Making sense of data in communication

BY: JACO PIENAAR

Every company, irrespective of size, industry, and geographic location, needs data to remain competitive. But given the amount of sources at our disposal, finding relevance in a sea of bits and bytes is not without its challenges. Fortunately, analytical and business intelligence (BI) tools have evolved to provide some of the assistance required.

While 2015 has seen data analysis rise in importance on the corporate agenda, the coming months will accelerate it further. The way analytics used to be done simply cannot keep up with the real-time nature of the digital age. This means research and analysis agencies find themselves in a position where they no longer have to justify their place on the budget but can focus on delivering business value.

For communicators in this space, data is an imperative tool for monitoring trends, evaluating campaign relevance in the market, and more effectively adapting strategy to the zeitgeist. Data on its own means very little. Certainly, technology exists that make it easier to analyse but the human element cannot be underestimated.

Skilled individuals with experience and understanding of the business add immense value to any organisation that wants to remain relevant. These experts are able to transform data into information and knowledge that provides the competitive edge.

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