Using A Data-Driven Approach For Creating Messaging

During this session, Christine Elliot of Crowe Horwath LLP, will discuss how the company leveraged digital listening to identify white space in the market and further enhance its content strategy and media relations activities. By tracking activity for key words and terms, Elliot and her team were able to refine and optimize its efforts, and further augment the success of its brand deployment, as well as its new and improved content and lead nurturing strategies.