The Importance of Data Analysis and Analytics in PR

For numerous years, marketers used PR campaigns as their number one strategy to drive engagement, spread awareness, and create communities surrounding their brand. In the past, businesses would struggle to determine how effective their campaigns were; however, in the modern digital age we live in, there are plenty of intelligent tools and software that companies can use to track their data and understand their target audience better.

While data analysis and analytics sound very alike, they serve completely different functions. Data analysis refers to the process of gathering and evaluating data to present, which helps businesses make wiser decisions. Data analytics, however, involves using specialist tools and techniques to achieve company objectives and goals. If you’re about to launch a PR campaign, here are a few ways to measure the success and effectiveness of the whole proceeding.

Track Leads
When launching a PR campaign, tracking leads can provide you with tons of useful information. While the sole aim of a PR campaign is to attract media coverage and exposure, as a company, you should consider examining your data analytics to establish how much referral traffic has been received from the article. There are several reasons why you should track leads, such as:

• Better organization
• Increased efficiency
• Creating customized sales pitches
• More accurate reporting
• Higher customer retention levels

If you aren’t sure where to start, using Google Analytics to set up goals for referral traffic is advised. The data that you receive from setting up traffic will provide your business with a clearer indication on how many people are interacting with your content. There are several actionable outcomes that can be achieved by consumers, including:

• Signing up for your newsletter
• Filling out your contact form
• Leaving their email address

Social Media Shares
There are various tools on the market which can be used to identify how many social media shares your PR content gets. BuzzSumo is one example. Using this tool gives you the opportunity to research the topics that have received traction beforehand. Doing this can help maximize the value of your PR campaign, helping you to pinpoint which topics fared better than others.
Once you have identified your data, your next step should be to create content that is more relevant and niche to your target audience.

Brand Mentions and Links
When creating a PR campaign, businesses need to understand where they rank in their field. Most importantly, they need to be aware of how they’re viewed in the online domain. To increase the name recognition of your business, it’s crucial that you use brand mentions. There are key benefits that brand mentions can bring, such as:

• Creates more visibility and awareness
• Gives your brand a personality
• Fortifies your reputation
• Provides new opportunities for your link campaign
There are several tools that you can use to measure your brand mentions, such as SocialMention which aims to:
• Help businesses look for all mentions of their brand online with ease
• Support monitoring over 100 social media properties
• Help businesses keep track of their online passion for their brand
• Offer third-party API support
• Help businesses monitor social media properties in real-time

Brand mentions can also have a positive impact on your SEO ranking, helping to boost your ranking in search engine results. To turn brand mentions into links, there are several steps that you need to take, such as:

• Defining your metrics
• Finding brand mentions by using powerful tools
• Choosing the right search queries
• Filtering your results

Tracking Results
Once your PR campaign has gone live and been picked up by major media outlets, it’s crucial that you measure its reach from the start. Tracking and seeing the influence your campaign has had can help you identify who is interested in your business, as well as how to run future PR campaigns. While the main purpose of a marketing campaign is to drive referral traffic, PR campaigns differ in the sense that they want to ensure wide-spread media coverage.

Tracking conversions gives your company a clearer understanding of gaps in the market, as well as potential areas that you can concentrate on in relation to conversion rates. Once you have found how many sales you have gained from a particular PR campaign, you will have the opportunity to calculate your ROI (return on investment), giving you the tools needed to plan, optimize and replicate campaigns going forward.

Creating a Successful PR Campaign
Now you have a better understanding of the importance of data analysis and analytics in a PR campaign, you will have the tools and knowledge needed to create an effective campaign. There are several tips that can implement into your strategy to ensure your PR campaign is effective and reaches the right people, including:

• Setting objectives and goals
• Measuring metric of success
• Knowing your audience
• Choosing the right platform
• Link building

Skills and Attributes
For your PR campaign to go according to plan, it’s vital that you have the right skills and attributes behind you. If you are interested in a career in PR, some of the top skills that employers seek in candidates include:

• Knowledge and research
• Attention to detail
• Multitasking
• Relationship-building skills
• Honesty
• Strategic thinking
• Social media savvy

In addition to the skills listed above, it’s crucial that you can work as part of a team and know how to communicate effectively when creating PR campaigns. Emerson College Online can give you more information on the key skills every modern marketer must possess. Emerson College Online has relevant courses, such as a master’s in digital marketing and data analytics, which can expand your skillset and knowledge when delivering PR campaigns.

