Best Practices in Survey Analysis

Survey analysis is a critical step in the data-driven PR campaign process. Before releasing the data, you need to set clear goals and expectations. This will help you decide if you have enough relevant data to generate results. With an effective data collection and promotion strategy, your company will realize an increase in media placements, thought leadership and residual value that will keep reporters and journalists coming back for your perspective long after your data study is released.

3 Key Considerations When Conducting Survey Analysis

There are at least three important components to keep in mind when analyzing data for marketing impact:

  1. Look for Headline-Worthy Statistics. Pull out potential headlines reporters could use for their stories and use those angles in your press releases, pitches and any other subsequent collateral. Strong, headline-worthy statistics will set you apart from your competitors and position you as a credible expert among reporters and your target audience. Prospects are inundated with information and content, so what makes your story different? Demonstrate this with solid headlines for your data studies.
  2. Share the Data With Thought Leaders. Share your results with thought leaders in your company to get their perspectives and capture insights about the data. What does this data mean for your target audiences? How can they use the data to improve their business results moving forward? All of these questions should be answered in your survey analysis.
  3. Determine the Content You Want to Create. Once you have the data, organize it so that you can use the data as the basis for subsequent marketing materials. Consider creating an infographic, series of social media posts, white papers, landing pages, sales decks and more. It’s also important to take the insights you learned from thought leaders and weave their perspectives into your marketing collateral.

Carefully crafted data-driven PR campaigns can deliver significant return on investment for your company. But to achieve maximum ROI, you have to organize and analyze your data quickly and effectively. If you wait too long to release your data due to delays in creating the supporting marketing and press materials, the results could become stale and lose their newsworthiness.

Since many marketing departments are strapped for time and resources, it’s often best to enlist the support of an experienced partner who knows how to create data-driven PR and marketing campaigns.

At Walker Sands, we specialize in creating and executing data studies for PR and marketing success. We enable our clients to achieve key business outcomes through the optimized use of data and statistics in a PR and marketing context like we did for CEM software provider Empathica. We increased Empathica’s social mentions by 350 percent over the course of the PR campaign, as seen in this case study. Give us a call today at (312) 267-0066 and we can get started on a unique campaign for your company.

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