Why PR pros should embrace data
It’s not enough for communicators to show their worth through qualitative reports and anecdotes. This expert explains how measurement can enhance your efforts.
So, I have spent considerable time in the industry on both the business development and account management sides.
Related: Without Good Analysis, Big Data Is Just a Big Trash Dump
Along the way, the biggest pain point I’ve observed plaguing public relations is the dearth of KPIs, metrics and analytics to drive campaigns and inform smart decision-making and iteration.
The development of the Barcelona Principles is a good starting point, but traditional PR must become more data focused to yield better results and compete against other marketing disciplines.
Marketing as a whole is data-driven
With the explosion of digital marketing this past decade, chief marketing officers have become exposed to tremendous troves of data and are taking advantage of the information available to them.
Between Google Analytics and hundreds of other marketing intelligence and analytics dashboards, companies can now get tremendously drilled-down valuable insights as to where their dollars are most effective, which demographics are most interested and more.
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