Case Study: 23andMe achieves measurable website actions and ROI with Onclusive's PR Attribution™

Using PR Attribution™ to Drive Key Business Outcomes

23andMe, the personal genomics company, needed a way to tie earned and owned media to real business outcomes. Katie Watson, VP Communications, sought more than article counts and reach—she wanted to know which messages, campaigns, outlets and reporters actually drove website visits, actions and sales. To solve this gap they turned to Onclusive and its PR Attribution™ capabilities.

Onclusive applied its PR Attribution™ platform (backed by a proprietary newscrawler, publisher relationships and NEO Messaging™) to connect earned coverage to both direct and indirect website traffic and actions. The insights showed which content and outlets moved the needle—e.g., 23andMe discovered its owned blog and a local site (MySanAntonio.com) outperformed tier-one outlets like CNBC and Fortune for a Type 2 diabetes launch—and that using a specific industry expert increased website activity. With Onclusive, 23andMe now measures website traffic, website actions and sales by coverage source, optimizes messaging and media strategy, and shares fast, executive-ready ROI insights.

23andMe

Katie Watson

Vice President