Measurement is More Important as Layoffs Hit Brands, Burrelles' First Female Chief Says

摘要

[Editor's Note: As part of our coronavirus interview series, we spoke with Cathy Del Colle, who recently was named president of Burrelles, the data analytics firm founded in 1888. Del Colle is the company's first female president. A three-decade veteran of Burrelles on the sales side, Del Colle is admired inside and outside the company. In a wide-ranging interview, we asked her about how measurement is reacting to the pandemic, the current and future demands on analytics vendors, and what 'data beyond automation' means. Her edited responses are below.] PRNEWS: What do you see changing in communications measurement as a result of the pandemic? Cathy Del Colle: Executives are looking to cut operating costs wherever they can. Layoffs are a reality. While you might think budgets for vendors are being cut, I've found many clients are leaning on us more than usual after layoffs. Client service has to be a top priority for providers. In terms of communications measurement and how it's being used, as a result of the pandemic, ROI is critical. As I mentioned, layoffs always are a possibility, so teams need to make sure they are justifying their worth. Use the tools you have! If you aren't using analytics, get to know your numbers and make sure you're promoting your team's worth and how PR is an essential part of the company.