Using Data to Improve Media and Communications Campaigns Results
October 26, 2020 1:30 PM – 2:20 p.m.
Session Type: Big Data & Measurement
When was the last time an executive wanted you to secure media coverage but with no story strong enough to hook a reporter? How many times have you or your team members spent hours writing content only to find that nearly no one viewed, liked or downloaded it? How often have you sat in meetings with executives or a board of directors that makes decisions based on a hunch or what they assume would be best for customers, members or donors?
If you face these challenges in your work, this session is for you. Come learn strategies, discuss results-driven case studies and engage in an interactive Q&A on how to use data to generate media coverage and improve the effectiveness of your internal and external communications campaigns — from an expert whose research for clients has appeared on ABC News as well as in The New York Times, The Wall Street Journal, Forbes, Men’s Health, Women’s Health, and hundreds of other top news outlets.
Lisa Kiefer is a former market research firm executive who is now president and CEO of Sightline Strategy, a data-focused leadership and organizational strategy consultancy. She has designed and conducted research for hundreds of companies including dozens of the Fortune 100 as well as national associations and nonprofits — from Amazon, Microsoft, Home Depot, Citi and Procter & Gamble to the American Diabetes Association, American Gastroenterological Association, Medical Device Innovation Consortium and others.
Key takeaways for the session include how to use data to increase chances of securing more and better quality media coverage; how to enhance lead-generation and marketing content; and how to foster stronger relationships with customers, members and/or donors.
By the end of this session, participants will be able to:
• Increase chances of securing more and better quality media coverage.
• Enhance lead-generation and marketing content.
• Foster stronger relationships with customers, members and/or donors.
If you face these challenges in your work, this session is for you. Come learn strategies, discuss results-driven case studies and engage in an interactive Q&A on how to use data to generate media coverage and improve the effectiveness of your internal and external communications campaigns — from an expert whose research for clients has appeared on ABC News as well as in The New York Times, The Wall Street Journal, Forbes, Men’s Health, Women’s Health, and hundreds of other top news outlets.
Lisa Kiefer is a former market research firm executive who is now president and CEO of Sightline Strategy, a data-focused leadership and organizational strategy consultancy. She has designed and conducted research for hundreds of companies including dozens of the Fortune 100 as well as national associations and nonprofits — from Amazon, Microsoft, Home Depot, Citi and Procter & Gamble to the American Diabetes Association, American Gastroenterological Association, Medical Device Innovation Consortium and others.
Key takeaways for the session include how to use data to increase chances of securing more and better quality media coverage; how to enhance lead-generation and marketing content; and how to foster stronger relationships with customers, members and/or donors.
By the end of this session, participants will be able to:
• Increase chances of securing more and better quality media coverage.
• Enhance lead-generation and marketing content.
• Foster stronger relationships with customers, members and/or donors.
