Report Finds Communicators Put a Premium on Insightful, Comprehensive Data Over Cost and Speed.
- Insight and Comprehensiveness are crucial. 62% of respondents desire more insightful media intelligence. The most important changes for corporate and agency communicators alike are to make media intelligence more insightful, comprehensive, and accurate, rather than making it cheaper and faster. Yet only 24% feel consistently prepared with accurate data to make decisions.
- There's a Pressure to Prove Impact. Due to pressure from their CEO or executives, 83% of communicators must defend or are preparing to defend their decisions using data.
- Communicators Struggle to Make Sense of the Data. Only 21% of communicators say it is very easy to understand the media analysis they receive. 35% of communicators said the biggest pain point around media measurement is collecting data via automated tools and not having enough training to garner insight.