At its core, investor relations is all about the human connection between corporate access professionals and shareholders. But in an increasingly digitized world, this connection has started to erode. With more and more of your engagements occurring online, forging and maintaining these relations has never been harder.
The digital acceleration of investor relations is a perpetual march forwards, so there’s no turning back now. You have to adapt to the new digital landscape to leverage IR intelligence into targeted outreach.
Enter investor or engagement analytics tool, a new way to crunch the numbers on digital IR intelligence so that you can respond to investors interacting with your brand.
What is Engagement Analytics?
So, what are investor analytics tools? It’s the latest software that helps you aggregate investor engagements across all your digital channels. This includes oversight over the following IR tools you already use every day:
- IR website (and sister ESG site)
- Email, newsletters, and other publications
- CRM IR desktop software
- Webcasting tools
- Capital markets events platforms
Analytic software collects a broad range of engagement metrics from these tools. For example, it will collate website visits, dwell times, and click-through rates from individual visitors. You’ll be able to see what content they download and interact with in real-time.
The brilliance of engagement analytics is that it unifies this data under one end-to-end platform. This way, you won’t just see who is visiting your IR site and when; you’ll also be able to compare these engagement metrics to event attendance and interactions, email open rates and responses, and much more.
The best investor relations software will also let you compare these metrics to your performance on the Street to see how trends in online behavior affect your stock price. You can also compare your performance to your peers using the latest benchmarking engagement analytics.
What Are the Advantages of Engagement Analytics?
Aggregation, automation, and time-savings are the biggest advantages of this emerging IR software. Engagement analytics aggregates staggering volumes of IR intelligence from a wide array of data systems using AI.
Traditionally, many of these systems have been siloed, which put the onus of collecting and analyzing squarely on your shoulders. This invites the risk of making errors and overlooking vital information. It also takes a significant amount of time trawling through these data systems to unearth actionable insights.
AI can do this in a fraction of the time it would take human IROs, and it does it with a razor-thin margin of error. By aggregating this data on one dashboard, you’ll save time you can invest in studying your performance and taking action.
More importantly, engagement analytics affords a 360-degree view of your IR strategy. You’ll be able to track performances of individual campaigns and flag patterns in investor behavior.
These insights translate into action, as you can see which investors interact with your brand. You’ll even get details such as what content resonates with them and when. You can reach out to investors at the exact moment they show interest in your equities or demonstrate worrying activity with your content.
Leverage Technology to Adapt Your IR Strategy to the Digital Landscape
Engagement analytics uses the latest technology to help you accelerate outreach at the perfect moment, increasing your chances of making a connection with the right investors at the right time — whether that’s for targeting, activism mitigation, or simple good-faith check-ins.
