Edelman Plans Tools to Predict Employee Behavior

Communications giant Edelman is adding a suite of predictive analytics tools to its recently launched CommsTech Solutions offering, to enable communicators to predict employee and activist behavior.

CommsTech Solutions, launched in September, brings together technology, tools, data, and analytics to enable communicators to target and measure behavior at the individual level, reduce business risk, generate leads, and drive stakeholders to action. The offering delivers custom products created by Edelman's Data and Intelligence team, including an audience modeling system called TrustIQ; a data aggregation tool called Comms360; software to rank publishers and reporters by audience, relevance, and engagement; and a source for integrated measurement and activation of addressable audiences.

Currently in the pilot stage with Edelman clients, the new predictive analytics tools, developed for in-house comms teams, will focus on areas such as consumer-facing comms, employee communications, investor relations and crisis analytics. For instance, 'Activism Imprint' has been designed to help HR and Chief Communications Officers predict employee behavior, including positive actions such as enhancing engagement through employee activism; or negative actions such as when employees lose trust in their company. The tool gathers data through publicly available information including social media, web sites, and opted-in surveys.

Cydney Roach (pictured), the group's Global Chair of Employee Experience, comments: 'The new tools can help chief people officers find opportunities, understand risks and address them before they have a damaging impact on employees. This isn't just a measurement of how many e-mails are being opened. This is a real measure of understanding and sentiment.'

Web site: www.edelman.com .