The Business Communicators

Measurement is Not a Four-Letter Word for Marketing and Communications

Episode Summary

Data measurement and analytics are tools that every communicator should have in their bag. But, how can we use these tools effectively to encourage buy-in from senior executives and key stakeholders? Marketing Data Scientist and IABC Houston board member, Thomas Baen, joins The Business Communicators to discuss how businesses can leverage key data insights to create a profit center that enhances their corporate narrative, campaigns, and brand awareness.

Episode Notes

Data measurement and analytics are tools that every communicator should have in their bag. But, how can we use these tools effectively to encourage buy-in from senior executives and key stakeholders? Marketing Data Scientist and IABC Houston board member, Thomas Baen, joins The Business Communicators to discuss how businesses can leverage key data insights to create a profit center that enhances their corporate narrative, campaigns, and brand awareness.

This episode equips communicators with tips on:

• Using data analytics to earn a seat at the table with senior execs
• Ensuring that you’re delivering the right message — at the right time, to the right person, in the right medium — that is effective and efficient
• And, why communicators should avoid vanity metrics and focus on data that matters

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