Rob Lovegrove has spent the past decade pioneering the use of big data in the Australian communication industry.
A regular lecturer and guest speaker on the subject of predictive communication, sentiment analysis and data analytics, Rob is a trusted adviser to all three levels of government as well as private companies from multinationals to small businesses and not-for-profits.
Data in an emotional world
While every industry and sector is leveraging data analytics, the art of communication and creative delivery has a unique relationship with data sets. That is because at the end of an engagement is a human being with emotional needs, driven by both rational and irrational preferences.
As such, data analytics within the realms of communication is regularly affected by bias and human interpretation
Our approach to data analytics
With a background in harvesting and analysing human movement and sentiment relating to people, brands and places, Rob brings a pragmatic approach to harvesting and putting context around data.
Importantly, our team aims to consider trend analysis to better understand how audiences have reacted or engaged with brands over time. This can then be used to set a hypothesis for how future engagements may unfold depending on the messaging and actions delivered by an organisation.
Typically, this approach to ‘predicting’ future engagement outcomes is based on an iterative approach to presenting and testing reactions to messages, brands and events.
Our services
While some of the leading-edge data analytics may be seemingly out of reach for some organisations, just analysing the ‘basic’ datasets at your disposal can help improve future outcomes. This might be through:
- Website Analytics
- Google Ad analytics
- Social channel analytics
- eDM open rates
- Event or service engagement insights.
Critically, our team is conscious of needing to put context around any key findings, not just delivering raw data left open for interpretation. As such, we can also provide support in:
- Trend analysis
- Sentiment reporting
- Predictive communication strategy
- Data harvesting and validation.
