Data-Driven Cultures: Unveiling Their Impact

My targeting job as a Senior Account Manager at Neon Black Australia, a PR agency that specifies mostly on technology. The Neon Black is an organization that deals with public relation support in Surry Hills, Australia. They deliver public relations, digital marketing, and creative design services for a broad range of industries.

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I had discussed writing an article about data-driven cultures, including the cultural, economic, and social effects of a data-driven world, which attentive on the individual consumer. However, after doing more in-depth research into the type of content that Text100 produces for IBM, I found that it would be more suitable to alter the focus of my article to discuss the role that data plays at an industry level, although have included a short introduction about how information impacts us as individuals as a way to provide a holistic view of the data-driven world and also attempt to engage the audience on a personal level before joining them on a business level. I came to this conclusion by having a coffee meeting with Karen Wells, the VP and Managing Consultant at Text100, who explained that a lot of the content they write for IBM is in a business-to-business capacity, as well as looking at the type of content on CIO Australia, including how IBM is represented in this publication.

Through my experience working for a technology company myself, I know that customer-based evidence about what organizations can do with technology is extremely well received and essential in elevating the reputation of a tech brand. Karen confirmed this in our meeting, and this reflects my decision to include information about how companies such as Luxottica and Honda are using IBM technologies to make the most of their data and gain a competitive advantage. The decision to talk about data broadly and then mention different IBM technologies that rely on this data was so that the piece would have a thought-leadership element to it and could appeal to the broader CIO Australia audience, which is IT, leaders and C-Suite executives. Through online research about IBM's technologies and talking to Karen, I found that IBM is attempting to lead the cognitive computing conversation in Australia.

They also use the terminology 'cognitive computing', rather than 'artificial intelligence,' and this has been reflected in my article. Jacqueline Cowell z3461129 MDIA3003 T10A 2 Speaking to both Karen Wells and Mihika Gujral, an Account Director who also does the recruiting for Text100 Australia, they shared that at the Junior Consultant level, they look for candidates who have excellent communication skills (written and verbal), and are able to write any form of content, including blogs, native advertising pieces, media pitches, social media content, and more; this was also mentioned in a job ad on LinkedIn for the role of Junior Consultant. Karen and Mihika also explained that a thorough understanding of the clients you work on, and sufficient knowledge of the technology industry is necessary to get the job of Junior Consultant. My sponsored content piece aims to achieve these criteria by showcasing bright and sophisticated writing skills while also exemplifying an understanding of IBM's products, the broader technology industry, and the business challenges that C-Suite executives face about firm growth.

Reference

Cheverton, P. (2006). Global Account Management: A Complete Action Kit of Tools and Techniques for Managing Key Global Customers. Kogan Page Publishers.