Data and comms go hand-in-hand: Moumita from Urban Company

In this episode of Data Champions in Communications, we caught up with Moumita Majumdar from Urban Company, discussing her passion for storytelling and her path to data-driven communications.

1. How did you end up in communications?

I’ve always enjoyed stories. Throughout my childhood and adolescence, I’ve been a voracious reader, always on the hunt for good stories. Naturally, I wanted to get into a profession that would allow me to craft stories. While pursuing my Masters in IIMC, I realized that communications would be ideal for me as it would enable me to create meaningful stories for brands. I started my communications career on the agency side, working on some of the biggest brands out there – Levi’s, Nike, Breitling, Netflix, Disney+ Hotstar, Bumble & more. 

Last year, I got the opportunity to join the corporate communications team at Urban Company and build the brand further with purpose-led communications. 

Storytelling is an art, and being in this profession fuels my passion for the same and also gives me the chance to create impactful change in the lives of so many people.

2. What was your first interaction with data? 

Data and communications go hand-in-hand. Good communications have to be backed by solid data otherwise it is fluff. Ever since my first stint in PR, I’ve always focused on data-led communications to create meaningful impact. It helps in understanding various nuances, which in turn aid in decision-making regarding comms strategies. Data-led storytelling is also reliable and believable for consumers.

3. How did you start using data in your campaigns?

I started using data from day 1 as every client asks for ROI. So, measurement and numbers have always been a big part of my life.

At Urban Company, we use data to analyze all our campaigns and drive our communication efforts. We are big on metrics and measurement and all our strategies are based on monthly findings using data.

4. Did you come across any challenge in communications where data helped you to solve it?

All the time! Every month we are using data to analyze our communication efforts and decide the way forward. Justifying PR efforts to senior leadership also becomes easier with the use of data. If we are thinking of spending money on a particular campaign, we always use data to first analyze the outcome and then go ahead.

5. What is the most important data point for you?

I always say that the number of clips doesn’t matter anymore, however, the core message, tonality, and kind of publication do. You could have 100 stories generated for your brand in a month but if only 10 communicate the core message, then you’ve lost the plot. 

6. What is your favorite tool for data insights?

I am currently experimenting with multiple tools as each tool provides something different and unique. 

7. How do you see data in comms in the coming days?

Data has and will continue to be one of the most important proof points for communications. We are dealing with a very smart audience today and every stakeholder –be it media or consumer is chasing data. Data-led storytelling will become even more important in the future along with purpose-led communications which aim to create impactful change.

8. Which is your favorite campaign?

It’s one of the campaigns I personally worked on since its inception – Levi’s #IShapeMyWorld. The insight of the campaign stemmed from data-based research and created a lot of impactful change.

9. What is your two cents for the budding comms professionals?

Be bold, fearless, and authentic. It will help you in more ways than one and aid you to curate the best campaigns and strategies for your brand. 

Secondly, always be thorough in research and back every campaign idea with insights from your research. Data is very rarely wrong.