Big Data Webinar

July 31, 2014

Our Speakers:

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Jeni Chapman (Moderator) US Managing Director Gorkana Group

Aron Galonsky Senior Director, Strategy Interbrand

Allyson Hugley Executive Vice President, Meaurement, Analytics & Insights Weber Shandwick

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The Discussion…

What is Big Data?

Why should you join the

Big Data conversation?

Where do you get started?

Before the What….Why Should PRs

Care?

• AMEC (www.amecorg.com) (Association of Measurement & Evaluation of

Communications) 2014 study among top PR agencies, Measurement

Firms & Corp Comms reported:

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More than seven in

ten AMEC

members (72%)

agree that PR

consultancies are

increasingly

recognising the

importance of

measurement &

analytics.

The study showed

industry growth of

9% in 2013, 12%

growth in 2012. More

than two thirds of

AMEC firms (71%) said

their company’s total

revenue increased in

2013.

Members reported that they saw the biggest opportunity for future growth from the development of higher-value consultative services (56%), integrating with other marketing analytics (53%) and expansion of international work (51%).

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What is Big Data?

• Social media

• Server logs

• Web clickstream

• Machine/sensor

• Geolocation

• Transactional data

• Call center data

• Point of sale data

Types of Big Data

Aron Galonsky Senior Director, Strategy Interbrand

• Big data has many, sometimes conflicting definitions.

• At its core, “big data” is about building new analytic applications based on new types of data, in order to get closer to your customers and prospects, to drive a competitive advantage

Big Data Definition

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What is Big Data?

1. Some of the alternative definitions of big data are more focused on the variety of data sources used vs. the size of the data

2. For true practitioners, traditional data is in the equation of big data analysis

3. In this framing, Big Data is more about smartly leveraging data to provide insights • Allows your organization to “dip their toes in the water”

• Achieve small victories to encourage larger investment

• Allows you to familiarize yourself with what this data is

capable of answering

Another Way to Think

About Big Data

What Can PR Professionals Learn About

How PR is Evaluated / Valued When it

comes to Determining the Overall

Economic Value of a Brand?

• Typical engagement

• Types of data

• Types of decisions made as a result

– What happens / can happen if PR

data does not feed into the analytic

models?

– How often are you seeing PR data as

part of the models you build today?

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Why should you join the

Big Data conversation?

“Most Useful Rankings to CEOs” —PR Week

1. Fortune 500

2. Best Companies to Work for

3. Interbrand’s Best Global Brands

Interbrand’s Best Global Brands study is the

recognized global standard for valuing brands

How do you start integrating PR

communications with other models and

big data conversations?

1. Focus on sectors (or clients) that tend to be more data driven –

Healthcare, Tech, Manufacturing, FMCG, Retail

2. Understand that agencies can play a lead role in the breaking down

of “data” barriers within client organizations

3. Becoming “fluent” across multiple streams of data

4. Start with a few small wins, or a single unit, and build from there

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Where do you get started?

Allyson Hugley Executive Vice President, Analytics Weber Shandwick

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The 5 Vs of Big Data

• Volume (Data Size)

• Velocity (Speed of Change)

• Variety (Different Forms of Data Sources)

• Veracity (Uncertainty of Data)

• Value!

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VALUE! Is the key

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Top Tips

1. PR – start measuring not just outputs, but outcomes

A. Outputs = Volume

B. Outcomes = Message pull through, sentiment, Share of Voice

2. Set yourself up for success with small victories. This probably means going outside of the organizational comfort zone by generating an insight from non-traditional data sources.

3. More may not be better; have a business questions first and then align your data inputs to maximize the insight; maximize the role of analytics / modeling to deliver insights

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Top Tips

1. Strive for “fluency” across multiple data streams

2. Breakdown the data silos that exist across channels (or units)

3. Be open to experimentation

4. Approach data analysis as both a science and an art

5. Remember that being “data-driven” drives success, not “Big Data”

6. Becoming “data-driven” is a process, so take a phased approach

What we have learned

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What is Big Data?

Large data sets, not traditionally used in modeling or analytics

In the strictest sense, PR measurement and evaluation is not “Big Data”; is it Valuable data!

Why join the conversation?

If you do not have data that can go into the model; you are not part of the equation

If you are not part of the equation; you are not part of the solution

• Affects your ability to get the resources you need

• Value of what you do is not appreciated

What we have learned

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Getting started

You must have more than “output” like volume of coverage; need to have quality data like message pull through and sentiment

If truly looking to integrate PR Comm data with other marketing data and “big data” like clickstream data, social etc; start small – focus on one business unit

Remove barriers to information; get C-suite support / use your agency to help you break down internal information barriers to get access to all data sets within a company

Data driven decisions tend to be better ones BUT they do not replace the need for vision

and human insight

Resources

• www.amecorg

• Harvard Business Review, October 2012

– “Big Data: The Management Evolution”

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Additional Questions?

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