How Next Media leverages data analytics for effective audience engagement
This was the central theme at the 3rd Annual National Public Relations Symposium, themed “Advancing PR Excellence through Emerging Trends,” held at the Golf Course Hotel in Kampala.
The symposium, attended by professionals from marketing, advertising, and communication, as well as students and aspiring professionals, provided an invaluable opportunity to learn, network, and contribute to the various topics discussed.
During the second panel discussion, Kevin Kaija, General Manager of Afro Mobile/NPL, highlighted how Next Media leverages data analytics to make informed decisions for effective audience engagement and measurement, noting that data analytics serves as the backbone of Next Media’s strategy, allowing them to comprehend audience behavior through products like the Afro Mobile app and Next Com.
She cited the example of the launch of our Gen Z bulletin, NBS Kulture Konnect, which was directly influenced by data insights into younger audience preferences.
“Accurately measuring audience sentiment is crucial for understanding engagement levels and making data-driven decisions. We use methods like posts, polls, and surveys to gauge audience sentiment, ensuring our content continues to engage and satisfy viewers,” noted Kaija.
By harnessing the power of data analytics, Next Media is shaping the future of media and setting a new standard for effective audience engagement and measurement as we continue our journey of Informing to Transform.
Thomas Tayebwa (MP), Deputy Speaker of the Parliament of Uganda served as the Guest of Honor and Keynote Speaker. Other panel discussions delved into topics like The role of Public Relations through the lens of a CEO, Sustainability and ESG Communication, The cardinal role of PR, and AI and its impact on public relations strategies that were deliberated on by various professionals from various organizations present.
