Nicole Lively (Meltwater)
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On this episode of Marketing News Canada, Shelley McArthur Everett interviews Nicole Lively, Managing Director of Client Success at Meltwater.
Despite having an education in a different field, Nicole is very passionate about data and driven by analytics. Something she likes about her job is that every day is different. There are usually about 7-12 people on her team at any given time that make her job interesting and exciting.
When asked if data is changing communications, Nicole said, “it depends who you ask. Some may say it is changing for the better, some may say it is changing for the worse.” The greatest obstacle to data in communications is the amount of data available. Some companies may feel that there is an expectation that nothing is missed when it comes to data because the information available is endless.
One of the biggest struggles in Nicole's role is in deciding what data is right for what clients. With such large amounts of data available, some data is applicable and usable for more than one client. A recurring issue is using the wrong data, some clients may feel it is relevant for what they need it for, when in fact it is not.
Presenting the best solutions and fitting her client's needs is the main priority to Nicole. The best way to do this is to discuss the problem at hand and develop the best possible solutions.
When working with a client, the key is to understand what mix of services they may need. The way Nicole does this is a standard needs analysis. This includes a series of questions that will help her understand the business operations of a company. Encouraging her clients and coaching them throughout the process is important to her that they feel involved in all business decisions, this also establishes trust.
Listening to them may seem like an obvious thing to do, but it is easier said than done. Nicole states that often people will hear what is being said, but not truly understand. She said often people forget it is hard for businesses to be open about what they are struggling with.
Media monitoring has evolved over years, about 20 years ago it was all done in tangible ways such as newspapers and magazines, today with companies such as Meltwater it has become more accessible than ever.
Nicole has worked with a variety of different clients throughout her career. This has allowed her to develop the skills needed to properly understand their needs and develop proper solutions. These talents are what make her an amazing asset to the team at Meltwater.
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