Strategic business partner

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No drilling, just holes
For the Jos Burgers fans among us, we do not sell a media monitoring solution, but insights into the impact of media for a brand and how to optimize it. For a long time, our market was stuck in the metaphorical 'drills' and all the functionalities we had in our tools. The battle we need to make is offering the 'holes': customized consultancy based on data-driven media and communication insights. Fergus Campbell of Gumtree, part of eBay (UK) expressed this from the customer perspective:

I don't want just monitoring and data, I want insights and intelligence!

2. Bridging the gap between PR and data
PR and communication specialists are creative and good at word and text. However, because of this alpha predisposition, they are usually not the best at numbers. Data analysts are the betas who understand the interpretation of big data flows. Our role as media intelligence specialists is to let these two parties – broadcasters vs. information providers – talk to each other. Translating the right insights from data into actionable improvements of the PR strategy.

'Huge cultural shift: from broadcast mode to consulting mode'
At the congress I was allowed to present the data visualization of the media intelligence analysis that we performed for the #Carnavalvrij campaign of Bavaria . This analysis went further than just mapping the media attention of free publicity of the campaign. Data analysts and media intelligence specialists also integrated advertising results such as website traffic, conversion rate and Facebook and Instagram reach (advertising versus organic).

In addition, we also added the research results on changes in brand preference and campaign awareness. We worked together with both the marketing, PR & communication and social media departments of Bavaria, without the silos. This allowed us to extract learnings from the analysis, as input for Bavaria's campaign & PR strategy.



A challenge for media intelligence agencies is to get a seat in the client's boardroom. How do we whatsapp number list develop into a strategic business partner? And why do we – just like PR and communication professionals – have so few boardroom seats? What is needed for that? It is about thinking in other metrics : a shift from metrics in reach, impressions and content analysis to business metrics. Such as turnover growth, lead generation and conversions.

From communication metrics to business metrics
The Gumtree PR man is adamant: focus only on the strategic issues and provide insight into them with data. And those are always 'only' 3 strategic points:

increase turnover
reduce costs
minimizing risks
Present only those metrics that provide answers to these strategic questions. To do this, set up custom dashboards that display these insights.

4: AI & Machine Learning for Algorithm Development
Alice Ting of The New York Times sheds light on media intelligence from a publisher's perspective. She names as trends for the future that artificial intelligence and machine learning provide algorithms with which (media) data can also provide real-time and predictive insights. Existing examples of AI and machine learning applications include speech recognition technology and automated sentiment analysis. Artificial intelligence to detect hate speech on social media platforms, for example, so that it can be removed as quickly as possible, are recent AI developments.