Data-Driven Communications Practice

In this episode, three seasoned communications leaders share hard-earned lessons on navigating internal communications when the stakes are high: J.B. Skelton – Director of Internal & Executive Communications, Microsoft Andrew Blotky – Founder & CEO, Azure Leadership Group, Author of Honestly Speaking Antonio Ortolani – VP of Global Insights, Meltwater  Together, they dig into the question: How do you prepare for the unexpected while keeping employees informed, aligned, and inspired? Key Insights Playbooks matter. Documented frameworks give communicators a head start when crises hit. They build trust with leadership and prevent scrambling. Listening is more than surveys. True listening means pulse checks, relationships, and understanding how representative “loud voices” really are. Authenticity wins. Employees and consumers see through opportunistic statements. Speak only when you have a clear purpose, and back words with meaningful action. Even-keeled leadership. Comm

In this episode of Expert Exchange, @DinoDelic sits down with Renee Connolly, Chief Belonging & Inclusion Officer at Merck KGaA, to talk about what it really takes to drive Diversity, Equity, and Inclusion in a 354-year-old company. From setting aspirations instead of quotas to making space for uncomfortable but necessary conversations—Renee shares how she’s working to embed inclusion into one of the world’s oldest and most global organizations. This one’s for leaders navigating culture change in established companies, communicators shaping inclusive narratives, and anyone curious about how to make DEI work beyond surface-level numbers. 💥 What you'll take away: [06:45] Why aspirations work better than quotas—and how to set them with intention [18:20] How to measure what really matters: behavioral change, not just headcount [27:10] Practical tips for building diverse hiring panels without tokenism [39:30] Why uncomfortable conversations are essential for growth (and how to ha

In this episode of Expert Exchange, ​@DinoDelic  chats with [my fellow Canadian] Jason Miller, Associate Director of Digital Marketing at York University, about what it really takes to tell a great story with data. From guiding non-marketing stakeholders through campaign results to redefining which metrics matter—Jason shares how to move from reactive reporting to proactive storytelling. This one’s for marketers, communicators, and analysts who are swimming in data but still struggling to connect the dots. 💥 What you'll take away: Bounce rate isn’t always bad — and why context changes everything (00:06:52) Stop the data overload — how to focus your reporting on just a few metrics that matter (00:16:10) Map the journey first — why walking through the user experience before analyzing data leads to better insights (00:27:45) Be proactive, not reactive — how setting expectations upfront can make your reports clearer and more useful (00:12:35) Adapt for your audience — how Jason si

In this episode of Expert Exchange, ​@DinoDelic sits down with Ellen Gerstein, Senior Director of Content Strategy & Digital Communications at Pfizer, to explore what it takes to create content that builds real trust—and doesn’t get lost in the noise. Ellen shares how she scaled her team, launched an employee advocacy program with over 75 million social impressions, and keeps her strategy grounded in user experience—even at one of the world’s largest pharmaceutical companies. This one’s for content leaders, communicators, and brand strategists trying to show impact inside complex organizations.💥 What you’ll take away: [05:20] Why thinking like an outsider is Ellen’s superpower—and how she keeps that perspective after 8+ years at Pfizer [09:40] What metrics actually matter for content success (hint: it’s about depth, not just reach) [17:00] Why reading the comments is underrated—and how anecdotes can be more powerful than dashboards [25:45] What authentic employee advocacy re

🎙️ In this episode of Expert Exchange, ​@DinoDelic  sits down with Drew Neisser, CEO (and self-proclaimed Penguin in Chief) of CMO Huddles, for a candid conversation about what’s broken in B2B marketing—and how to rebuild it. Drew’s interviewed over 600 CMOs, authored two books, and built one of the most successful B2B marketing communities out there. He’s also a LinkedIn Top Voice who’s generated over 1 million organic impressions… by breaking every rule marketers are told to follow on the platform. This episode is packed with insights for marketing leaders tired of artificial, short-term tactics and ready to put brand and community back at the center. 💥 What you’ll take away: Stop separating brand and performance — why it’s a costly mistake to treat them like opposites (00:11:45) Artificial marketing is killing trust — how PE/VC ownership is shifting marketing priorities in the wrong direction (00:06:20) Reputation > reporting — why CMOs must educate CEOs on long-term brand

