Why measurement is meaningless without a careful data strategy
Here’s how to ensure the metrics you track tie to tangible business impact.
“It is relatively easier to teach communications to a data person than teach data to a communications person,” quipped my communications colleague as we introduced each other my second day on the job a few years ago. I had just joined the Global Communications team in IBM after 20+ years of working on all things data for IBM’s sales, marketing, finance, and enterprise transformation.
I was excited about the opportunity and the journey of data-powered transformation for PR/Communications business processes.
Having come from the business side of data, I am keenly aware of the people, process and technology dimensions that go into any business transformation initiative. Here, I am sharing a perspective of data-driven PR/communications from a business and strategy viewpoint.
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