Communications strategy: Data-centric

Dan Hagen
MPG Media Contacts

Marketers are drowning in a sea of data, but if you can collate it, analyse it and generate real insight from it to inform your brand communications strategy, the pay-off can be huge.


Data and its use is perhaps the biggest challenge facing brand communicators today. You might think that a bold statement considering the explosive growth of the internet, or the advent of social media or the fact that 2011 might really be the year of mobile. But remember, as these new channels develop, they bring more data scrabbling along on their coat-tails. Data has always been a big topic – customer data, brand data, consumer data, sales data – and continuing digitisation is producing greater and more diverse quantities of the stuff.