Not long ago, brand narratives were based almost entirely on quantitative information, such as a brand’s history and its place in the market.
Today, data and analytics have become an integral – if not primary – element of modern communication strategies, reshaping how brands convey their narratives and engage with audiences.
This newer role of data in crafting impactful brand journeys was the topic of a recent panel discussion featuring experts from Zeno Group and the Alzheimer’s Association. The event was held at Zeno Group and put on by the Chamber’s Mid-Market Chicago Council — BDO is presenting sponsor and BMO is supporting sponsor of the council.
“It is fascinating to me, as someone who’s been in this business a long time, to see how the quantitative is now layered and integrated at every single level of the qualitative,” said Courtney Thompson, Executive Vice President of Corporate Affairs at Zeno Group. “This area is now driven by data and analytics, which at its core makes you smarter, makes you more targeted, allows you to resonate with your audiences, allows you to segment your audiences, and really allows you to be agile.”
Amanda Moss, Senior Vice President at Zeno Group, emphasized the importance of audience research and message testing, sharing an example from a public health campaign during the COVID-19 pandemic.
“Talking about the safety of the Covid vaccine actually backfired, and it made people less likely to get vaccinated,” she said. “And not only that, but what did work was changing over time. So it shows the importance of using data and studying things not just one time, but continuously.”
Kate Murphy, Senior Vice President of Analytics at Zeno Group, stressed the importance of accuracy in data-driven storytelling. “We all know how much misinformation is out there now, so you have to know your source, know your source’s source, and double/triple check it,” Murphy advised.
The panel also addressed the challenge of misinformation in today’s digital landscape, as Thompson noted that many organizations are establishing their own news bureaus to combat this issue. “Employers are among the most trusted source of information for people right now,” she explained, noting this reflects the growing importance of internal communications and employee engagement in brand storytelling.
Bring a DIY Attitude
Mary DeMars, Director of Walk to End Alzheimer’s in Chicago, said she learned a lot by doing her own analytical work.
“You can segment your own audience, even if it’s just an email campaign,” she said. “Do something as simple A/B testing and send an email out on one audience at 8:00 AM and another at noon.”
This granular work has paid off dramatically for DeMars – for instance, it taught her that the best amount to solicit from potential donors is $50. “I know that because I’ve done four and a half years of research trying different ways. I’ve asked people to make donations of $15, $25, or $100, and I’ve measured the success of each of those different campaigns. They’re just small two-week different incentives, but you start to understand on a smaller scale what the impact is of those and just keep track of it. And you can slowly start to see trends.”
While data has become a cornerstone of modern brand storytelling, the panelists acknowledged that it’s not a silver bullet. The viral success of campaigns like the ALS Ice Bucket Challenge was cited as an example of how creativity and timing can sometimes transcend data-driven strategies. As Murphy noted, “You look at data analytics and what exactly happened to make it go viral, but in the end, everything kind of came together all at once to put it in that sweet spot.”
The experts also emphasized the importance of adapting to rapidly changing communication landscapes. Moss noted how one company capitalized on a Taylor Swift moment at a Kansas City Chiefs game by quickly producing a limited-edition product, demonstrating the value of agility in modern marketing.
“The fact that they were able to move quickly and execute within 24-48 hours to capitalize on the moment really drove the groundswell of earned media coverage – exceeding expectations and reach, due to their agility to move quickly,” Moss said.
As brands navigate an increasingly complex and data-rich communication environment, the panel’s insights underscore the need for a balanced approach. While data and analytics provide invaluable guidance, effective storytelling still requires creativity, dexterity, and a deep understanding of human behavior. The challenge for modern communicators lies in melding these elements to create narratives that resonate authentically with their audiences.
