The amount of data generated since the early days of the digital era has completely transformed how we apply this information to our business. The key element of big data isn’t necessarily the volume of data available, but the value of extracting this information.
A study by Gartner suggests that nearly 75% of all businesses are embracing big data in an attempt to enhance performance, to create a deeper understanding of their customers, competitors and workforce. The PR industry is no exception to this rising adoption of big data solutions.
Big data generates the facts and figures, it doesn’t provide the reasonings or the answers to how these figures are created. Unravelling the insights generated from big data still requires the human touch and an element of critical thinking to reveal and explain how this data has come to be and give it meaning to enable businesses to apply the information to their plans.
While the application of big data and analytics has been most common with larger corporations, PR businesses are exploring ways to leverage the advantages of big data. A combination of traditional PR solutions and big data analytics capable of managing relevant data have enabled PR professionals to maximise campaigns, reduce costs and improve overall ROI.
Furthermore, for those that believe PR is at risk of other advertising channels, it’s clear that revenue in the PR industry is rising, indicating that more businesses are continuing to require PR, whether it be for brand awareness, reputation or to explore new areas.
Creating more informed PR Campaigns
Generally, most PR campaigns have a specific objective, whether it be to develop awareness, for further expansion or enhancing reputation, the overall success of a campaign depends on the information available.
For example, PR campaigns that target international expansion may utilise data and analytics to understand the response their target audience may have. Technology businesses that offer a new product or technology solution require support in expanding to international markets, therefore it’s important to understand and analyse the audience and have a real grasp of the entire market landscape.
Big data decreases the potential risks associated with PR campaigns by providing clear fact-based decision making and an overall better customer experience. IT enables a deeper insight into the meaning concerning your brand, which ultimately allows for a more customised campaign. Making decisions on the best way to launch a new product or when to launch can become clearer by applying big data and analytics.
Several PR agencies are suggesting that PR professionals should embrace data science to optimise the level of information available. Combining big data with conventional techniques enables PR campaigns to be customised effectively to achieve the best value of their targeted audience.
When a PR campaign uses big data in its campaign plans, resources are streamlined, costs are reduced and ROI improves. Big data enables agencies to gather and understand information from a wide range of sources quickly and effectively.
Applying big data to improve ROI
The true value of a PR campaign can be determined by an increase in sales and leads. Big data identifies customer behaviour, trends and opinions. This information can be incorporated into campaigns to enhance the provision of resources, reduce costs and improve ROI.