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Monday, 18 December 2017 12:32

Big Data and Corporate Communication Strategies Featured

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The arrival of data in high volumes and from a plethora of sources has driven corporate businesses into acknowledging the importance of managing generated data appropriately. Nestlé, case in point, a Swiss company which targets the Kenyan market as well, recently set up a Big Data center to better handle the data it produces. One of the critical roles of such an investment is to convert the vast chunks of data into information which will form an essential part of the decision-making process, and, as a result, affect the profits. The challenge for companies like Nestlé, however, is to recruit IT gurus who will use their experience with tech, business, and mathematics to help decipher the data. Strategic decisions will, therefore, be evidence-based, much like people do it in medicine, no wonder Harvard Business Review recently ranked the data scientist profession as the sexiest job of the 21st century.


More importantly, curiosity about Big Data extends beyond the need to recruit new professionals. More extensive research into the subject is being done, and some have even been bold enough to also use it as a talent management tool, a phenomenon referred to as ‘the talent algorithm”. Owing to the realization that business corporates have access to data about their employees’ assessments, interaction on social platforms and climate surveys among others, companies can now form a personal view of each subject and augment their performance and talent.


Integrating Big Data into Communications Strategies


Big Data is already being used extensively in business, art, talent management and journalism. Our focus shall thus be its utility in communications strategies since it is laden with unique advantages that would facilitate companies during the information age. If Big Data permeates and forms a fertile ground for communication just like it did in the aforementioned fields, companies will be more flexible and well adapted to the requirements of every party involved. A condition for effect to be felt is that the generated data should land in the hands of the communications team. The data should include those collected from internal and external communications between the business and its stakeholders.


A good example is conducting data analysis with the help of a communications filter to help the communications department ascertain that an event is newsworthy before disseminating it to the public. The company can also create and fund studies to assess the validity of quantitative data and identify new consumer trends/tastes and preferences. With regard to data from internal correspondence, the company should use employee interaction channels and tool to improve is strategies. A company’s story should not remain oblivious to the reality that Big Data provides.

Read 129 times Last modified on Monday, 18 December 2017 13:22

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