Planning surpasses measurement as primary use of data in PR and marketing: study

PR and social media data is being used more for planning than for measurement, a study by a PR agency has found, but only a fraction of respondents feel their organisations are equipped to extract meaningful insights.


Using data for campaign measurement is no longer the Holy Grail for senior marketing professionals, claims a new study being launched this week during the International Association for Measurement and Evaluation of Communication (AMEC) Measurement Week.

Commissioned by international PR agency Hotwire, the study concludes that marketers now rank planning future campaigns and communications strategies as their prime use of PR and social media data.

Key findings:

  • 51% said their principal use of data is to inform future plans and strategies – providing campaigns with crucial insight up-front rather than at the end,
  • 80% of those surveyed saying their teams effectively use data and insights to inform strategy and planning,
  • 28% of marketers surveyed said they primarily used PR and social media data to analyse the success of past campaigns, and
  • 5% felt their organisation is equipped to extract meaningful insights from the data it collects.


Brendon Craigie, CEO of Hotwire, which commissioned the study, says measurement has to be at the heart of every campaign. “But measurement on its own, without a current understanding of the audience, the competition and the landscape just isn’t enough.”

“Marketers are now waking up to the real benefits of data – not simply using it reactively to measure performance, but gaining invaluable insight at the planning stage to ensure campaign success from the outset – and then all the way through to completion. That is true measurement at its best,” says Craigie.

The research was conducted by agency Vanson Bourne, and surveyed 100 senior marketing professionals with a global or international remit.


Peter Roper
BY Peter Roper ON 16 September 2014
Editor of Marketing. Tweets as @pete_arrr.