Tag Archives | big data

Data: Beyond a Shiny Toy

In a recent interview related to WPP earnings, WPP’s CEO, Sir Martin Sorrell said, “The three main reasons why the ad market is struggling are because of digital disruption, activist investors and the low cost of capital money.” He went on to talk about the first reason – digital disruption – in the following terms: “[…] digital disruption creates opportunity, because it is changing the way people consume media, how items are produced and how products are distributed.”

Anyone surprised? I’m not. In fact, I’m shocked that this realization has taken this long to dawn. As an industry, we have been talking about data and its incredible impact on our businesses for decades.

Still, I feel that we are still relegating data to a “shiny toy,” rather than as an organizing principle. Why is this? Three reasons: Denial, Data “Lite,” and Segregation.

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Going Native: Where The Clicks Don’t Matter, But Real Measurement Does

It is no secret that modern audiences are continuing to accelerate away from traditional outlets and toward web-based content. This ongoing evolution has forced brands to change the way in which they tell their stories, as well as continuously adjusting the platform they are attempting to engage with their target audience on. One answer to this dilemma has been to utilize “Native Content.” While there are several other names for this strategy and content, such as native ads, sponsored content, and other terms in an ever-changing pantheon of buzzwords that exists in the digital marketing space, the fact remains that for the foreseeable future this will be something to consider when planning content and strategy.

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Lessons Learned From a Long Career in Public Relations

I did it. On July 31, after 17 great years at Ketchum, I retired from my full-time role as CEO of Ketchum Global Research & Analytics. However, if being retired means not working at all, then let’s call it quasi-retirement. I have contracted with Ketchum to serve as KGRA’s part-time chairman for the next two years.

When you reach retirement, people at earlier stages of their careers often ask what lessons you’ve learned. Here are three of mine…

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The Evolution of Data in PR: From Analysis to Synthesis

Data is no longer a “nice to know” topic – it is now established at the very frontier of PR, and those who truly understand how to use it to drive client programs will be able to succeed by orders of magnitude over those who don’t.

It’s also fair to say that we in PR are simply not yet harnessing data’s full power. But what’s holding us back? I see three core barriers and three key evolutions that communicators must address if we’re going to succeed in the long run.

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Why the WHY Matters: Unleashing the Full Potential of Big Data

Consumer Insights have evolved from an intuitive, gut-based, “trust me” kind of discipline to a data-led, rational and programmatic one. It’s a welcome development, but there’s also a problem … Big Data has been hijacked by incrementality. It’s being used primarily in analyzing what is happening, in order to do “more of this” or “less of that”, but is not helping marketers understand the why: why something works, why it behaves the way it does, & why some brands become superstars while others wither away (click-to-tweet).

In other words, we are stopping short of discovering the causes for causality.

Here are two critical reasons why this story must be told:

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