Mar 6, 2024
Stefanie Söhnchen

Communication concepts based on data - unutilised potential

Communicators have long understood: With the help of data, measures can be better selected, managed, and successes measured. However, most companies do not have colleagues on board who can provide relevant insights, or there is a lack of support to apply insights to actual communication work. However, this not only results in a loss of competitive advantage – often, increasingly scarce resources are also wasted through non-targeted use.

Stefanie Söhnchen, Vice President Strategy at PIABO Communications, has become familiar with many communication departments and therefore knows where and how data-based communication can play a crucial role.

Where do data play a role in everyday communication?

Data in everyday communication are like the sat-nav for our strategy. They show us not only the way but also how well we are doing on our route. For example, analyses from social media or website traffic give us a direct insight into what our target audiences are interested in and how they interact with our content. This is invaluable because it allows us to refine our measures and become active exactly where we can have the greatest impact. It's like constant feedback that helps us stay on the ball and adjust our strategies.

In the past, it was much harder to say whether our communication efforts would be successful. Today, we can see with data quite precisely which campaigns work and which do not. This is incredibly valuable because it means we don't have to grope in the dark. We can see which content resonates and allocate our resources accordingly. It's a bit like having a constant feedback loop that helps us work smarter and invest our resources where they have the greatest impact.

Ultimately, however, it's not just about collecting numbers but using them to make informed decisions and improve our communication. By taking a data-driven approach, we promote transparency and can better understand our successes (and failures). It makes our work comprehensible and shows that we act on the basis of facts, not just gut feeling. This not only yields better results but also strengthens trust in our work and in the brand as a whole.

How can these data be specifically applied to business goals?

"When we talk about data in the context of business goals, we are essentially talking about how we can use these numbers and information to advance our business ambitions. Take, for example, the goal of increasing brand awareness: Through data analysis, we can understand exactly where our target groups are most active and which types of content appeal to them the most. With these insights, we can adjust our marketing strategies, create targeted advertising campaigns, and place our messages on the platforms where they achieve the greatest visibility and engagement. It's like a targeted shot instead of 'spray and pray'.

This also applies to customer retention. Data help us better understand the needs and preferences of our customers. By analysing purchasing behaviour, feedback, and interaction patterns, we can create personalised experiences that strengthen customer loyalty. Imagine being able to offer each customer exactly what they want before they even ask for it. This is not magic, but data-driven insight. By offering individually tailored products, services, and content, we can not only retain existing customers but also turn them into ambassadors for our brand. This improves not only sales but also builds a long-term relationship with our stakeholders.

These are just two examples of how data can support operational goals. In principle, any business strategy can be very precisely translated into analysis questions, which then inform the communication measures. Thus, every Comms department can say very precisely how and why it directly contributes to business success."

Where and how can PIABO support communicators with data?

"The Data Intelligence team at PIABO offers a range of data products specifically designed to support professional communicators, make them more successful, and relieve them strategically. Three examples are audience, competitive, and analyses for working with Corporate Ambassadors as part of Personal Branding.

Our tools enable the development of a comprehensive and above all representative understanding of target audiences by breaking down demographic data, behavioural patterns, and interaction preferences. With these insights, personalised marketing strategies can be developed. Thus, each communication channel is not only selected and set up very consciously but also becomes a powerful tool to strengthen customer loyalty, promote brand positioning, and generate leads.

However, it pays to keep not only one's own customers but also the competition in view. Our competitive analysis tools provide a detailed insight into the strategies and performances of competitors. By understanding how competitors operate in the market, one's own strategies can be adjusted.

In addition, we offer special analyses for Corporate Ambassadors, enabling companies to monitor the performance and influence of their brand ambassadors.

These analyses are crucial to understanding how effectively ambassadors represent their personal and umbrella brand in their networks. By analysing metrics such as reach, engagement, and conversion rates, the true value of Ambassadors can be measured and strategies developed to further enhance their effectiveness. Our tools provide the necessary insights to properly set up, optimise, and ensure that ambassador programmes are aligned with and effectively support corporate goals."

If you are interested in finding out how data can support your communication work, email Stefanie at or connect with her on LinkedIn.

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