Cortex highlights the importance of strategic information for decision-making that contributes decisively to vital objectives in all types of business.
According to the coordinator of the Aberje Research Center, Carlos Ramello, the companies participating in the survey have a reasonable level of maturity, with 51% of the communication areas at an intermediate level and 14% at an advanced stage in relation to data culture.
Cortex's Strategic Communication and Reputation Offer Leader, Otávio Ventura, points out that, in recent years, communication has been following the digital transformation experienced by businesses and, therefore, has taken on a more relevant role for C-Level. Therefore, companies that have a data-driven communication area will have a significant competitive advantage over their competitors.
Data and communication strategies
The study examined companies' communication management luxembourg whatsapp data models. 73% of participants develop an integrated communication plan, while only 17% plan and execute actions based on demands from other areas of the company.
In this scenario, communication actions are distributed across three main axes: management of the brand's reputation and value among external audiences (79%), management of internal team engagement (73%) and prevention and management of reputational crises for all audiences (69%).
During the analysis, the research identified the strategic objectives most connected to communication actions, such as increasing employee engagement (82%) and the ESG agenda (81%). In addition, reputational crises (68%) and expanding market share (56%) are also frequently interconnected aspects.
Additionally, 83% of the companies interviewed stated that data is essential for strategic decision-making involving communication processes, such as digital communication. Relations with the press (70%) and corporate reputation management (69%) also appear as decisions strongly guided by numbers. However, in processes such as sponsorship (48%) and community relations (34%), data analysis is less used.
The research also highlighted the key elements that contribute to the development of an effective data culture in the communications area. In this section, senior management involvement (73%), organizational culture (72%), availability of relevant data (71%) and team technical knowledge (70%) emerge as driving factors.