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The importance of data analysis for communication professionals
- Branders Magazine
- Mar 27, 2019
- 1 min read
Previous research found that data analysis is becoming in a new important capability for public relations and communications professionals, but at the same time, this capability is a challenge because the lack of knowledge from professionals about how to analyze the data available for them (Vergara & Tsetsura, 2018).
By Luis F. Vergara
Big data analytics is defined as technologies (e.g., database and data mining tools) and techniques (e.g., analytical methods) that a company can employ to analyze large scale, complex data for various applications intended to augment firm performance in various dimensions (Kwon, Lee, & Shin, 2014).
According to Weiner & Kochhar (2016), Big Data provides many new applications for the public relations profession—not only allowing practitioners to better analyze operating environments both internally and externally, but also expanding opportunities to move past traditional communications approaches to create better objectives, more strategic positioning and audience targeting, and to uncover more opportunities to quantify and enhance PR’s contribution to business success and its influence on the bottom line. Big Data are evolving traditional public relations functions—permitting growth, greater efficiency and improved efficacy (Weiner & Kochhar).
My opinion
Public relations and the communications profession has been revolutionized by data analytics, allowing brands to create and deliver more targeted messaging.
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The article makes a strong point about how data analysis sharpens communication strategies and helps teams make smarter decisions. Even in gaming communities, insights from user behavior, login patterns, and feature testing can guide how platforms present access options and updates. For example, while working on beta access systems like https://unlockbetaservers.com/, understanding engagement data plays a big role in structuring user flows and explaining features clearly to different audiences.
For communication professionals, data analysis isn’t just about charts and reports, it’s about spotting where messages slow down or lose impact. I like to think of it the same way tech folks look at system performance: you identify the weak point, then improve it instead of guessing. When you break down audience data, channel performance, and timing, patterns become much clearer and decisions feel more confident. I recently came across a simple bottleneck-style analysis approach used in PC performance tools, and the mindset really clicked for me. This page explains it well in a tech context, but the logic applies nicely to communication workflows too https://bottleneckcheck.com.
Hi, Data analysis plays a huge role in communication work, especially when it comes to understanding how time is actually being spent across campaigns, meetings, and content production. When you can clearly track hours, patterns start to appear what tasks take longer, where inefficiencies exist, and how resources can be adjusted. Simple tools that accurately calculate working hours and overtime make this much easier to quantify. I’ve found that using a clear time calculator like https://calculadoradehorasgratis.com.br/ helps turn daily work logs into usable data, which ultimately supports smarter decisions and more transparent reporting for teams and clients alike.
The challenge you mention—the knowledge gap—is a critical point. Bridging this gap through training and education will be the Golf Hit single most important factor for professionals looking to stay relevant and effective in this new, data-driven landscape.