Schedule Viewer 2023

Use the filters to find the speakers and sessions that present solutions to your greatest content marketing challenges and plan your personal CMWorld experience.

Note that rooms do fill up and seating is first come, first serve, so arrive early to sessions that you would like to attend.

Using Predictive Analytics for Proactive Response Strategies

Darren Bosik  (Senior VP, APCO Worldwide)

Location: Expo Hall Stage

Date: Wednesday, September 27

Time: 11:20 am - 12:00 pm

Pass Type: All Access Pass, Main Conference Plus, Main Conference, Digital Pass - Get your pass now!

Audience Level: Intermediate

Conference Theme: B2C

Session Type: Session

Track: Analytics & Data

Vault Recording: TBD

Audience Level: Intermediate

In today's digital world, it's more important than ever to stay abreast of issues affecting corporate reputation online. The availability of digital data enables more real-time access to critical insights that drive the right strategic business decisions. The session will explore how to predict the potential impact of online conversations on a company's reputation and the best message for response during a crisis or other reputation-related event.
The approach combines data science, social intelligence, and expertise in communications strategy. This data-driven reputation reconnaissance empowers companies to be more proactive in its response and mitigate risk to KPIs during key tentpole moments.


  • How to mitigate the risk to KPIs that are likely affected by upcoming news events (I.e., litigation settlements)
  • The segments (media, influencers, consumer, patients, etc.) most likely to respond to the events
  • The key message to consider post-announcement/news event
  • The emotions to use in the message that can best diffuse negative sentiment
  • The calibrated media mix to use for a response that can lead to improvements in key reputation drivers (ie., mix of influencers, media, social posts, owned channels, and Google search).
  • The response curves of segments – how long they are likely to remain in the conversation related to the reputation drivers so we can better target them and address their needs