Connect with us

Hi, what are you looking for?

HEADLINES

Finding meaning in data: Why a PR firm is going all in on narrative mining

Introducing an integrated methodology M2 calls narrative mining — which helps organizations analyze and understand the stories that people share and the way these spread and change over time.

Today, data is being used to not just predict human behavior, but influence it. This was the case in Cambridge Analytica’s use of Facebook data to influence elections around the world, including the Philippines.

“We’ve always been a data-driven agency. But last year, we decided to invest even more heavily in our data and analytics arm,” said Doy Roque, Founder and CEO of M2.0 Communications, a PR agency focused on using data to drive its communications initiatives. “The pandemic forced us to re-evaluate our approach and ask ourselves very important questions: What do our clients need now, what will they need moving forward, and what are the other ways we could add value through our as communicators?”

The result is an integrated methodology M2 calls narrative mining — which helps organizations analyze and understand the stories that people share and the way these spread and change over time.

“In so many words, narrative mining is the application of network theory, NLP, and other statistical methods to discover, unpack, analyze, and understand narratives,” said Karlo Cleto, Head of Data and Analytics of M2. “By doing so, we hope to surface richer, truly data-driven insights to enhance everything from strategic planning and reporting to messaging and influencer outreach.”

Advertisement. Scroll to continue reading.

According to Doy Roque, narrative mining is a gateway for further innovations in the PR space. “We’re just scratching the surface with the applications of data in public relations, digital, and marketing communications,” he said. “Our near-term goal is to further develop our tools to unearth even richer insights quickly and at scale.”

Advertisement
Advertisement
Advertisement

Like Us On Facebook

You May Also Like

HEADLINES

Creativity and experience is a common AI activity theme among Filipinos with 48% using it for photo editing and 42% for both entertainment and...

HEADLINES

Converge will leverage Ribbon’s advanced Muse Multilayer Automation Platform (MAP) designed to maximize the value of IP Optical network investments through comprehensive control, analysis,...

HEADLINES

Designed to address the challenges of high-value investments, the facility provides a venue where businesses can test ideas, refine processes, and explore the full...

HEADLINES

By teaming up with PICKUP COFFEE, known for its premium, espresso-based coffee and exceptional customer service, Caltex can offer customers a rewarding coffee experience...

HEADLINES

The future of communications hinges on our ability to responsibly harness artificial intelligence, ensuring it enhances, rather than undermines, the art of strategic communication.

HEADLINES

To meet surging AI demands, 43% of new data center facilities are expected to be dedicated to AI workloads. With AI model training and...

HEADLINES

Qwen2.5-Omni-7B delivers uncompromised performance and powerful multimodal capabilities. This unique combination makes it the perfect foundation for developing agile, cost-effective AI agents that deliver...

HEADLINES

As technology becomes increasingly integral to everyday life, digitally savvy kids can enhance their tech skills to further enrich their knowledge and creativity. This...

Advertisement