Pushing Key Initiatives: Creating a Media Measurement Strategy Tied to Business Goals
Wes Tyeryar, Director of Strategic Partnerships, PublicRelay
A leading financial insurance company wanted to revamp its media measurement strategy. The new CCO tasked with implementing the improvement wanted to move their strategy beyond the manual media monitoring that the communications team had been employing. The team decided to adopt a human-assisted artificial intelligence solution that yields fully analyzed, accurate results in near real-time. The communications team can now spend less time worrying about collecting and organizing all the coverage data and instead focus on macro-level strategy. Company-wide goals like being known as a socially responsible organization are now attainable with all the new insights available. The communications team also has access to intelligence on their competitors, so the company knows how well it stacks up against the rest of the field.