The importance of data analysis and analytics in PR

For many years, PR campaigns have been the go-to strategy for businesses to drive engagement, increase awareness and create communities around the brand. In the past, knowing how effective a campaign was and its reach was somewhat immeasurable. However, one of the side effects of the abundant amount of technology we have at our fingertips is the level of data we can gain back from intelligent software and tools.

Although data analysis and analytics sound very similar, both have different functions. Data analysis is a broader term which refers to the process of compiling and analyzing data to present, helping businesses make informed decisions. Data analytics, on the other hand, stems from data analysis, but it involves the use of technical tools and analysis techniques to achieve various business objectives. This is also known as big data marketing, which is often used to target the right audience, decrease costs and analyze masses of data.

Author: Dmytro Spilka

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