Profusion
Profusion is a leading data consultancy that specialises in predictive modelling, email marketing, business intelligence and customer satisfaction. Its mission is to put data at the heart of every business decision by placing the right insight, in the right hands, at the right time, to create value.
With an expert team of data specialists, the business supports a range of blue-chip clients on their end-to-end journey from designing data strategy to developing the data products to make it a reality, and critically delivering data culture across organisations through the right people and cultural interventions. Clients include HSBC, Unilever and first direct.
Profusion also offers a Data Academy offering coaching, training, mentoring, secondments and talent programmes to make this a reality.
The challenge
The task was to position Profusion as a key industry player while raising awareness of its proposition – and, in turn, the importance of data in business strategy – to key markets. But the data media landscape was highly saturated. And Profusion’s news pipeline was minimal.
Thus, our approach was to create our own news. Leveraging the news agenda we developed a rapid response approach to all relevant happenings with a particular focus on government policies and regulations, such as the UK AI strategy, the EU AI Act and GDPR, along with major tech narratives, such as generative AI, the metaverse, privacy vs personalisation and the data skills gap. This resulted in powerful brand exposure across A-list media while establishing Profusion as the ‘go-to’ data science expert with key media.
This was supported with a wide range of rich thought leadership designed to position Profusion as an authoritative voice of the industry in core and vertical sector titles including data, HR, IT, business, marketing and property.
+ Click below to see some of the coverage we secured …
Results
The campaign generated over 200 pieces of coverage over a two-year period.
Various national hits include the Daily Mail, Sky News, MSN and Yahoo along with four separate inclusions in the Times’ Raconteur covering everything from the future of data through to best business uses for automation.
Regular commentary in top tier tech media including Tech Monitor, IT Pro, Computer Weekly, Verdict, UKTN and The Next Web.
Ongoing marketing and data media focus with titles such as Communicate, Decision Marketing, Datanami, Data Centre News and Datacentre Solutions.
Dominant share of voice achieved in core target HR media including Unleash, HR Today, HR Zone, Personnel Today and HR Review.
Thought-provoking thought leadership in major tech titles such as Venturebeat.
Vertical sector success in hard-to-reach audiences including property, with articles in Property Week and Property Reporter, through to government media with the MJ.