Schedule Viewer 2023

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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.

Takeaway

  • 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