Tim PrizemanKelso Consulting

PR & thought leadershipconsultants

The data goldmine hidden in your business

Thought leadership ?

Opinion is cheap – facts are expensive !

… and much of it is as dubious as this claim I found on the internet !

Data gathering

The good news…. It’s not just them !

It’s not just them …. It is you!

• Through the website• Through the cash till• In the IT system• In the call centre• In customer and employee surveys• In recruitment• Through online payments • In the reports your people make onsite

So how did two small businesses take advantage of this….

And what are the lessons for your organisation?

• Outsourced Employee expenses management

• 3 people in 2001, 90 in 2011• Acquired many FTSE and blue chip clients• 100,000s of individual users

• Outsourced Employee expenses management

• 3 people in 2001, 90 in 2011• Acquired many FTSE and blue chip clients• 100,000s of individual users

Vast amounts of data from whenever someone entered an expense claim – for them it was a waste by product

Data mined and analysed it to create:

Not just “content marketing”

• Main annual lead generation initiative

• At pitches won on insights (not service/ software features)

• High profile press coverage• Established

GlobalExpense as the market leader (so always invited to tender) – despite larger international competitor

• Management consultants• About 20 people• Advise larger businesses and councils on

improving employee and manager performance

• Management consultants• About 20 people• Advise larger businesses and councils on

improving employee and manager performance

Had data from client projects going back 15+ years (and had recently consolidated it on Excel)

Data mined and analysed it to create:

Outcomes included:

• Two-month campaign based on thought leadership report 50+ items of coverage including front page of the Daily Telegraph and Radio 4 interviews.

• Won “Best austerity marketing campaign” at Fresh PR Awards.

• Integrated campaign led to dramatic increase in sales meetings at councils

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Lessons….

• Most businesses have data lurking in them (especially cloud and service businesses)

• It is typically free, and it is a hugely valuable resource

• When you have data it adds a whole new layer of credibility to you and your arguments

Lessons

• Don’t just present the data – interpret it • Highlight trends your data illustrates

(identify trends and find the data to confirm it)

• Mix your data with external sources to aggregate up “UK PLC figures” for high-impact PR

• Don’t be too ambitious at the start – aim to build with future versions

Roadblocks

When you get opposition remember…..

You have to keep saying to yourself “petty bureaucracy won’t defeat me” over and over

Hope you are inspired to find the goldmine of data somewhere in your organisation

Part 2 – The data goldmine available outside of your business

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Slides available from:

www.kelsopr.com/blog

www.SlideShare.net

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