Nov 07, 2018 / in Cision Product News / by David Barker

Cision believes strongly in the value of turning new ideas into opportunities that lead to creative business solutions. Our greater vision — using earned media management to revolutionize the communications industry by transforming the comms function into a business driver — has led us to establish the Cision Innovation Lab.

We created the Lab to further our vision through ongoing development of groundbreaking technology for the comms industry. The Lab enables Cision to apply a strategic and systematic approach to delivering innovative comms solutions. Having a central location that fosters experimentation and creativity helps improve collaboration and accelerate new idea generation.

Located in New York City and Berlin, the Innovation Lab is designed to build, test and launch cutting-edge technology. We will accomplish this through our own product development, strategic acquisitions and select partnerships in the paid and owned media spaces. The Lab will test our latest acquired technologies to be integrated into the Cision Communications Cloud®, enabling comms professionals to unify data, processes and analysis in one workflow.

We’ll be focusing our efforts on four main areas:

Quant: Enabling communicators to access data, metrics and measurement to validate the importance of earned media as a business driver.

Artificial Intelligence (AI): Bringing efficiency, scalability, and deep insights to both the day-to-day functions and overarching comms strategies.

Graph: Allowing communicators to visualize and act on the interconnectivity of key influencers, content and target audiences.

Media: Integrating with the broader martech and adtech environments to extend and connect earned media to its paid and owned counterparts.

These four key areas will help set new standards of measurement that validate the value of earned media. Now more than ever, comms professionals need to prove their impact through data-driven results that tie public relations to business objectives. However, they often struggle to prove the value and direct correlation to a business’ bottom line. The application of earned media management will provide the industry the solutions they need to prove business value. The Cision Comms Cloud™ will incorporate the Lab’s technology advancements and continue to deliver a holistic approach to comms that aligns earned, paid and owned media.

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About David Barker

As President Data Solutions and Innovation, David Barker oversees the company’s earned marketing cloud vision through use of integrated data within Cision’s technologies and across our partner ecosystem. With experience in driving go-to-market sales and strategy for small to large-sized ad-tech and digital marketing enterprises, David is responsible for driving Cision’s new and innovative product offerings. Additionally, David oversees Cision’s partnerships and alliances. David has led Cision’s data solutions and innovation since 2016. Prior to Cision, he was Vice President of Data, Media and Ad Tech Sales at Oracle Marketing Cloud and has held positions with Turn, Accenture and Adobe. David holds a Bachelor’s in Engineering from Cornell University and an MBA from Columbia University.