Company: Edelman DXI, New York, NY USA
Company Description: Edelman Data & Intelligence is a global research, analytics, performance and data consultancy. We uncover actionable insights, inform strategic decisions and drive measurable impact. We combine our unique human expertise with the newest innovations in AI and technology to help our clients see and solve challenges in new ways.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: PR Innovation of the Year
 Nomination Title: Edelman DXI Impact Intelligence Dashboard
- Which will you submit for your nomination in this category, a video of up to five (5) minutes in length about the nominated innovation(s) since 1 January 2022, OR written answers to the questions for this category? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers for your submission, you must provide an answer to this first question: Briefly describe the organization that achieved the nomination innovation(s): its history and past performance (up to 200 words):
Total 158 words used.
Edelman Data & Intelligence is a global research, analytics, performance and data consultancy. We combine our unique human expertise with the newest innovations in AI, data and technology to help our clients see and solve challenges in new ways. Our team’s diversified skill sets and our deeply interconnected, cohesive approach enables us to provide a truly holistic perspective to empower bold decisions and inspire actions that strengthen relationships, create connections, protect reputations and build trust.
One key area of work for DXI is integrated measurement, where we deliver a comprehensive view of performance across channels and tactics to identify actionable insights and demonstrate holistic impact. We provide intelligence for all levels of comms and marketing, including brand/company level, campaign/channel level and tactic/asset level. Powered by a unique set of capabilities across research, advanced analytics and data science, integrated measurement enables us to showcase the impact of our work and connect communications and marketing efforts directly to business ROI.
- If you are providing written answers for your submission, you must provide an answer to this second question: Outline the nominated innovation(s) since the beginning of 2022 that you wish to bring to the judges' attention (up to 250 words):
Total 249 words used.
Communication organizations today are flooded with data from various sources due to siloed systems, leading to decisions driven by instincts over informed analysis. Measurement is often used retrospectively to display metrics, rather than a strategic tool to tailor communications based on KPI impact.
The Impact Intelligence Dashboard is a custom, web-based dashboard that centralizes all communications data into a single source to deliver real-time insights, ongoing measurement, tactical in-flight guidance and informed strategy and budget optimizations. It captures communication and marketing campaign activity inputs, outputs and outcomes across all channels (paid, owned and earned), audiences, markets and internal functions. The data pipeline includes Google Analytics, Talkwalker, Khoros, Ads Dashboards, GRIS survey results & proprietary Edelman DXI econometric model results linking communications to reputational and financial outcomes.
- CONSOLIDATE. Data from all paid, owned, and earned media is consolidated across the business and organized around a strategic measurement framework to allow a strategic real-time view of all communications.
- MEASURE. Econometrics and machine learning is employed to demonstrate the impact and effectiveness of paid, owned and earned investments to drive KPIs on an ongoing basis.
- OPTIMIZE. Data engineering and machine learning is used to accelerate time to insights and uncover tactical guidance and best-practice learnings on audiences, LOBs, functions and markets to maximize impact in-flight.
- STRATEGIZE. The dashboard allows communications leaders to optimize budget allocations and ROI, ahead of budget/priority shifts, informing business strategy through predictive models. It also allows users to select overall results or those of a specific focus area.
- If you are providing written answers for your submission, you must provide an answer to this third question: Explain why the innovation(s) you have highlighted are unique or significant. If possible compare the innovation(s) to the performance of other players in your industry and/or to the organization's past performance (up to 250 words):
Total 136 words used.
This innovation represents a paradigm shift from disparate to strategic measurement, offering recommendations for communications based on key metrics. Compared to traditional approaches, it provides a comprehensive view of performance, competitive positioning and actionable insights at granular levels. The integration of data sources and segmentation enables precise understanding and optimization of communication efforts. The dashboard breaks down silos, enabling communications to drive further value, and offers a single view of communication activation effectiveness.
- Measurement based on the impact, not vanity metrics
- Common access to validated data and results
- Ability to plan and set goals based on impact, not instinct
- Maximize impact by understanding how communications interact
- Actively determine the business impact of comms
The Dashboard allows communications leaders to quickly share insights and make modifications based on the most recent data, resulting in increased communication effectiveness.
- You have the option to answer this final question: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 35 words used.
The attached Impact Intelligence Dashboard Overview deck and video highlight of the work, methodology and examples of the dashboard in-action. These materials validate the argument regarding the innovation's impact, scalability and alignment with organizational objectives.
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