Before launching a PR campaign, gathering huge amounts of data and using the correct tools can be highly beneficial. Understanding the behavior of consumers can be achieved by using data analysis and analytics, giving you a better indication of the reach your PR campaign has, and what methods to use in the future to attract more interest and awareness for your business.

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How TourGame uses big data analytics for eSports in global market

There’s been an explosive growth in esports popularity over recent years, fuelled by mobile games specifically designed with online tournament such as Dota 2 and League of Legend. Many esports communities started to prosper in a digital ecosystem. In the digital esports world, collecting large amounts of structured data is no mean task – but it is worth the effort.

Like any other sport, winning doesn’t just depend on skill, dedication and luck. Strategy and analysis of past performance often play an essential role in success. Data collection, aggregation, and analytics lead to highly scalable business models, especially in a dynamic digital industry. As a result, big data analytics becomes economically relevant in esports.

TourGame, one of the leading gaming and eSports platform provider, has seized the opportunity to enhance their eSports platform with an AI-supported analytic tool to assess hundreds of data points collected from digitally recorded games. With big data analytics in esports, players and teams are able to leverage their information in ways that were not possible before. The tool provides useful statistics, identify weaknesses of competitor players and teams and predict the likelihood of an opponent’s next move in any given situation. Players, coaches and teams are eagerly investing in this tool for valuable information to give them a competitive edge.

Just as data analytics with traditional sports, big data analytics is vital for esports today and in the future. TourGame strives to continue its mission to shape the future of eSports using big data analytics and data protection technology and infrastructure.

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Keyrus Strengthens Tableau Partnership, Launches New Analytics Platform at Tableau Conference 2019

Keyrus, a global consultancy that specializes in developing data and digital technology solutions, joins Tableau Software, the leading analytics platform, in Las Vegas today for the 2019 Tableau Conference. Keyrus is sponsoring the annual event, which attracts thousands of individuals in the data community for four days of sessions, keynotes, trainings, and social events.

Keyrus announced a worldwide partnership with Tableau in 2014 and received Emerging Partner of the Year award recognition in January 2018. This year, Keyrus achieved Gold Partner status with Tableau. Keyrus specializes in assisting Tableau clients in building governed self-service environments at their organizations.

Meanwhile, Keyrus continues to expand its Tableau practice in North America, recently opening new offices in Toronto and Los Angeles.

“We recommend Tableau to our clients because it is the BI tool that facilitates the highest end user adoption,” said David Rosenberg, Managing Director at Keyrus. “People love Tableau. As a consultancy focused on changing behavior, there is no better way to move end users from old reports to interactive dashboards than by implementing Tableau.”

Keyrus will also launch Bento Insights, an out-of-box analytics platform for SaaS B2B companies, at the conference today. Bento provides a single source of truth for all data, acts as a fully-managed data pipeline, and provides each company team with predefined dashboards. It also provides the C-level with a complete view of business performance and 360 customer profiles, and can be fully deployed in a few weeks.

About Keyrus
Keyrus is a global consultancy that helps companies build data and digital technology solutions that drive business growth. With a team of experts in data engineering, data discovery, and data science, Keyrus helps companies turn their data into valuable business insights.

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GPI forecasts healthcare product price potential using advanced analytics

Today Global Pricing Innovations (GPI) reports that it has validated an analytical method for forecasting new drug price potential during early stage development, opening a pathway to digital transformation for teams engaged in pricing and market access. GPI has successfully forecasted prices for new products by blending its market-leading database of market access information, GPI pulse¬TM, with a framework that maps payer value perception and behavior.

The framework allows pricing teams to use data to anticipate payer response for early clinical stage drugs – typically an involved and uncertain process. GPI has validated the method in the UK and France and is expanding it across countries captured by GPI pulse. GPI’s framework uses multi-criteria decision analysis and published value frameworks. It is built on GPI’s deep domain knowledge, access to data and rigorous approach to developing and testing new analytics.

