“Information is not knowledge”. The phrase, attributed to Albert Einstein, could actually appear among Forbes magazine's quotes from any great business executive of our era. Jammed with data 24 hours a day, we have too much content and too little meaning.
Business Analytics – or business data analysis – aims to construct this meaning and, more than that, point out trends and predict scenarios. The combination of analytical capacity with Business Intelligence, where technologies such as Artificial Intelligence and Machine Learning can record insights in real time and in an agile manner, has been changing the way companies develop their market strategies, increase their competitiveness and make impactful decisions. .
Closely linked to business, corporate communication reaches another level of efficiency and assertiveness with Business Analytics, acting in synergy with the company's purposes – and with its corporate social responsibility. Check out five examples of how the most visionary companies already use Business Analytics in communication.
- Strategic communication planning
Sectoral scenarios, opinion audits, focus groups, analysis of exposure in the press, analysis of exposure on social networks, among many other resources, are already part of the investigation to obtain insights that actually add strategic vision. In the extremely connected and circular society, it is necessary to understand the context to define the best way to position the company, its key messages and its purpose.
- Relationship with stakeholders
More than ever, it is necessary to interact and be an active agent of change. Business Analytics is essential not only to identify the essential audiences with which the company needs to build valuable relationships, but especially to understand the correlation between these different actors and monitor behavioral trends.
This guarantees successful strategies in public relations, government relations and press relations. It also becomes relevant in customer relationships, when marketing and corporate communications work in partnership.
- Crisis monitoring and management
Business Analytics can be the difference between effective crisis management and major reputational damage, with not only image but also financial losses. Resources such as monitoring and analyzing exposure in the press, opinion leaders and social networks ensure that the communications team has access to relevant information in an agile manner, supported by analyzes that verify the extent of the problem, recommend actions and monitor their effectiveness.
And better than managing a crisis, it is monitoring the risks, always observing the context in which the company operates, its interactions, social, economic and environmental movements that can affect the business. This is the moment when Business Analytics makes all the difference in predicting scenarios and adopting quick decisions.
- Results assessment
Monitor, evaluate, improve, evolve. There is no efficient communication planning without metrics, it is impossible to know whether the objective was actually achieved if it is not clear where the company wants to go. In this demand, Business Analytics helps in real-time monitoring of results and points out trends or even correction of routes when necessary. Just like the business, the communication plan is also alive and dynamic, and must accompany expansions, acquisitions and opportunities.
- Differentiation from competitors
Monitoring and analyzing competitors' strategies, activities and positions with Business Analytics resources allows the communications team to find niches that have not yet been explored, build original strategies and actions, ensuring that the company stands out in the fight for visibility and relevance.
Often, a simple conversation on a social network represents an excellent opportunity, if properly identified in real time and analyzed within a strategic context. It is information, in fact, transformed into knowledge.
