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Predictive Analytics in Action

Grounding process in a real-world example is one of the best ways to understand a new capability. Our recent series on predictive analytics shared a good deal of information on the why and the how of predictive’s benefits for PR. Our VP of Marketing Tech, Chris Penn, even detailed a theoretical example of how predictive…

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b2b security vendors

B2B Security Vendors: Prepare for Scrutiny

Growing Skepticism Toward Vendors’ Claims Public sentiment toward technology vendors is undergoing a significant shift. Just take a look at what Ben Smith at Buzzfeed is saying, or the message behind Franklin Foer’s new book, “World Without Mind.” The shift reflects a growing skepticism in the claims technology providers make about their products and services.…

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When it Comes to Data, Remember to Ask the Right Questions

As AI Democratizes Analysis, Marketers Must Remember to Ask the Right Questions

AI is changing every industry. Consumer facing applications, like Alexa, are what most people are currently aware of. As this HBR piece showcases, deep enterprise applications are coming to light, as UBS Group AG is now using Alexa to answer questions of for its wealth management clients. Although the HBR piece focuses on the bespoke…

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crisis planning

Crisis Planning for Data Security Issues

The nexus of data security and crisis planning has taken on global importance recently. The rash of broad-based attacks just this last month, from the WannaCry ransomware to the more recent attack based on a variant of Petya, is effecting every industry. As the hacker ecosystem has become more automated and scalable, attacks have become…

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marketing roi

How to Improve Marketing ROI with Deliberate Practice

Marketing and PR teams are under constant pressure to deliver results – measurable outcomes in both dollars spent and leads generated. Teams many times overspend time and resources on things they aren’t fully sure will deliver value. Why? Those choices are easily defensible to their senior management. Falling into this trap is easy and alluring –…

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launching a consumer product

Launching a Consumer Product with Integration in Mind

A lot goes into launching a consumer product. We had a recent prospect request for a fully scoped launch plan, with the specific ask of making sure we include an integrated strategy at its core. They are in stealth and want to do things “the right way.” To the prospect this meant a methodical process…

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business ROI

PR and Marketing: Embrace All Data Sources to Drive Business ROI

Content shock, social avalanches, data deluge – pick your phrase du jour. However described, PR and Marketing is awash is data. It would seem logical that communicators would rush to embrace data as a strong asset in defining and refining strategy for better outcomes. And yet many prospects and clients are stating that they only…

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Trade Show Marketing

The Modern Guide to Trade Show Marketing

Marketers are continually looking to improve ROI, and in the recent past have leaned heavily on online and social tools to drive efficient and measurable results. The one area in the marketing mix that seems to escape refined measurement (and takes substantial budget!) is trade shows. Companies still feel the pull of the trade show…

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influencers

Data Driven PR and the Role of Influencers

Clients of all shapes and sizes are working hard to fully grasp the concept and application of influencers. Can a traditional reporter at the Wall Street Journal be an influencer? Can a vertical industry analyst be an influencer? What about a hobbyist developer in Cleveland, a mom in Reno or a scientist at Harvard –…

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PR and the Marketing Technology Skills Gap

Keeping pace with the rate of change in marketing technology has become a full time job.  Heck, just keeping up with the news is a challenge, never mind closing the gap on technological skill sets you need to execute effectively. Consider just the last month or so: Facebook dropping a bucket of APIs on the…

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