The smart use of data is an imperative for communications professionals today. With the growing access to data and the proliferation of tools to analyze, measure, and report results, you could argue that data is everything.
That was certainly one drumbeat heard at this year’s Cannes Lions Festival. Many of the presentations, award entries and vendor exhibits focused on the power of data to drive the creative process.
Then again, without the right people who know how to sift through data, synthesize it, draw insights from it, develop a communications strategy based on it, and monitor it to know when something’s working or not, data does you no good.