The comms industry needs to start taking analytics training seriously
When it comes to analytics, the comms industry has a serious knowledge gap. The way to fix it? Start asking questions, says Weber Shandwick’s Brian Keenan.
“I don’t know what it is but I know it’s important. Help me understand.”
Brilliant phrase from a brilliant client. At the time (few years ago), we were talking about virtual reality. VR was in vogue; I was trying to sell her a VR-led campaign. She didn’t feign understanding or shy away from the unknown – she admitted she didn’t know and opened herself to learning about the possibilities.
It worked for everyone. She learned about VR, I sold the campaign and we ended up winning a film award.
That point about clients sharing business-relevant data resonates. Why would they share information that could prove to be a genuine advantage in the hands of a competitor? Conversely, how can the agency be expected to make a substantive contribution unless they are privy to such data? It comes down to trust – not so easy to establish when the relationship can be discarded at the whim of a (new) CMO. Nice piece Brian.
Let’s talk!
“It worked for everyone. She learned about VR, I sold the campaign and we ended up winning a film award.”
And did sales or the bottom line improve? I know they are irrelevant when you got to sell the campaign and win an award, but I was just interested.