Anyone with experience in more open-ended, branding/comms and strategic analytics?

Business question examples: public's perception about and brand position within renewable energy, reputational risks, communication effectiveness?

Any good guides on metrics for PR/branding?
What could be good data sources for such analytics? Yougov, social media / news monitoring etc?

This is my first client within PR/Branding...
Mostly I've done finance and ops -- ie. more standard metrics and data sources.

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YouGov, social (scrape twitter or reddit), or field research.

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Any tool or script package recommendations?

IRI and Nielsen data are often shared with large retail or manufacturing companies and leveraged in house to drive strategy and even pricing etc. These data are the industry standard in marketing. These are just forms of syndicated data. Highly aggregated and if you access any of these data to drive decisions, make sure you understand that insights don’t just appear. It takes experience and a mindset to run analytics with these data and appropriately interpret if there’s a story to tell.

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