Congratulations, You’re a Data Scientist!!!

Brandi Boatner, Digital Experience Manager. IBM

PRSA Buffalo Niagara Falls ChapterPower PR Mini ConferenceThursday, September 22, 2016

Today’s industry leaders are still adopting to changes in technology.

What are the new digital capabilities needed?

PR Pros as Data Scientists to help clients deliver a personalized experience

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Data storytelling drives digital storytelling for maximum influence

Turn customers into advocates for your brand or organizations

Immediacy is the new consumer habit.Innovation happens in hours and days.

A sea of data is both the fuel and resultof digital transformation.

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Structured and active Unstructured and dark

Data that’s comingData outside your firewallData you possess ++

How you invoke insights from all data will determine your digital intelligence.

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Public relations professionals that adopt analytics capabilities can discover what is happening, determine why it is happening, predict what is likely to happen and prescribe the best action to take.

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Translate expansive, ever-growing data sets into

differentiation when you act on game-changing

knowledge.

Evolve traditional skills and redefine your expertise serving as a resource within your organization.

Transform how you do everything together when you can learn and adapt perpetually.

GROWKNOWLEDGEFROM DATA

ENHANCE EXPERTISE

LEARN AND ADAPT

Reimagine what’s possible.

How will you get started?

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Do you have the data you need?

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… by translating fashion buzz into feet on the street.

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World-class city drives higher retail revenues …

Natural language in social media became useable data for marketing decisions.

Behavioral analytics show new ways to influence the influencers, boosting posts by 548 percent.

Retail offerings across the city are personalized in near-real-time response to new learnings.

G R O W K N O WL E D G E F R O M D AT A E N H AN C E E X P E R T I S E L E AR N AN D AD AP T

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• Stories stimulate conversations

• Good stories connect with emotion, surprise, concrete imagery, and narrative.

• With digital, create interactive narratives

• Establish a digital dashboard

SMART STORYTELLING

• Track outcomes and outputs• Maximize every customer

interaction• Go beyond the channel and

focus on interactions• Build customer engagement

through data creating advocates

CREATING ADVOCATESDATA SCIENTIST

• Understand your audience• Identify content opportunities• Harness all data available• Discover trends• Part analyst, part artist• Reimagine your role • Use technology to draw

insights to better serve audience

Digital is driving growth within the PR industry. Use technology & data to build relationships & move the industry forward.