2. Our Speakers:
2
Jeni Chapman (Moderator)
US Managing Director
Gorkana Group
Aron Galonsky
Senior Director, Strategy
Interbrand
Allyson Hugley
Executive Vice President,
Meaurement, Analytics & Insights
Weber Shandwick
3. 3
The Discussion…
What is Big
Data?
Why should
you join the
Big Data
conversation?
Where do
you get
started?
4. 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:
4
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%).
5. 5
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
6. 6
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
7. 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?
7
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
8. 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
8
Where do
you get
started?
Allyson Hugley
Executive Vice President, Analytics
Weber Shandwick
18. The 5 Vs of Big Data
• Volume (Data Size)
• Velocity (Speed of Change)
• Variety (Different Forms of Data Sources)
• Veracity (Uncertainty of Data)
• Value!
18
VALUE!
Is the
key
19. 19
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
20. 20
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
21. What we have learned
21
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
22. What we have learned
22
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
