Dig In 133. How LinkedIn turned brand tracking into a strategic advantage
Feb 18, 2026
Kendra Speed, Founder & Principal at Klarion Group and former LinkedIn insights leader, rebuilt brand tracking to drive strategic action. She discusses aligning stakeholders, making tracking stable and actionable, running iterative builds, and why human curiosity will outpace mere automation. Practical leadership lessons and change-management tales show how to turn data into decisions.
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Align Tracking With Leadership Vision
- Kendra paused and scoped LinkedIn's brand tracking to align with leadership vision before redesigning it.
- She used RFIs to map vendor innovations while clarifying internal table-stakes for stability.
Use RFIs To Improve RFPs
- Run broad RFIs to learn market capabilities, then fold those learnings into a tighter RFP.
- Use vendor demos to decide what innovations matter versus what table-stakes are.
Getting Hands Dirty With Messy Data
- When a contractor stepped away, Kendra jumped into the messy data and reporting to understand real pain points.
- That hands-on work shaped realistic SLAs and deliverables for the new program.