levelling up to the needs of the marketing dept. & the boardroom
DESCRIPTION
In today’s data driven world, PR must keep pace with the speed of wider business planning and decision making. To feed the right intelligence and insights to the marketing department and up to the board room requires that comms professionals move beyond measurement for self-justification. More than ever data gathered must help to inform present and future strategy rather than provide a rear view mirror on what’s happened. These slides will look at fresh survey data commissioned by Hotwire that addresses how comms professionals are using data today and the critical views of marketing professionals.TRANSCRIPT
Wednesday 12 April 2023
Levelling up to the needs of marketing and the boardroomAMEC Measurement Week
Welcome
“I have been struck again and again by how important measurement is to improving the human condition.”
Bill Gates
Agenda
• Intros – our panel
• Background of research
• Hotwire research and discussion
• Q&A
Group CEO, Hotwire Co-Founder, Question and Retain Group MD, Political Intelligence Ex-Head of Europe, Alibaba
now CEO of Tradewise
Meet the panel
Brendon Craigie Imogen Osborne Nick Lansman James Hardy
#HWdata @hotwirepr
Join the conversation
@hotwirepr @brendoncraigie
#HWdata #AMECatwork
Let’s dive in
Dissecting data usage
Planning has surpassed
measurement as the primary use of
data in PR and comms
51% use PR and social media data to inform future
campaign and communications strategies
Which of the following best describes how you primarily use PR and social media data in your organisation?
#HWdata @hotwirepr
Data insights
Comms departments have
mastered data as a planning tool
83% think data is used effectively
How effectively does your communications department use data and insights to inform strategy and planning?
#HWdata @hotwirepr
Data ready?
There’s no place to hide: marketers
have skills, tools and capabilities to
understand data79% agree with this statement
“My organisation is well equipped to extract meaningful insights from PR and social media data it collects”
#HWdata @hotwirepr
Always on?
Despite a 24/7 media, a 9-5
mentality is still ingrained in PR
and comms53% only said their team is "always on"
and can act in real time
Is your communications team able to act on data from events and insights in real time (e.g. immediately) if required?
#HWdata @hotwirepr
Trust in data
Healthy scepticism: data without insight
and experience provides only a
partial view49% don’t completely trust their own data
How much trust do you have in the accuracy of the data and insights that comes out of the following functions?
#HWdata @hotwirepr
Questions
Let’s chat…
@hotwirepr @brendoncraigie
#HWdata #AMECatwork
