Glance Back, then Look Ahead

It's a common question when reviewing a data stream from Vocus, Meltwater or other communications data providers -- how did we do?

There's nothing wrong with taking a critical look at past performance. In fact, objective, qualitative measures are overdue in much of the PR world, with many shops and practitioners only having adopted basic tracking (beyond clippings) in recent years.

But a few innovators are looking at the same data set and asking an entirely different question -- what does this mean for the future? They're using the past to look forward.

Is predictive modeling a major step in communications programming? Absolutely.

With the pace and volume at which communications are moving across the world, predictive analytics provide a significant competitive advantage. What does the last day's digital stream say about what will likely transpire tomorrow? Where's the trend line headed of the crisis unfolding before you? Will person X continue to be an influencer on a hot topic next month, or will her star fade?

So the next time you open your browser window and log into your measurement dashboard, take a second look at what you're seeing. That dream of a crystal ball is becoming closer with every passing day.