Data as a catalyst

Evaluation

Sales figures, return rates, conversion rates: companies collect all this data to address their target audience directly, respond quickly to trends and meet customer needs as effectively as possible. But it is not just for sales and marketing that data is literally worth its weight in gold. Communication, too, should make greater use of facts and figures.

Performance figures often reflect trends or events. This is of interest to the public and provides a golden opportunity for PR. For example, in 2016 the Otto Group analysed the click-through rates of its online shop during the European Championship matches involving the German national football team and packaged the results into stories – with great success: publications including *Handelsjournal* and *w&v* picked up on the story.

Any anomalies or changes in your data that you can place within a broader context – one that may not be immediately obvious – have news value and the potential to form the basis of stories. Do your sales figures reveal what customers are concerned about, the direction in which an industry is moving, or what is driving decision-makers or private individuals? These insights are fascinating for journalists and readers alike and will help you pitch your ideas to editors.

Analysis results and performance figures can also provide an interesting basis for your internal communications, when addressing your shareholders or other stakeholders. Furthermore, understanding your data is essential for being prepared to answer critical questions and providing well-founded responses.

Our tip: approach your financial controllers and exchange ideas. Then key performance indicators will offer added value not only for marketing and sales, but also for your communications.

 

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Services: Internal Communication and Online Communication