The demand for communicators to adopt a data-driven culture
Despite years of modelling, frameworks, advances in technology and analytics, measurement and analysis of media coverage has remained a challenge for many communication professionals.
Struggling to quantify and communicate the value of their efforts, we often hear this pain point from clients trying to navigate the ‘how’ and ‘what’ to measure.
A lack of common standards and practices for measuring impact or evaluating investment in the dynamic and rapidly changing mediascape has ultimately resulted in some throwing up their hands and asking, ‘Is media analysis a nice to have, or a need to have?’.
In short, yes – and we think it has immense power beyond the obvious benefits.
With a push for businesses and organisations alike to adopt a data-driven culture, communications roles stand to be impacted alongside every other area or discipline. A few years ago, being ‘digital-first’ was the hot trend, but now the call to be data-driven is eclipsing this as we see a growing need to justify actions and quantify results. And as such, our accountability is skyrocketing.
While communications have seemingly skirted around the demand for data with marketers bearing the brunt of this need for a while, there is a shift looming. The media rich landscape is beginning to demand more and more of a data-driven focus from communicators – shifting towards it not only being the norm, but for them to lead the charge.
This shift is an exciting prospect for many as the potential to lead the conversation – not just have a ‘seat at the table’ – offers major business influence. As lines blur between marketing and traditional communications thanks to the explosion of channels, influencers and integrations – the first to champion adoption of a data-led cross-functional team may hold the key to overall business improvement.
While the challenges remain, there are also skilled teams of analysts along with robust and replicable methodology that exits – ready to interrogate any data set. The long-term benefits of being able to look at the overall impact of your media and truly make it measurable will always win.
If you’re already monitoring media but are looking to take the next step, our media insights will provide help with:
Protection and allocation of budget
Speaking a language that resonates with your stakeholders
Sharpening your focus on key messages and sentiment
Demonstrating what’s working and evaluate what’s not, and
Inform strategy and future activity.
Regardless of where your business lands on the data maturity scale, the need to grow and move forward will only increase. For communicators, mapping this out through media analysis can help you not only examine current efforts but identify the gaps to lead better, more tailored services and generate real benefits for the wider business.
Loren is an experienced marketing professional who translates data and insights using Isentia solutions into trends and research, bringing clients closer to the benefits of audience intelligence. Loren thrives on introducing the groundbreaking ways in which data and insights can help a brand or organisation, enabling them to exceed their strategic objectives and goals.
Journalism isn’t just a tool for informing audiences—it’s also a cornerstone of how media brands build trust, authority, and connection. In an era of media skepticism, the way news outlets leverage journalism to shape their brand identity has never been more important.
Our latest report delves into how leading Australian and New Zealand news brands like ABC, The Guardian Australia, and The Australian are navigating challenges of impartiality, civic engagement, and audience trust. By analysing millions of online conversations, we uncover what audiences expect from journalism today and how media organisations use their reporting to resonate with diverse demographics.
Key insights include:
The connection between journalism, audience trust, and brand perception
How top news brands align their reporting with societal expectations
Audience trends that shape news consumption and loyalty
Get your copy now
Download now
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Blog
Understanding journalism’s role in media brand equity
Explore how journalism shapes trust, audience engagement, and media influence in Australia and New Zealand.
When stories resonate with diverse audiences, they have the power to spread quickly and influence perceptions of brands, organizations, and individuals. Understanding this dynamic is crucial for managing reputations in today’s media landscape.
In our latest report, we explore the intersection of content, audience, and media influence to uncover what drives stories to not only erupt but endure. We look at case studies like PwC’s tax scandal and Reuters’ investigation into LVMH to illustrate how these stories evolve and persist across platforms.
Key insights include:
How stories evolve across different media channels
The top influencers shaping the spread of these narratives
The real impact on brands and institutions
How distinct audience segments engage with these stories
Get your copy now
Download now
"
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Blog
Hold the homepage: how scoops travel across the platforms of today
Discover what drives news stories to travel, spread, and shape brand perception.
How the platform's popularity is exerting an impact on the news cycle
With vertical video formats revolutionising how journalism is created and consumed, comms teams must adapt their strategies when seeking media coverage.
Our latest report dives into millions of TikTok posts from journalists in the ANZ regions and beyond, exploring the profound impact this format has had on the evolution of journalism, from content choices to consumption habits.
Key Insights You'll Learn:
Why TikTok journalism has exploded in popularity and how it shapes public and media interest
The most influential journalists on the platform and the audiences they attract
How TikTok journalism is transforming 'hard news' coverage, including elections and global politics into something closer to news as entertainment
During a time of surging prices Buy Now, Pay Later (BNPL) has gradually transformed consumer patterns of behaviour in a largely heterogenous Southeast Asian region.
High mobile penetration has given social media access to a younger demographic that perceive BNPL as an enticing option with no accessibility issues.
To access these insights, simply fill in the form below:
A largely rural and underbanked population became very susceptible to predatory inclusion leading to increased calls for regulation. This helped in changing the consumer perception of BNPL from 'free money' to 'lent money'.
The geography and the type of manufacturers present in the region also play a huge role in the kind of commodities bought by audiences. BNPL providers work by assessing the standard of living of the population that's largely underserved, and provide offers accordingly.
Brands, interestingly grabbed the opportunity of providing these services to consumers involving less bureaucratic processes. Therefore, consumers are stuck in the dichotomy of maintaining restraint when it comes to spending, but also having the fear of missing out when brands make everything so much more appealing.
News outlets maintain conversation around regulation and that providers' lending processes need to be responsible and compliant, especially in an industry with an uncertain future.
Gain data-backed perspective on the top BNPL players influencing audience behaviour in the region and go beyond surface insights to understand their dominating narratives in governance, audiences and pop culture.
