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Ready for big data

Data are traded as the currency of the 21th century. In fact potentials for Corporate Communications are promising: Big data are a valuable source of information to improve the planning, implementation and evaluation of communication activities in a sustainable way. From 2015 to 2017 the research program Value Creating Communication has explored chances, conditions and application possibilities for big data in strategic communication. The new edition of communication insights summarises results for practitioners und introduces best practices of Bosch and Otto.