commentator on the integration of PR with social media, search optimisation and analytics. He is a member of the CIPR’s Measurement Panel and also holds the Google Analytics Individual Qualification as well as being an approved Google Partner in search advertising.

Accreditation: MEPRA has partnered with UK’s Chartered Institute of Public Relations (CIPR) to establish a continuous professional development (CPD) program. MEPRA members will receive access to CIPR’s CPD platform, which includes more than 1,200 learning resources and enables practitioners to map their training journey and earn their way to becoming MEPRA and CIPR Accredited Public Relations Practitioners. This course is worth 10 CPD points. For more information on CPD and accreditation click here.

Please note that there are no cancellations & refund upon confirmation.

Agenda and speakers

  • 2/20/18 9:00 - 2/20/18 4:30
    Data Driven PR & Google Analytics

    Andrew Smith

Register now

Bookings are closed for this event.