“Those who own data own the future,” writes Yuval Noah Harari in his book 21 Lessons for the 21st Century. Current developments in AI applications such as ChatGPT underline this once again: the world revolves around data.
Whether it's a supermarket that predicts which offer you'll put in your shopping cart based on your previous purchases, or a streaming service that develops a series that you'll know in advance you'll watch – the right data makes all the difference.
Also in marketing and communication. After all, with good data and its correct interpretation you can optimally respond to what is happening in the market and what the media and other stakeholders are concerned about, and thus shape your own possibilities.
These data can be of various nature. From publicly available data (on which subjects do competitors profile themselves?) to internal data (what challenges do our customers face?), from our own market research to CBS figures or opinions of specialists in the field.
Analysing data from the many public and private data sources
So we start our process with a solid data analysis. Where we ask you and ourselves questions such as:
Combining and interpreting data as a solid foundation for the right story
Once we have identified the right data sources and drawn the relevant data and conclusions from them, we can build the foundation for a sound marketing and communications strategy.
On top of this foundation come the story-technical shell, finishing and ornaments, which we create with our own methodology: the Wisse Strategic Insights Index. With this Index we determine the following components:
Thanks in part to the input from the Wisse Strategic Insights Index, we can advise the client on the right angles and the most interesting trends, issues and influencers.
The Wisse Strategic Insights Index is updated at least quarterly, in order to be able to respond flexibly to the rapidly changing field of work of the client.
Putting the story on paper - or on audio or video - with the right approach and angles.
Once we have built our storylines based on a solid analysis and insight into trends and issues, we enter the creative phase. We create the content that best resonates with the desired target groups.
Of course, this is not just about traditional editorial content; we focus on the content that has the most impact. This could be an infographic, a blog, a post with visuals, a video, a podcast, a round table or an event.
Pushing content to the right recipients. After which the cycle starts over again.
After the analyzing, building and creating phases, all we have to do is get the content to the right target groups according to the ideal frequency, channels and resources: distribution.
After which the process starts again. After all, distributed content leads to new opinions and insights, which in turn influence our analyses, and thus the building and creation process and the optimal distribution methods.
“We are surrounded by data, but starved for insights”, said marketing & customer experience expert Jay Baer. And we are changing that with our story selling proposition.