AirPR is offering new technology to help PR professionals better measure the impact of earned, owned and shared media placements such as whether sign-ups increased or sales were boosted.
Dane Wiseman, director of marketing, explains that only 20% of article placements contain a link back to a brand’s website. This creates a problem for figuring out what media best contributes to the goals of a campaign.
AirPR, through its proprietary web crawlers, is able to track mentions of a brand or other keywords regardless of whether a link is present in the placement as well as benchmark against competitors since publicly available, third party data is being collected. Social media sites such as Twitter and Facebook are also searched.
The software monitors more than 700 million articles across the web each day, processing 10 terabytes or 10,024 gigabytes of data, and then passes this info through AirPR’s attribution model.
Automated monitoring and measurement is presented in the program’s dashboard. Details include trends over time, competitive analysis, and top performing messages and content.
“AirPR empowers PR pros to look good on the job,” Wiseman said.
As a certified Google Analytics partner, AirPR provides full integration into a brand’s Google Analytics account. It also works with Adobe Analytics, which offers a higher level of information on user traffic than Google’s software.
AirPR has just raised $5 million in Series B funding and $10 million to date. The Series B was mostly contributed by Storm Ventures, the company behind Marketo marketing automation software.
Salesforce Ventures is also a new investor. Previous backers Mohr Davidow and Correlation Ventures have continued their involvement.
“I’m excited about the overall investment from venture capitalists and tech companies and the major pivot toward the measurement side,” Wiseman said.
Sharam Fouladger-Mercer is CEO of AirPR, which he co-founded in 2011. Previously he was an Entrepreneur in Residence at Shasta Ventures, an early-stage venture capital firm focused on companies in the consumer Internet, mobile and software sectors.
Rajagopal Sathyamurthi is CTO and co-founder with Fouladger-Mercer. He had been a technical director at Dreamworks Animation and a software engineer for Zynga.
AirPR has 30 employees. Current clients include Qualcomm, GoDaddy, Experian, Hulu, Kiva, LeanIn.org, McGraw Hill Education, Edmunds.com and Charles Schwab.