Inevitability of Data-Driven Communications Integration: Lessons from the C-Suite


Most business decision-makers agree that the likelihood for marketing and communications success is greater when the enterprise’s many activities are planned, executed and evaluated as a coordinated effort. This thinking, an example of which is “Integrated Marketing Communication” or “IMC,” emerged in the 1990s as a new and exciting way to optimize business results through greater efficiency and efficacy. And yet, only a relatively small number of companies achieved success in breaking down silos to initiate and sustain true integration.

Among the few, Southwest Airlines achieves cross-disciplinary integration in ways that enable the company to accomplish its business objectives. On Wednesday, March 30th at 2 pm ET / 1 pm CT, Tina McCorkindale of the Institute for Public Relations will moderate a discussion with Linda Rutherford, CCO for Southwest Airlines, and Mark Weiner, CEO for PRIME Research Americas, to share their experiences and answer important questions about Southwest’s approach and the importance of communications data in taking a more holistic approach to enhancing business performance .

You will learn:

  • What does it mean for the business to be “integrated?”
  • What are the benefits and challenges of initiating and operationalizing data integration thinking?
  • How does one begin the process?
  • Southwest’s experience applying holistic approaches to improve on-time arrival
  • How communications data integration is not confined to big companies only

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