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PRWeek's Agency Business Report 2022: Agencies Up to the Fight in the Comms Tech Space

5/3/2022

SOURCE: https://www.prweek.com/article/1754438/agency-business-report-2022-agencies-fight-comms-tech-space

Firms invest in their own technology as data and measurement reign supreme

PRWeek, Chris Daniels, 3 May, 2022

With every communicator and marketer now data-driven, PR firms are looking to gain a competitive advantage by moving beyond off-the-shelf tech comms. For an inside perspective, PRWeek sat down with communications leaders, including Geoffrey Sidari, WE's SVP of data and analytics.

"On every tool, the vendor is engaged with us to understand how it can be used to better help us. They've also become open to discussions about new features for data integration, because while tools are good at organizing data, they didn't [previously] have the APIs to connect datasets. That ability is coming along and will help us tell a more in-depth story for the client," says Sidari.

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