“Communication needs data – and trust AI as a data analysis turbo”

In a webinar entitled “How AI is democratizing media analysis”, we spoke to Tim Kreitlow about how data is used in cross-departmental collaboration at the TÜV NORD GROUP. Tim Kreitlow has been head of the Corporate Newsroom there since 2022.

AG CommTech: Tim, how are you structured in TÜV Nord’s corporate communications?

Tim Kreitlow: We work in a central newsroom that has been established since 2022 – a small, powerful unit within Group Communications. We think in terms of topics and channels and are closely linked to the Group’s six business units. Marketing and sales are organized decentrally, so we attach great importance to good coordination. Our aim is to communicate more effectively together – even beyond traditional communication boundaries.

AG CommTech: That sounds like a lot of coordination. How do you manage that?

Tim Kreitlow: We have a Sales and Marketing Council in which representatives from the business units meet with the central units – I am a member. This committee meets regularly and ensures that we integrate communication, sales and marketing more closely. Between meetings, various working groups work on specific topics, for example in the Marketing working group. For example, it’s about how we can think about topics strategically together right from the start, instead of only “adding” communication at the end.

AG CommTech: Let’s move on to the topic of data. Why has it become so important to you?

Tim Kreitlow: For us, data is the key to managing communication in a well-founded way. We are dealing with a group full of topics and stakeholders – at some point, the gut feeling of an experienced communicator is no longer enough. We need figures in order to recognize: What works? Where is there potential? Where do new opportunities arise? We also use data to create a common language with marketing and sales – because they have been working with data for a long time.

AG CommTech: And how do you deal with the challenge that data is often distributed decentrally?

Tim Kreitlow: It’s the same for us. But we have developed a clear path for transparency. We make our communication data openly available – and in return we also receive data from the business units. This works well because everyone has understood this: We can only create synergies if we share. Our aim is to build a shared data lake that everyone can access in order to gain the right insights for their disciplines.

AG CommTech: Sounds like there is a lot of willingness for this?

Tim Kreitlow: Yes, that’s really very positive. Of course, there used to be reservations here and there – nobody likes to share their data treasures. But as part of our new Group strategy, this has changed dramatically. In the Sales and Marketing Council, we experience a lot of mutual trust and the awareness that we can only really move forward together.

AG CommTech: You also deal with reputation data. What was the trigger?

Tim Kreitlow: Reputation measurement provides real insights – even if they sometimes hurt. It shows how we are really perceived, not how we want to be perceived. That can be sobering, but it helps immensely to work on our public image in a targeted way. This is particularly valuable for smaller units such as our corporate communications, because it allows us to set specific priorities.

AG CommTech: How do you actually use data in your work?

Tim Kreitlow: On the one hand, of course, in the classic way – we analyze reach, engagement and access figures. But we go one step further and try to understand our data: What is behind certain developments? Why does one topic work better than another? We work together with the IMWF to identify deeper correlations. At the same time, we use the data to target communication niches – this is particularly important for us as a relevant player in the TÜV environment.

AG CommTech: Which key figures are particularly relevant for you?

Tim Kreitlow: In addition to standards such as follower numbers, impressions and engagement, we are increasingly focusing on reputation values. We want to understand where we stand and how we can improve. Our goal is to stabilize the level we have currently achieved and to build on it in a targeted manner. To do this, we need reliable KPIs that not only describe us, but also help us to manage.

AG CommTech: What role does artificial intelligence play in your analysis work?

Tim Kreitlow: An ever larger one. AI helps us to analyze more efficiently and reach decisions faster. For example, we use it to pre-filter topics – what is relevant and what is not? This saves resources and brings focus. At the same time, AI-supported analyses enable a completely different cost level than before: what used to cost a lot of money is now much more affordable thanks to smart tools – a real game changer for medium-sized communication departments.

AG CommTech: What’s next for you?

Tim Kreitlow: Clearly: building up the data lake, anchoring collaboration with the business units even more firmly and further automating communication. We want to translate data-based findings even more into practice and also try out new topics and formats. Corporate communication is changing rapidly and we want to be at the forefront of this movement.