Allison Spray
Special guest
Allison Spray - Managing Director of Data and Analytics
Allison is a measurement fanatic and a data storyteller; passionate about making data accessible to everyone, and a big believer in the power of technology to transform how we work for the better.
She leads H+K’s specialist data team, which she has built and grown since 2017. She is responsible for measurement, reporting and insight development, as well as innovating new data strategies for clients and the integration of the agency’s behavioural science offering.
Allison joined H+K from FleishmanHillard, where she was Director of Insights & Planning. She brings a decade of experience in integrated measurement and creative brand strategy, overseeing global measurement and research programmes for Fortune 500 brands.
She is a well-respected industry figure and International Board Director for the International Association for the Measurement and Evaluation of Communications (AMEC). She has spoken on data and insights at numerous conferences, including PR Week’s PR360, the ICCO Global Summit and the AMEC Global Summit.
In 2022, Allison was awarded a postgraduate diploma with distinction from the Saïd Business School, University of Oxford in artificial intelligence for business.
Allison Spray has been a guest on 1 episode.
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Confidence in data: Behind the scenes at H+K Strategies
February 23rd, 2023 | 40 mins 33 secs
allison spray, amec, analytics, data, data team, evaluation, h&k, james crawford, pr measurement, pr metrics, pr tech, public relations, reporting, stella bayles
This episode lifts the lid on data literacy in one of there world’s most well-known agencies; H&K Strategies.
I interview global head of data and analytics - Allison Spray alongside PR Agency One MD James Crawford.
James and I co-wrote two chapters in a recent PRCA paper; ‘Data literacy in PR’. We looked at how to use tech to build confidence and improve data use as well as a chapter on how to build a ‘data culture’ in your team. It was the latter chapter that Allison Spray’s team at H&K was noted as a great example of hiring in data expertise alongside training PR practitioners.
In this interview, we go behind the scenes and get into the detail.
I find out how Allison has increased confidence in data across all H&K teams
We reveal the data team’s interesting recruitment process and the mix of skills and sector-specific backgrounds Allison looks for.
Allison and James share how they work with clients to gain the data and tech they need upfront
Allison also shares tips on how to get started, whether you’re a small team looking to up-skill or planning to to build a data team within an agency
Since the H&K data and analytics team has developed and established the agency has won the most amount of awards ever in a year. Coincidence? or does increasing PR confidence in data work? I’ll let you decide…