Many enterprise technology companies rely on Big Data to identify patterns and more accurately predict future developments in their industry, and now B2B technology PR agencies are starting to do the same. In order to make this data truly effective, however, PR professionals must work with every department, from the C-suite to IT to sales and marketing.
John Roderick wrote about this topic on PR News, including how to use Big Data to create a “multidimensional perspective” in your PR content.
In simpler terms that will resonate with communications professionals, Big Data is really a lot like a giant survey, but better. Whereas surveys measure a single dimension—sentiment—Big Data has the power to layer multiple dimensions on top of one another to capture that sentiment, along with real-world behavioral patterns, historical correlations and forward-looking probabilities.
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