Technology has step-changed communication through each industrial revolution, from the 15th century printing press to the 20th century introduction of the World Wide Web. Each leap has enabled faster communication and engagement between disparate groups.
Communication technology has moved from being immobile, expensive and slow only a few decades ago to being fast, mobile and integrated across every aspect of life. We live in a time where technologies and channels continue to grow and with that we have access to billions of data points to use for analysis. This brings us to the 21st century challenge: how can we make meaningful use of this information and leverage channels effectively?
Technology and analytics are a critical part of achieving this. Collecting ‘the right data’, asking ‘the right questions’ and importantly ‘measuring’ if it is working. Here are my three top tips to make sure we fully leverage technology and analytics across our communication and engagement strategies:
1. Use technology and analytics as an ‘insights engine’ in addition to an audience-targeted delivery, listening and/or measurement tool.
My biggest ‘aha’ moment in recent years has been the power of analytics in delivering insights that can truly inform targeted engagement strategies both on- and off-line. There are a billion data points in the ‘twitter-sphere’ and beyond that can help you decide where to start, who to prioritise and how to use language and multiple channels that will truly engage.
2. Keep your eye on the ball.
Really challenge yourself on what your ‘end goal’ is and then what the sub-goals may be. This will help guide you, using analytics to gain insights to inform your engagement strategies, both upfront and over time.
3. Instigate a learning and feedback loop.
Everything we do is an experiment that we should learn from (and we can learn from others too). Learn and adapt!
Harnessing the power of insights linked to clear goals, with clear segmented audiences targeted in a way that is meaningful to them has never been more in our reach. However, in this hyperconnected era this will only be possible if we fully embrace technology and analytics.
Diane Wass, Managing Director and Ken Deutsch, Head of Data and Analytics, JPA Health Communications
