Moneyball for Brands: How Communications Agencies Are Using Data Science

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New model of the media landscape

Before I came to Grio to do software development, I worked as an analyst at a digital marketing agency. Communications agencies are experiencing an industrial renaissance thanks to the rise of social media and the proliferation of data around consumer online behavior. Every Facebook like, every Instagram post, and every click of a link is an opportunity to measure a brand’s influence.

In the past, agencies were separated by activity, such as public relations, advertising, or branding, but these days the responsibilities are much more blurred. Clients are demanding increasingly complex marketing campaigns across multiple platforms. As a result, all firms are being asked to do more work outside of their comfort zone. Basically, clients are looking for a one stop shop for all of their marketing needs. Companies are more than happy to try to be that full service agency.

In this post I’d like to share a quick overview of the changes that communications agencies are encountering, and how they are adapting by incorporating data science into their service offerings.

The Importance of Onboarding Processes

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Being a new hire can be overwhelming in more ways than one. Meeting new people, learning how the company operates and how to become a successful member of the team.

In order to make this transition smoother, an onboarding process can be put into action. Going through this process typically happens once during the course of employment, beginning at the time of hire. Over time, faces become familiar and the day to day tasks become more routine, minimizing the unknown.

Hottest Social Media Platforms in China

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You might think that Facebook and Twitter are already occupying the social media space world wide,  However, in China they are blocked. When it comes to Social Media Marketing in China, you must use different tones to communicate with your Chinese audience on their own Social Media platforms, such as Weibo (equivalent of Facebook and Twitter in China), especially Sina Weibo, Tencent Qzone (equivalent of Facebook and Twitter in China), Tencent QQ (Instant Message tools), Tencent Wechat (Mobile communication and private social networking app), Renren (equivalent of Facebook in China) and Youku & Tudou (equivalent of YouTube in China).