Interview: Comms director Andreana Soh on really making the most out of data for PR purposes

Data drives everything we do and is crucial when it comes to crafting experiences, particularly when it comes to the hospitality business as it is a dynamic and ever-evolving one.

In fact, data has become a huge asset that drives decision-making, especially when considering ways to enhance the customer experience, and to deliver impactful marketing campaigns, according to Andreana Soh, regional director of public relations and communications at Four Seasons Hotel Singapore. 

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So how can PR professionals and communications specialists leverage this data to guide decision making? According to Soh, it begins with first effectively collecting and analysing the data. 

"It is paramount to first define the objectives - whether it be for overall brand sentiment or for identifying trends. Choosing the right social listening and CRM tools is also an important and fundamental consideration to ensure that the data pulled will suit the needs of the business," said Soh.

She added that mixed methods combine both quantitative and qualitative data that can complement and enhance the validity of the data collected, allowing for a deeper more unified understanding of a guest.

"It can be an advantage to consider collecting data from different sources, and aggregating that to have a unified dataset that will allow for action to implement strategies or improve brand sentiment based on the insights gained," she added. 

Some of the tools Soh recommends are Hootsuite and Sproutsocial which offer data driven analytics and tools. Revinate, on the other hand, is a great reputation and social media management resource. 

"Even engaging external data companies such as YouGov could be a viable solution for insights and to explore consumer data trends," she said. 

Knowing a guest's sentiment then allows a brand to understand the type of relationship the guest has with the brand, as well as their preferences. This in turn creates the opportunity for brands to be able to better connect with their guests using the right marketing tools and channels and providing recommendations that are more tailored to their guests' needs, based on their actions, preference and interests.

This will ultimately lead to improved business, greater customer loyalty and retention, according to Soh.

Of course, all this data is for naught if internally, hospitality teams are not using the data to their advantage. 

As such, training and awareness is important to share the importance of brand sentiment and how it impacts the business, said Soh. It will also help to develop reports and share insights with relevant teams and stakeholders to help the team make more informed decisions moving forward.

"Based on the insights gained, recurring issues causing negative sentiment can be identified and addressed, and the brand can also capitalise on positive trends," explained Soh.

Check out more of what Andreana Soh has to say at #PRAsia #Singapore on 2 November at Shangri-la Singapore where you will be able to connect with 100+ PR and communication leaders worldwide to share ideas, forge partnerships, and unlock endless possibilities.

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