{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Earning Your Seat","title":"Using Data to Drive Strategic Communications Decisions with Philippe Barillon","html":"","width":"100%","height":180,"duration":3183,"description":"In communications, we often focus on data, but how can we use it to make better decisions and drive real impact?\nIn this episode of Earning Your Seat, Philippe Barillon, Executive Director, Predictive Platforms and AI Enablement at Novartis, breaks down how to use data more effectively. He walks us through a simple, four-step process that takes us from looking at past results to giving actionable recommendations for the future.\n\nPhilippe also dives into the role AI is playing in communications, how to manage relationships with key stakeholders, and why it’s important to build trust, especially in times of crisis. He shares valuable lessons from his own experience, like why learning the language of business is essential for communicators who want to be seen as trusted advisors.\nIf you’re looking for practical ways to use data, build your influence, and drive better communication strategies, this episode is for you.\n\nEarning Your Seat is a Meltwater podcast.\n\nEpisode Highlights:\n(00:00) Welcome to Earning Your Seat\n(01:00) Philippe’s Background and Career in Communications\n(04:00) AI and the Future of Communication Roles: A Bold Statement by Stephanie\n(05:00) The Role of Critical Thinking in AI-Driven Decision Making\n(08:00) Descriptive vs. Diagnostic Analytics: Understanding the \"Why\"\n(13:00) Moving from Predictive to Prescriptive Analytics: A 4-Step Methodology\n(17:00) The Importance of Audience Understanding in Communications\n(20:00) Building Reputation: Why Trust and Consistency Matter\n(23:00) How Data Can Link Communication Efforts to Business Outcomes\n(28:00) The Super Bowl Ad: A Case Study in Effective Communication Strategy\n(34:00) The Value of Stakeholder Management and Building Trust\n(37:00) Learning the Language of Business to Earn a Seat at the Table\nConnect with Philippe: \nPhilippe Barillon on LinkedIn: https://www.linkedin.com/in/philippebarillon/\nDiscover Novartis: https://www.novartis.com/\nTake the Data-Driven Communications Free Assessment\nReady to...","thumbnail_url":"https://img.transistorcdn.com/Q8AipQFAstv07wUFEgasi98KjhE8BfBp4jYUuIERgDk/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS8yZjJm/MDM5Yzc3OTc5MjJi/ZTZhOGFkMjQyOWJm/YWQxYi5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}