8 keys to create a more data-driven dream team

Communication pros who skillfully wield data are in prime position to succeed.

Due to the rise in data journalism, reporters and editors often prefer article submissions supported by data. Internal expectations are increasing, too.

“More and more businesses expect marketing and communications teams to make decisions and gather insights by analyzing the data they collect from marketing programs and initiatives, such as direct marketing, social media, public relations and events,” Caroline Japick, chief marketing officer at Pramata, says in a Forbes article. “The days of marketing ‘artists’ are gone.”

Here are tips from experts on how to up your team’s data game:

1. Identify objectives and metrics. The first step to building a data-driven content team is to identify the business objectives your content will support. Also, nail down the metrics that will prove the success—or failure—of your efforts to attain those objectives.