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Using Data to Drive Strategic Communications Decisions with Philippe Barillon
In communications, we often focus on data, but how can we use it to make better decisions and drive real impact?
In this episode of Earning Your Seat, Philippe Barillon, Executive Director, Predictive Platforms and AI Enablement at Novartis, breaks down how to use data more effectively. He walks us through a simple, four-step process that takes us from looking at past results to giving actionable recommendations for the future.
Philippe also dives into the role AI is playing in communications, how to manage relationships with key stakeholders, and why it’s important to build trust, especially in times of crisis. He shares valuable lessons from his own experience, like why learning the language of business is essential for communicators who want to be seen as trusted advisors.
If you’re looking for practical ways to use data, build your influence, and drive better communication strategies, this episode is for you.
Earning Your Seat is a Meltwater podcast.
Episode Highlights:
(00:00) Welcome to Earning Your Seat
(01:00) Philippe’s Background and Career in Communications
(04:00) AI and the Future of Communication Roles: A Bold Statement by Stephanie
(05:00) The Role of Critical Thinking in AI-Driven Decision Making
(08:00) Descriptive vs. Diagnostic Analytics: Understanding the "Why"
(13:00) Moving from Predictive to Prescriptive Analytics: A 4-Step Methodology
(17:00) The Importance of Audience Understanding in Communications
(20:00) Building Reputation: Why Trust and Consistency Matter
(23:00) How Data Can Link Communication Efforts to Business Outcomes
(28:00) The Super Bowl Ad: A Case Study in Effective Communication Strategy
(34:00) The Value of Stakeholder Management and Building Trust
(37:00) Learning the Language of Business to Earn a Seat at the Table
Connect with Philippe:
- Philippe Barillon on LinkedIn: https://www.linkedin.com/in/philippebarillon/
- Discover Novartis: https://www.novartis.com/
Take the Data-Driven Communications Free Assessment
Ready to see where you stand with Data-Driven Communications? Take the Maturity Assessment and get your personalized report to explore the framework at https://bit.ly/meltwater-ddc-assessment
Follow Earning Your Seat:
- Dino Delic, Head of the Data-Driven Comms Research Lab on LinkedIn: https://www.linkedin.com/in/dinodelic/
- Genevieve Brammall on LinkedIn: https://www.linkedin.com/in/genevieve-brammall/
- Stephanie Lerdall on LinkedIn: https://www.linkedin.com/in/stephaniesheppard/
- Sign up for the weekly “Now What” newsletter: https://ddc-research-lab.beehiiv.com/subscribe
Join the Data-Driven Communications Community: https://community.meltwater.com/p/ddc
See DDC LIVE at Meltwater Summit in NYC on May 5-6, 2026: https://bit.ly/ddc-summit-26
(Save $100 using code: MSDDCRC)
Get in Touch With Us
If you have any questions about this interview, email us at [email protected]
View all episodes
By MeltwaterIn communications, we often focus on data, but how can we use it to make better decisions and drive real impact?
In this episode of Earning Your Seat, Philippe Barillon, Executive Director, Predictive Platforms and AI Enablement at Novartis, breaks down how to use data more effectively. He walks us through a simple, four-step process that takes us from looking at past results to giving actionable recommendations for the future.
Philippe also dives into the role AI is playing in communications, how to manage relationships with key stakeholders, and why it’s important to build trust, especially in times of crisis. He shares valuable lessons from his own experience, like why learning the language of business is essential for communicators who want to be seen as trusted advisors.
If you’re looking for practical ways to use data, build your influence, and drive better communication strategies, this episode is for you.
Earning Your Seat is a Meltwater podcast.
Episode Highlights:
(00:00) Welcome to Earning Your Seat
(01:00) Philippe’s Background and Career in Communications
(04:00) AI and the Future of Communication Roles: A Bold Statement by Stephanie
(05:00) The Role of Critical Thinking in AI-Driven Decision Making
(08:00) Descriptive vs. Diagnostic Analytics: Understanding the "Why"
(13:00) Moving from Predictive to Prescriptive Analytics: A 4-Step Methodology
(17:00) The Importance of Audience Understanding in Communications
(20:00) Building Reputation: Why Trust and Consistency Matter
(23:00) How Data Can Link Communication Efforts to Business Outcomes
(28:00) The Super Bowl Ad: A Case Study in Effective Communication Strategy
(34:00) The Value of Stakeholder Management and Building Trust
(37:00) Learning the Language of Business to Earn a Seat at the Table
Connect with Philippe:
- Philippe Barillon on LinkedIn: https://www.linkedin.com/in/philippebarillon/
- Discover Novartis: https://www.novartis.com/
Take the Data-Driven Communications Free Assessment
Ready to see where you stand with Data-Driven Communications? Take the Maturity Assessment and get your personalized report to explore the framework at https://bit.ly/meltwater-ddc-assessment
Follow Earning Your Seat:
- Dino Delic, Head of the Data-Driven Comms Research Lab on LinkedIn: https://www.linkedin.com/in/dinodelic/
- Genevieve Brammall on LinkedIn: https://www.linkedin.com/in/genevieve-brammall/
- Stephanie Lerdall on LinkedIn: https://www.linkedin.com/in/stephaniesheppard/
- Sign up for the weekly “Now What” newsletter: https://ddc-research-lab.beehiiv.com/subscribe
Join the Data-Driven Communications Community: https://community.meltwater.com/p/ddc
See DDC LIVE at Meltwater Summit in NYC on May 5-6, 2026: https://bit.ly/ddc-summit-26
(Save $100 using code: MSDDCRC)
Get in Touch With Us
If you have any questions about this interview, email us at [email protected]