🎙️ In the final episode of this season of Expert Exchange, ​@DinoDelic  chats with Genevieve Brammall, National Head of PR & Talent Relations at News Corp Australia, about what it really means to lead with data—and how to use it to fuel both team culture and business results. Genevieve didn’t score at the top of our Comms Maturity Assessment. But how she uses data in practice? A masterclass. From aligning publicity to business outcomes, to creating measurement models with real influence—her approach is smart, human, and practical. 💥 What you’ll take away: Vision + metrics — Why great leaders link their strategy to measurable outcomes (00:06:20) Beyond AVE — How a napkin sketch became her team’s PR measurement framework (00:10:45) The win-win-win — A model for driving individual, team, and business success (00:17:50) Culture powered by data — How live measurement inspired weekend work (00:22:10) Advice for future leaders — What emerging comms pros often overlook (00:26:30)

We’re back with Episode 3 of Expert Exchange.  If you work in PR, communications, or marketing, you’ve probably seen it happen: a strategy looks great on paper… then disappears by Q2ish. In this episode of Expert Exchange, ​@DinoDelic  is joined by Nikki Little, CMO at Franco, and Emily Hebert, Integrated Communications Supervisor, about why that happens - and how to make a plan that actually sticks. 💡 Together they dig into: Why so many strategies end up in the “strategy graveyard” How to align plans with business goals (and avoid working in a silo) Why execution plans matter just as much as strategy How to use data—and customer input—to guide decision-making The difference between being data-driven and acting on it Tips for making your plan flexible enough to handle change  If you’re in planning mode for next year or leading campaigns right now, this one’s worth a listen. Nikki and Emily share stories from the field and practical advice that hits home for anyone trying to

PR and marketing teams don’t suffer from a lack of data—we’re drowning in it. The real challenge? Figuring out what actually matters and what to do about it. In this episode of Expert Exchange, ​@DinoDelic  sits down with Sherry Thomas, Chief Strategy Officer at D-TAG Analytics, to talk about how to turn information into action. With a background in military intelligence and years of experience leading social analytics for global brands like Nike, Sherry knows how to connect the dots and drive smart decisions. 💡 Here’s what you’ll take away: Why your reports might be falling flat—and how to fix that What execs really want from your analysis (hint: it’s not a dashboard) How to turn social noise into clear, confident recommendations Why the best analysts think more like anthropologists than data scientists What happens when comms and marketing teams actually connect the dots  Sherry also shares how to break silos, build trust, and bring social intel into the rooms where real dec

In this episode of Expert Exchange, ​@DinoDelic  chats with Rose Jia, Head of Growth Marketing at Amazon Grocery, about building powerful campaigns without a traditional playbook. From launching programs across dozens of teams to staying focused in the chaos—Rose shares how to lead with clarity when the path ahead is anything but clear. This one’s for the marketers, communicators, and brand leaders tasked with showing impact fast, often with limited time, budget, or buy-in. 💥 What you'll take away: How Rose aligns teams around a single North Star—even when everyone’s moving in different directions Why marketing "without a map" isn’t a weakness—it’s a superpower How to connect dots across data, teams, and timelines to drive real growth Ways to protect your energy and focus in high-speed, high-stakes environments What Amazon has taught her about scalable storytelling and experimentation  Whether you work in a startup, a global org, or somewhere in between—this episode will shift

We’re back! Season 2 of the Expert Exchange podcast has officially kicked off—and we’re doing things a little differently this year with an audio-only format that keeps the focus where it matters: real stories, expert perspectives, and practical advice you can actually use. To launch the season, we’re bringing you a powerful two-on-one conversation. Host ​@DinoDelic  is joined by returning favorite Aaron Strout, CMO at Real Chemistry, and Dr. Geeta Nayar, a nationally recognized leader in healthcare communications and author of Dead Wrong. This episode is a must-listen if you work in communications, healthcare, or care about the impact of misinformation.Here’s a snapshot of what we cover:Why misinformation spreads faster than facts – 6x faster, to be exact. Dr. G explains the systemic issues fueling this and the real-world consequences that hit the ER. Marketing’s new role in healthcare – More than brand awareness. Today’s campaigns must educate, build trust, and meet patients where th

When a crisis hits, every second counts—and “transparency” suddenly feels a lot harder than it sounds. In this episode of Expert Exchange by Meltwater, two pros who live for high-pressure moments explain how to keep your cool and protect trust: Lianne Acosta – Head of Global Crisis Comms, Cloudflare Eric Porterfield – Senior Director of Policy Comms, Roblox  Together they unpack the playbooks, soft skills, and hard lessons that separate brands who stumble from those who steer the narrative.5 Take-a-ways worth jotting down Authenticity beats slogans. Everyone claims to be “open and transparent.” The real test is how fast—and how honestly—you respond when the news is bad.   A checklist saves minutes that feel like hours. Pre-define levels (P0, P1, P2). Know exactly who’s in the war room: legal, policy, product, sales, comms. Socialize the plan before you ever need it.   Correct the record—relentlessly. One wrong headline can live on Wikipedia forever. Push back, supp

