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Levelling up to 
the needs of 
marketing and 
the boardroom 
AMEC Measurement Week 
Wednesday, 24 September 2014
Welcome
“I have been struck again and 
again by how important 
measurement is to improving the 
human condition.” 
Bill Gates
Agenda 
• Intros – our panel 
• Background of research 
• Hotwire research and discussion 
• Q&A
Group CEO, Hotwire Co-Founder, Question and Retain Group MD, Political Intelligence Ex-Head of Europe, Alibaba 
now CEO of...
Join the conversation 
@hotwirepr @brendoncraigie 
#HWdata #AMECatwork
Let’s dive in
Dissecting data usage
Planning has 
surpassed 
measurement as 
the primary use of 
data in PR and 
comms 
Which of the following best describes ...
Data insights
Comms 
departments have 
mastered data as a 
planning tool 
How effectively does your 
communications department use data ...
Data ready?
There’s no place to 
hide: marketers 
have skills, tools 
and capabilities to 
understand data 
“My organisation is well e...
Always on?
Despite a 24/7 
media, a 9-5 
mentality is still 
ingrained in PR 
and comms 
Is your communications team able to 
act on ...
Trust in data
Healthy scepticism: 
data without insight 
and experience 
provides only a 
partial view 
How much trust do you have in th...
Questions
Let’s chat… 
@hotwirepr @brendoncraigie 
#HWdata #AMECatwork
Thank you 
69 Wilson Street 
London EC2A 2BB 
Telephone +44 (0) 20 7608 4624 
brendon.craigie@hotwirepr.com 
www.hotwirepr...
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Levelling up to the needs of the Marketing Dept. & the Boardroom

In today’s data driven world, PR must keep pace with the speed of wider business planning and decision making. To feed the right intelligence and insights to the marketing department and up to the board room requires that comms professionals move beyond measurement for self-justification. More than ever data gathered must help to inform present and future strategy rather than provide a rear view mirror on what’s happened. These slides will look at fresh survey data commissioned by Hotwire that addresses how comms professionals are using data today and the critical views of marketing professionals.

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Levelling up to the needs of the Marketing Dept. & the Boardroom

  1. 1. Levelling up to the needs of marketing and the boardroom AMEC Measurement Week Wednesday, 24 September 2014
  2. 2. Welcome
  3. 3. “I have been struck again and again by how important measurement is to improving the human condition.” Bill Gates
  4. 4. Agenda • Intros – our panel • Background of research • Hotwire research and discussion • Q&A
  5. 5. Group CEO, Hotwire Co-Founder, Question and Retain Group MD, Political Intelligence Ex-Head of Europe, Alibaba now CEO of Tradewise Meet the panel Brendon Craigie Imogen Osborne Nick Lansman James Hardy #HWdata @hotwirepr
  6. 6. Join the conversation @hotwirepr @brendoncraigie #HWdata #AMECatwork
  7. 7. Let’s dive in
  8. 8. Dissecting data usage
  9. 9. Planning has surpassed measurement as the primary use of data in PR and comms Which of the following best describes how you primarily use PR and social media data in your organisation? 51% use PR and social media data to inform future campaign and communications strategies #HWdata @hotwirepr
  10. 10. Data insights
  11. 11. Comms departments have mastered data as a planning tool How effectively does your communications department use data and insights to inform strategy and planning? 83% think data is used effectively #HWdata @hotwirepr
  12. 12. Data ready?
  13. 13. There’s no place to hide: marketers have skills, tools and capabilities to understand data “My organisation is well equipped to extract meaningful insights from PR and social media data it collects” 79% agree with this statement #HWdata @hotwirepr
  14. 14. Always on?
  15. 15. Despite a 24/7 media, a 9-5 mentality is still ingrained in PR and comms Is your communications team able to act on data from events and insights in real time (e.g. immediately) if required? 53% only said their team is "always on" and can act in real time #HWdata @hotwirepr
  16. 16. Trust in data
  17. 17. Healthy scepticism: data without insight and experience provides only a partial view How much trust do you have in the accuracy of the data and insights that comes out of the following functions? 49% don’t completely trust their own data #HWdata @hotwirepr
  18. 18. Questions
  19. 19. Let’s chat… @hotwirepr @brendoncraigie #HWdata #AMECatwork
  20. 20. Thank you 69 Wilson Street London EC2A 2BB Telephone +44 (0) 20 7608 4624 brendon.craigie@hotwirepr.com www.hotwirepr.com

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