CommTech to Enable Data-Informed Decisions

Brittany Paxman ()
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Brittany Paxman: Point 600

A chapter in Mastering CommTech, 2025, pp 87-102 from Springer

Abstract: Abstract In the evolving landscape of corporate communications, the effective use of CommTech can empower organizations to make data-informed decisions. Brittany Paxman highlights the transformative potential of technology in overcoming the “Data Slog”—a time-intensive process of data cleaning and organization that limits actionable insights. CommTech offers a solution by flipping this ratio, enabling communicators to spend less time on mundane tasks and more on strategic analysis. By integrating key technologies such as media monitoring, social media analytics, and perception surveys, organizations can align data sources with strategic goals, facilitating hypothesis-driven decision-making and predictive Communication Intelligence. Real-world applications, such as a Fortune 50 technology company’s use of data to enhance reputation, illustrate the benefits of streamlined CommTech workflows. The case study showcases how granular, frequent data collection and prioritization analysis led to measurable improvements in key reputation metrics. This paper emphasizes the necessity of automation, tagging systems, and predictive modeling to drive efficiency and performance in communications. By adopting a structured approach to CommTech implementation, organizations can reduce inefficiencies, derive actionable insights, and foster strategic alignment across functions.

Keywords: CommTech; Data-informed decisions; Predictive Intelligence (PI); Communication metrics; Automation; Hypothesis-driven strategy; Digital transformation; Stakeholder engagement; Data visualization; Business intelligence tools (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/978-3-031-90302-1_5

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