In this episode, experience the return of our first #Expert, Danny Gardner, Head of Social Media Insights & Analytics at Haleon. In this interview, Danny dives into the world of social listening and its power to transform social media data into actionable insights. In this conversation, Danny shares how social listening and traditional research methods complement each other and why analytics and data quality are essential in his work. His examples, from gut health to navigating misinformation, illustrate the many ways social listening helps decode consumer sentiment and shape strategies.Danny is an absolute superstar when it comes to social listening! Join us for his powerful insights on tackling misinformation, the influence of emotions on beliefs, the role of consumer feedback (and its limitations), and how values drive consumer behavior. As always, share your thoughts and questions in the comments!  Takeaways:Analytics and data quality are essential for making informed decisions

Today I’m excited to share my conversation with Marisa Lather, the Director of Marketing Communications at Bridge Partners.Earlier this year, Marisa was a part of the Meltwater virtual panel discussion 2024 MarComms Trends: Setting You Up for Success, where she shared insights that were so valuable that I simply had to invite her to join me for this full episode. She did not disappoint - Marisa’s experience, insights, and actionable advice around building brands (both personal and professional) and creating mutually beneficial relationships with other teams are not to be missed.Whether you’re new to marketing or a seasoned pro looking for a fresh perspective, have a watch and let Marisa inspire you!  Takeaways:(6:48) Speaking each others’ language can help Sales and Marketing teams align their goals. (10:32) “People want to do business with people they like, and that’s what a brand is.” (13:13) When working on a smaller team, it’s important to stay connected to the organization as a wh

Hello everyone. This week’s episode marks the Season 1 finale of the Expert Exchange podcast, a conversation with Casey Harrison about her story of resilience and the challenges of reaching understanding in uncomfortable situations and working respectfully and productively with those we might disagree with. Casey is the founder and CEO of Polished Strategic Communications, and in this conversation we discuss the journey that led her to found her own business and take on the work that truly aligns with her values and fulfills her creatively and professionally. We immediately jump right in to Casey’s experience at the Indy Chamber during the overturning of Roe v Wade and Indiana’s immediate passage of Senate Bill 1, and she shares the challenges and opportunities of representing the diverse groups represented by the Indy Chamber through this historic period - and that’s just to start! Casey has a lot to say and a truly inspiring story, and I hope you learn as much from her as I did.  Hig

Today’s episode is a marketing masterclass with Allan Dib, the author behind the best sellers, The One Page Marketing Plan and his new book, Lean Marketing. I’m a bit of an Allan fanboy, and I think after listening to his incredible insights you will be too (if you aren’t already).In this episode, we explore everything from building a comprehensive marketing plan to leveraging AI as a marketing enabler - and so much more. We also discuss the cultural nuances of international marketing from the perspective of an Aussie who does a lot of business internationally; and Allan’s perspective on our recurring question about the Entrepreneur, the Specialist, and the Manager (if you’ve listened to other episodes, you’ll know what I mean!) is incredibly thoughtful and and enlightening. I hope you enjoy learning from Allan as much as I did.  Takeaways:A comprehensive marketing plan is essential for success in business. AI tools can be used as enablers to amplify marketing efforts. Identifying sign

Back in university, a professor once told me, “If you want good service, be a good customer.” In my conversation with Emily, we uncover the extension of that philosophy for marketers - that is, if you want to be a good marketer, you need to first be a good customer. Great marketers stay in touch with the humanity and empathy that goes into truly connecting with your audience. As the owner and lead brand strategist with Root + River, Emily is one of those greats whose humanity suffuses everything she does.I was excited to spend this time with Emily, just as I’m excited now to share her insights with you: from the quirks of human identity and how it relates to the customer journey, to the true metrics that matter most: the lives you touch. Emily’s journey is one of radical transformation and embracing what sets you apart, and her insights about how it affects her ability to relate to her clients and her career were revelatory for me. I hope they are for you too.  Takeaways:Finding time f

