January 13, 2014

Leveraging DPR Data to Separate the “Signal” from the “Noise”

At Dukas Public Relations, we are constantly improving the design and execution of our campaigns for maximal impact on our clients’ bottom line. Since our agency serves the financial industry, we are no strangers to consistent demands for value and proof that our work is delivering on expectations. Simply put, our clients look to us to deliver the “alpha” of PR, just as their clients are looking for the “alpha” on their investment returns.

To meet the demands of this rapidly evolving environment, DPR has adopted the use of data-driven analysis to evaluate the impact of our campaigns and increasingly guide the strategy we deploy on behalf of our clients. DPR’s bespoke system is built upon Google’s cloud technology and meticulously captures the critical attributes (e.g. outlet, spokesperson, publication date, etc) for each result we secure on our clients’ behalf. This wealth of data allows us to track the emergence of trends over time and helps us adjust our campaigns with rapid efficiency. For example, our measurement of trends in client media coverage helps us determine when it has become too concentrated among a few specific outlets, so we can quickly execute a shift in our outreach efforts.

As our system has evolved, we have gradually incorporated the use of data derived from Google Finance in order to identify correlations between secured media results and real world events. In a pilot program DPR ran in Q4 2013, we found that on days our client Global X appeared on television to discuss their GURU ETF, trading volumes averaged a 17.5% increase over average volumes. While this is an admittedly small sample size, and there are any number of exogenous factors that affect trading volumes, we are encouraged by our initial results.

As 2014 unfolds, we plan on expanding this program to other clients, with the ultimate goal of analyzing the impact of results for all of our clients — based upon measurable data — in real time. As Nate Silver so aptly notes about data analysis, separating “the signal” from the “noise” is a difficult task. Yet we believe strongly that the use of these tools will help us refine our craft, make better decisions about how to execute our campaigns, and, most importantly, provide greater value to our clients.

– Doug Hesney, Vice President