Maja Pawinska Sims 24 Oct 2023 // 8:00AM GMT
LONDON — B2B technology PR & marketing agency CCgroup has launched a data and analytics service, D&A, in respond to client requests for a better understanding of their market position, media performance, and results of communications programmes.
The service will aim to help marketing and communications leaders plan insight-led campaigns, adjust the focus of programmes based on real time analytics and more easily demonstrate business impact.
In CCgroup’s recent client survey 25% expressed a desire to know more about their business in the media landscape and 65% wanted to better understand the impact of PR-driven content.
The agency has been trialling D&A for several months and it is already used by 30% of its client base. In addition, a global telecoms provider and international bank are using the service for bespoke impact reports designed to inform wider business and marketing strategies.
CCgroup CEO Richard Fogg said: “The last 12 months have been challenging for the global technology market. The natural result has been growing pressure on budgets and the need to demonstrate value to internal stakeholders. Whilst ‘under wraps’ our D&A service has supported clients in proving the success and impact of their marketing and PR programmes.
“Beyond helping clients showcase return on investment, D&A is helping us plan and deliver better programmes – understanding audiences, selecting channels, setting objectives, evolving messaging and course-correcting where necessary. It’s an important capability that’s key to CCgroup’s future success.”
D&A is led by account manager Matthew Denby (pictured, right) and account executive Amber Ellis (left), sponsored by board director Daniel Lowther. Denby said: “The PR industry has always struggled to measure its value. And although it has made great strides in the last decade, there is still work to be done.
“D&A is going to play a big part in addressing the measurement issue. With more tools and resources at our disposal – especially the new wave of AI-driven tech –we’re able to better evaluate the value of marketing programmes and ensure that clients can illustrate real business impact.”
Ellis added the service had had a “phenomenal” reaction from clients: “We’ve uncovered insights that have shed new light on our clients’ businesses, identifying new opportunities and allowing us to get ahead of challenges. While D&A has been in stealth mode, we've already seen the impact it can have not just on awareness and perception of a client's business but also how this impacts their organisation’s bottom line.”