“The concept of value in healthcare is key to pricing,” said GPI’s founder and CEO, Preeti Patel, “yet there is little global standardization. We’ve quantified global HTA assessment factors and value drivers into a framework that allows teams to understand the variation in value perception across markets and impact on price.”

GPI has a growing footprint in pricing and market access analytics. GPI pulse TM is a revolutionary platform that captures real-time global price data and reimbursement decisions across 90+ markets at a product and indication level. It supports a wide range of innovative analytical tools, insight generation and P&MA data architecture.

GPI’s customers include price, access and commercial teams within biopharma, who utilize GPI’s data and analytical capabilities to better understand pricing scenarios at an early stage and support market access planning and strategy across the product lifecycle.

About GPI
Global Pricing Innovations (GPI) is a market leader in business intelligence, analytics and innovative solutions for the life science industry. GPI delivers integrated insights, technology solutions and strategy development that make a measurable difference to price, access & commercial teams within biopharma. Our combination of innovative technology platforms, data, and analytical expertise enable industry to drive sustainable price and access strategies and agile infrastructure. GPI’s cultural values are centered on promoting the ambitions of inspiring and talented individuals so together we can make a difference to the life sciences industry. We value collaboration, innovation, openness and authenticity, and work as ‘one team’ with our clients.

As a global company, GPI has operating units and service partners throughout the world. GPI  is a privately held company headquartered in London, UK.

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RNA Analytics successfully completes IFRS 17 Orange Life Insurance Project

Reigate, October UK – 2019

Most Korean insurers are already implementing IFRS 17 systems but many are struggling in a number of areas. The most difficult part of the IFRS 17 implementation for Korean insurers is the construction of the cash flow engine because performing complex calculations on a regular and timely basis is almost impossible with most existing actuarial solutions.

The complexity of the calculations combined with the desired granularity of results has meant many insurers with their existing actuarial solutions having to invest, at a huge cost, in high specification hardware in order to produce their IFRS 17 results in their required timeframe.

Already aware of the difficulties of deploying an enterprise level IFRS 17 solution, RNA Analytics’ software development and actuarial consulting teams have been working for several years analyzing all the requirements for IFRS 17 to spearhead large-scale developments in R³S, RNA Analytics’ actuarial modeling solution, that implement the new features required to meet client requirements.

Almost all the requirements needed by IFRS 17, from the calculation of new accounting concepts such as the risk adjustment and contractual service margin, to the most complex modeling of Korean insurance products as well as the linkage with reinsurance, various embedded option value calculations, new payment plans, dynamic decision-making, and large database processing functions were considered when designing the new features. The most recent developments in the R³S software have enabled insurers to optimize the structure of their models, thereby dramatically reducing the cost of hardware, while still meeting the new requirements.

In particular, the IFRS 17 implementation project at Orange Life, is considered to be the most successful project in the industry. Almost all of the requirements had already been implemented in the R³S solution as a result of previous IFRS 17 project implementations. The K-Insurance Capital Standard (K-ICS) and dynamic ALM models were also built in R³S to implement an enterprise-wide business model within Orange Life.

With the new functionality within the software, users have the ability to directly load large result sets into databases such as Oracle. This removes the requirement to purchase additional ETL software and reduces the storage space required as results do not need to be staged prior to being loaded into the reporting system. This results in the establishment of a highly efficient and automated system from a ROI perspective.

“Through this project, we were able to proactively respond to system changes such as IFRS 17, and establish a systematic basis for conducting an actuarial valuation and strategic analysisSeokho Woo, Managing Director – Orange Life.

“As a result of this project, Orange Life has built the industry-leading actuarial infrastructure system to provide timely settlement reports and various company reports. Thus providing a foundation for rapid response to the accounting and regulatory requirements of IFRS 17, in addition supporting management decisions and responding to changes in management processes required under the new accounting systemHarry Kim, CEO – RNA Analytics.

About RNA Analytics
RNA Analytics is a company formed around a product team that has been working together for over 20 years. RNA Analytics offers insurance firms a comprehensive actuarial modeling solution that provides essential risk and regulatory metrics to help meet the needs of an existing global client base. This solution supports the modeling of insurance portfolios across a spectrum of risk-based regulatory regimes such as Solvency II and IFRS. It helps meet the business needs of insurers for more realistic and complex modeling to enable critical risk-informed decision support for growth.

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