Analytics has become an irreplaceable tool in most every aspect of business, including marketing communications and PR. Data analytics tools such as media monitoring and measurement services gather enormous amounts of information. With better, more integrated analytics, PR and marketing departments can reach decisions based on facts, better target marketing communications, and tell more credible stories.
Some executives are under the impression that marketing and PR measurement can be an automated process with little need for human analysis. That’s a myth that needs to be deep-sixed. Automatically generated numbers alone have little power – and may, in fact, lack validity. For effective data-centric marketing and PR, skilled professionals must assess and interpret the data, report their insights, explain the import and recommend actions.
Obviously, a staff skilled in interpreting data and performing analysis and measurement are crucial to data-centric marketing and PR. But, not so obviously, there’s also need for experts who can weave the data into a compelling and convincing story.
What kind of people should PR and marketing departments and agencies add to their teams? What skills and backgrounds should they bring to the table? To find those answers, Think with Google interviewed analytics and measurement experts.
Organizations often seek statisticians and data scientists. That strategy typically generates numbers without insights. They report the numbers but often don’t have the business experience to interpret the data or recommend what should be done in response.
Enter the Data Storyteller
A data storyteller, or marketing measurement analyst, is best qualified to deliver the full benefits of data analytics. They have varied backgrounds but have a sense of curiosity, attention to detail and a high degree of adaptability, says Kara Osborne, director of insight and intelligence for Carat USA.
They possess a knack for numbers, but also understand business strategy and are superb communicators. They may be full-time employees or outside consultants.
Marketing & PR Benefits from Data Analytics
Experts offered Think with Google these recommendations to gain the full benefits of data analytics.
Welcome change. Consider changing your organizational structure to create a smother decision-making process. Google assigned its analysts to business leaders, abandoning a round-robin approach. “Now the business heads know who to ask, and each analyst has a deeper understanding of the needs and opportunities within their area of the business, so they can provide more meaningful analysis,” says Sandy Scott, Google’s product marketing manager and SMB marketing analytics lead.
Invest in resources. Support your team with the right tools and consultants who provide expertise and a fresh perspective. Augment your internal analytics with third-party experts, who are probably up to date on the latest trends.
Be adaptable. Your tools and staff should be prepared to adapt to changing needs. Be willing to update resources and reorganize the team’s workflow when needed.
Inspire curiosity. Foster a data-inquisitive culture. Encourage team members ask questions and provide recommendations.
And here are CyberAlert’s additional suggestions:
Assemble valid data. Look to multiple data sources including sales figures, website traffic, media monitoring, call-center feedback and analysis, surveys, vendor reports and any other available data. Check the data for accuracy. Any data used in marketing communications or PR must be irrefutable. If possible, aggregate the data in one integrated dashboard.
Establish Data Connections. Connect data from different sources to start identifying the story. One data source seldom reveals the story.
Look for the story inside the data. In data-centric marketing and PR, the data isn’t worth much unless it can tell a story – or assist in guiding decision-making. Push your people to tease out the story that the data is telling.
Communicate the story. Statisticians and data analysts are seldom good communicators. Use a seasoned storyteller (such as PR staff or consultants) to create an inspired story based on the assembled data.
Bottom Line: Skilled staff is required in order for brands to obtain the full benefits of data analytics. In addition to people with statistical skills, data-driven marketing requires staff who understand business strategy and can communicate well so that they can deliver actionable insights. Despite a reputation as being data-averse, PR professionals can take advantage of their communications skills to tell data-centric stories for both marketing and PR.
William J. Comcowich founded and served as CEO of CyberAlert LLC, the predecessor of Glean.info. He is currently serving as Interim CEO and member of the Board of Directors. Glean.info provides customized media monitoring, media measurement and analytics solutions across all types of traditional and social media.
