Weber Shandwick has joined the Affiliates Program at Columbia University’s Data Science Institute to collaborate on data solutions and adopt capabilities that will help the global PR agency improve how it benchmarks audience engagement with brands.
The Data Science Institute utilizes Columbia’s student body of data scientists to develop new gathering and interpretive data technologies to address social issues such as healthcare, city planning and communications. The Institute, which encompasses more than 150 faculty and nine schools, holds centers in Brazil, China, Singapore and Paris.
The Institute’s Affiliate Program regularly brings faculty and outside organizations together to collaborate on data-related social issues. Weber Shandwick becomes the first PR firm to join the program, and will share resources with Columbia’s team, as well as collaborate on new research projects that address challenges in areas such as health and patient care, data security and communication enhancement.
Allyson Hugley, President of Weber Shandwick Measurement and Analytics, told O’Dwyer’s that this partnership will give Weber access to research and data science that can help the agency identify and adopt methods to measure performance and solve client challenges.
“The relationship with Columbia University’s Data Science Institute will allow Weber Shandwick direct access to a diverse global network of data science thought leaders and innovators from a variety of sectors and areas of study,” Hugley said. “In partnership with the Institute, we will identify and adopt leading-edge analytics methods and capitalize on new academic research to accelerate how data is applied to all areas of our client work — from driving strategy to enhancing reputation, to optimizing content and creative to measuring performance.”
The agency, known for its data and analytics capabilities — particularly in the science and healthcare landscape — works with analytics companies such as BlueLabs, and regularly partners with its sister IPG agencies on analytics and big data endeavors. Weber previously partnered with the University of Missouri’s Prime Lab, which used biometrics and neuroscience to analyze how digital and social content can measure engagement. The agency staffs a specialized Scientific Communications team comprised of medical editors, doctors and science writers who simplify complex data as a means of educating and engaging stakeholders and consumers.
Hugley told O’Dwyer’s that its new partnership with the Data Science Institute will widen its foothold with thought leaders specializing in the diverse field of data science.
“Formalizing a relationship with Columbia University’s Data Science Institute is an opportunity for Weber Shandwick to go outside of our industry and connect with a diverse group of academics and representatives from leading organizations in technology, consulting and communications to learn about and co-create data solutions and bring new analytics thinking to our clients,” Hugley said. “This partnership is about our agency furthering our expertise in the application of data and more advanced analytics methods to enhance how our work helps clients’ address communications and business challenges.”
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