Big data and AI aren’t just buzzwords anymore, they are important tools for a successful business and that includes communications as well!

As more and more companies look to adapt and recoup after being hit by the pandemic, it has become more important than ever to have communications that can be proven to work. But as Shayoni Lynn says, humans are context dependent – communications strategies need to fit your targets.

We talk with Shayoni Lynn about the importance of collecting and using data to nail down what works and weed out what doesn’t. We also talk about how important it is to be able to measure the success of your strategy.