How do you use your data analytics to measure success? Johna Burke, Global Managing Director AMEC (Association for the Measurement & Evaluation of Communications), discusses PR analytics and AME’s Say no to AVEs (Advertising Value Equivalent) campaign. Analytics are an essential part of any communications plan, and this episodes explores which metrics you should be looking at and why. After all, “a million impressions doesn’t mean that a million people were impressed”. Listen in for some great insights on how to use your use your data to provide your company with valuable analytics.