Data-Driven Communication: Creating User-Centered Data Products for Communication Teams

Ramona Greiner () and Melanie Lammers ()
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Ramona Greiner: Feld M
Melanie Lammers: Bamboo Consulting

A chapter in Mastering CommTech, 2025, pp 185-200 from Springer

Abstract: Abstract This chapter explores the growing role of data analytics in corporate communication and public relations. It shows how communication departments can use data-driven approaches to make better decisions, enhance the impact of their messages, and achieve lasting success. By introducing “Product Thinking” as a methodology, the chapter explains how “Data Products” can be developed to help communication teams plan and execute their strategies effectively. It also examines regional differences and challenges across Europe, the USA, and Asia, offering insights on how to build a data-driven culture that everyone can embrace. Additionally, it discusses practical ways to create user-centered dashboards and highlights the importance of an iterative design process that responds to user needs.

Keywords: Data-driven communication; Predictive communication intelligence; Product thinking; Global communication; Data products; User-centered design; Communication analytics; Key performance indicators (KPIs); CommTech; Dashboard prototyping; Iterative development (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:fuobcp:978-3-031-90302-1_9

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DOI: 10.1007/978-3-031-90302-1_9

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