Heather Whaling, CEO, Geben CommunicationAs communicators, we align our goals to fit with the overall goals of our organizations. Whether creating strategies to accomplish newsletter growth or placing media interviews to drive awareness within key audiences, messaging and communication tactics are strategically and intentionally designed to hit these predetermined business goals. However, as communicators, we also find ourselves sitting atop a mountain of data full of powerful – and often untapped – potential. Member preferences, website traffic, even social media engagement are all readily accessible examples of valuable and available communications data that should be steering businesses decisions. This data can shine light on everything from what consumers and target audiences want to how they interact with brands to what drives conversation, conversion and loyalty.Over the past couple years, we’ve had to start thinking like data scientists. In order to provide exceptional value to our clients, we knew we had to focus on not only distill these data points, but also explore how they can drive our clients in their decision-making. Here are a few of our findings about how communications data can do just that:  Revealing Disjointed MessagingMy team recently completed a project with a local nonprofit that had evolved from an annual choir concert into an organization that leverages more than 10,000 hours of community service a year. While the organization was well-respected within the region, its messaging failed to shift with its mission. Stakeholders continued to refer to the nonprofit as a choir, despite the fact the work they were doing had elevated into so much more. Through a variety of internal interviews and analysis, our team was able to identify a disconnect in the messaging between internal and external stakeholders. The organization viewed itself as one thing, while external stakeholders saw it as another. With this data in mind, we were able to offer recommendations on harmonizing internal and external messaging, ultimately creating a new, cohesive vernacular that is being used to reshape grant applications and event strategies. Understanding Positioning in a Crowded MarketClients often claim that they have no competitors, when the reality is that quite a few similar products or services exist in the market. Understanding how our organizations and clients can create product differentiation within the competitive landscape is vital in not only reaching and attracting target audiences, but also in fostering a sense of brand loyalty amongst them. Communicators have much of this data available through products like Brandwatch, which offer the ability to analyze social media conversations and discover messaging that may be over- or underutilized, as well as public response to it. We have been able to use information uncovered by this data to offer clients new spaces where they would benefit from establishing a presence and joining the conversation, as well as untapped, ownable positions. By getting communicators involved at an earlier stage in the development of a product or service, the messaging can help drive the right conversations and set the stage for better market awareness. Unveiling Growth PotentialFinally, communicators have access to the resources to guide growth potential within organizations. Typically, where, when and how a business should grow is defined and driven by the intuition and gut instincts of the C-Suite. While this can be incredibly successful, it can also fall short without the data to support the decisions beings made. Communicators often have this valuable data available, but it’s typically not being used as effectively as it could be. For example, if a company is active on social media and thinking about expanding, social engagement and followers could be of help in determining the best locations to consider for expansion. Similarly, consumers and stakeholders may have concerns that could easily be addressed before any type of expansion takes place. In doing so, we can lay the groundwork for promoting vocal supporters instead of voices of concern when the news breaks.Letting communications data drive business decisions can be a game changer for clients, but they must be willing to accept it with open minds and commit to big changes. As communicators, our role is to convert information into the strategic guidance our clients can trust to build not only bigger companies, but better companies. The data can only reach its full value potential once we know where to find it, how to interpret it and what to do with it. [author]About the Author: Heather Whaling is CEO of  Geben Communication, a communications firm based in Columbus, OH with a second office in Chicago. Her commitment to innovating communication best practices and advocating for social good (specifically paid leave) earned her recognition as an EY Entrepreneur of the Year. Connect with Heather on Twitter (@prTini).  Click here to learn more about Geben’s insights-focused work. [/author]