Data helps you to frame better stories: Aditya Yadav of gogoBus

In this chapter of  ‘Data Champions in Communications’, we caught up with Aditya Yadav, Corporate Communication Lead, gogoBus. 

1. How did you come to communications?

I started my career as an intern with a reputed PR firm and then moved out to a PR Consultancy startup that mainly handles startup clients. This stint of my career was more than a job. I’m a PR enthusiast and a storyteller at heart. Then, I quit this startup and joined gogoBus to lead their communication to strengthen their position and their vision to organise intercity travel. I closely work with co-founders and senior management to lead their communication. I have always enjoyed storytelling and managing the image of a startup in this ever-changing business environment. It has been an exciting journey leading the communication of gogoBus, one of the best startups in intercity travel in India. 

 

2. What was your first interaction with data?

I am a data believer from the heart. Well collected and structured data helps you to frame better stories, press releases, and other information materials. Data is the best way to create an image of the organisation.

My first interaction with data was during my tenure at Perfect Relations when I was working as an intern and servicing AETMS 2020. I was handling the media invites, media registrations and press conferences. Working on the big excel sheet and maintaining the data in a systematic manner helped me a lot in my PR career.

Working on big datasheets helped me a lot in my career, I started applying data directly to my PR strategies. It also helped me in advising my clients better about how PR affects their business objectives and in measuring impact.

 

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

 

I use data to measure and analyse the competition in the industry and set a benchmark for me, which helps me to ideate and deliver campaigns that directly impact the target audience.

4. Did you solve any challenges in communications with data?

Yes, there were a lot of challenges in communications, especially after the pandemic. Now, the media landscape in India has totally changed because of the boom in startup culture. It’s very hard for the media to cover every startup.  Every facet of every innovation takes time and research to cover, which poses the problem of market capturing. This is where we face many challenges when it comes to convincing journalists to take out time to learn and talk about our startup’s vision and growth.

This is a sphere where data helped me overcome challenges with facts. With the help of data, we can show real growth and how we are working towards our goals.

5. What is the most important metric for you?

As a comms person, the most important data point for me is the ever-growing positive share of voice of my startup.

6. What is your favourite tool for data insights?

I work with a lot of tools to get data insights which help me to make my work easier and I prefer to work with google trends and google analytics, it helped me a lot in planning my PR strategies.

 

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

Being technology driven – both as people and as marketers – we spend an inordinate amount of time focused on how to automate and scale our marketing efforts. We need to realise how marketing and communication have evolved from a ‘call to action’ push to a more one on one personalised interaction with the consumer. And, data has been in the midst of it all. Without data, any sort of personalization would go straight out the window because we wouldn’t have any knowledge of demographics or sentiments of said demographics.

8. What is your favourite campaign?

My favourite campaign that I was part of was Michelin Chennai Tyre Test in 2020 because media and auto reviewers were very excited about the drive as tyre manufacturers did not usually organise such tests in India. So, this became a one of a kind project of national stature. Moreover, it was one of those campaigns where all-nighters led to memories and it all just felt worth it at the end of the journey.

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

For budding comms professionals, I would say –

1. At least once in your career do work with an early-stage startup, it will give you a lot of learning because not only do you get exposure, you understand responsibilities better. The liberties for creativity are limitless which gives you perfect room to grow.
2. Never stop learning and try to create a blend of new and old skills. I say this because of the dynamic nature of communication– we constantly have to upskill to remain on top of our game.
3. Constantly stay up to date with current affairs. Reading expands knowledge and further improves your ability to assess and analyze in furtherance of your goals.