In this episode, we delve into the crucial role of building trust in business relationships, with a special focus on marketing and public relations. Aaron Jones, Director of Media and Communications at STV Group, joins us to discuss how trust is the cornerstone of successful partnerships, and why personal connections are key to understanding the goals and challenges of clients.We discuss the natural skepticism accompanying the early stages of a business relationship, and how Aaron has overcome that challenge through consistent and meaningful interactions. We also touch on the importance of connecting PR with broader business objectives, as well as PR’s challenges, opportunities, and continuing value in the ever-evolving business environment.Tune in to gain a deeper understanding of the importance of trust, and discover practical insights on how to build and sustain it in your business relationships.  Takeaways:Skepticism is often present at the beginning of a business relationship, and

For our first Expert Exchange Podcast, host Dino Delic interviews Sean McNulty, Creator and Writer for The Wakeup Podcast, exploring a range of fascinating topics including entrepreneurship, content creation, and the dynamics of women's sports and MLS. This episode delves into the critical balance between creativity and execution in business, as well as the art of maintaining audience engagement across various industries.Listeners will be treated to insightful discussions on converting casual fans into core enthusiasts, with real-world examples like Tiger Woods in golf and the NFL’s strategies for keeping audiences engaged. The conversation also navigates the complexities of societal issues within brand strategies, highlighted by Bud Light's recent controversy, and underscores the importance of truly understanding one's audience beyond the noise of social media.The podcast provides perspectives on the challenges of sustaining interest and quality in long-running franchises, with a focu

In my talk with Priscilla McKinney, CEO of Little Bird Marketing, we discuss her journey from cultural anthropologist to building a multi-million dollar business, alongside the shifting landscape of MarTech and the industry as a whole.Join us as we examine the evolution of influencer marketing and the fascinating intersections of cultural anthropology and marketing. Priscilla shares her motto of #AlwaysBeHelping, and how it informs everything she does in the spirit of curiosity and collaboration. Priscilla’s insights into how understanding human behavior and decision-making elevate marketing strategies are not to be missed! Give it a watch, and join the conversation with your thoughts and questions in the comments.  Takeaways:Cultural anthropology provides valuable insights into human behavior and decision-making in marketing. Influencers serve as shortcuts for consumers in making purchasing decisions, and their role in marketing has evolved over time. The buyer's journey has become mo

In the latest Expert Exchange podcast, Elorie Slater and I discuss the importance of emotional resonance in branding, and how connecting with customers on a deeper level sets brands apart in a crowded marketplace. As Brand Strategy & Marketing Director at Sports Garage Cycling, Elorie excels at taking a big picture approach to small business marketing strategy, and this conversation really showcases her profound insights into customer needs and behaviors.Elorie illustrates the way customers’ core beliefs about their lives and themselves influence their buying behaviors. She even breaks down psychological phenomena like the Pygmalion Effect, and how these factors fit into the complex machinery of consumer psychology 🧠Get ready for a conversation that will leave you eager to explore new possibilities in your own brand strategies and community-building efforts!  Takeaways:Small businesses benefit from focusing on well-defined inputs and building strong brands. There is often a gap be

In today’s episode of the Expert Exchange podcast, I sit down with Linda Descano, Executive Vice President at Havas Red, as she opens up about her career story as well as the larger stories shaping our industry. Join Linda on her journey from an ambitious 23-year-old interviewing CEOs to her role today: a seasoned professional in the agency world.Linda shares her insights about the dramatic changes in the industry over the past few years, and the challenges faces by companies today. From navigating polarized topics like DEI and sustainability to managing vast amounts of data, Linda brings her perspective and actionable advice on many of the questions on the minds of Communication professionals around the world.Linda’s warmth and wisdom made her a joy to talk to, and I’m sure you’ll enjoy her story just as much as I did. Give it a watch for insights, tips, and Linda’s answer to the question: “What makes a great life?”  TakeawaysResilience and a willingness to take risks are key to succe

In Episode 7, Brittany and I talk about the three key personas essential for running a successful business and how they align with our own roles. She opens up about her journey of kickstarting her own venture, driven by both market demand and her passion for bringing innovative ideas to fruition. We delve into the day-to-day of our daily client interactions, and the balance between tending to existing clients and drumming up new business.During our conversation, Brittany sheds light on the typical challenges her clients face when trying to leverage technology tools, and how her company steps in to help them overcome these obstacles. We also dive into the significance of data and analytics in steering smarter decision-making processes, while acknowledging the complexities of the data-driven landscape.Our discussion touched upon various topics, from grappling with overlapping tools to weighing the merits of point solutions versus suite solutions. We also pondered the meaning of maturity