The results, up front

• A full overview of a new political topic now takes minutes, not hours

• Spaak data directly informed the timing and execution of a major citizen-facing campaign

• The team can now distinguish between a few loud voices and a real public trend

• Reporting upward is now backed by data across channels, not scattered observations

Denmark's voice for the waste and resource industry

ARI is the Danish waste and resource industry association, representing private companies that professionally handle waste and resource management. Operating under the Confederation of Danish Industry (DI) — Denmark's largest employer and business organisation — ARI shapes the political and regulatory conditions for the sector, tracking a fast-moving landscape across parliament, media, and public debate.

Social and local media: the monitoring gap every PA team knows

Keeping up with parliament and national media has always been manageable. But social media and local media - where public sentiment forms and trends emerge before they reach the national agenda - have been out of reach for most public affairs teams. Manually tracking them across multiple policy areas simply does not scale.

Spaak changed that for DI. The platform now monitors social media, local media, parliamentary activity and ministerial communications in one place, picking up political trends the team would not have caught otherwise.

Spaak picks up political trends across social and local media that we would simply never have caught otherwise. It gives us a completely different outlook on what is actually moving out there. — Nina Nagskov Jørgensen, ARI

Separating real trends from loud voices

More data creates a new challenge: knowing what actually matters. Some issues feel significant because a small number of people are vocal about them. Without a full picture, it is easy to overestimate their weight — and direct resources accordingly.

Spaak gives DI that full picture. By aggregating data across channels, the platform makes it possible to assess the true scale of a debate and separate a genuine public trend from a handful of highly vocal individuals.

Spaak gives us proportionality. We can see whether an issue has real momentum or whether it's carried by a handful of people. That clarity is invaluable." — Nina Nagskov Jørgensen, ARI

Data that drives decisions

During the municipal election campaign, waste sorting emerged as a prominent topic. DI used Spaak to map which politicians had been vocal on the issue — and how many of them actually won seats in local councils. The data gave the team a precise, quantifiable picture of how much political weight the issue carried going forward.

That analysis fed directly into the decision to launch a citizen-facing communication campaign, and helped inform the timing of it.

Spaak data was directly part of how we decided to launch our campaign - and when. That is a different level of decision-making." - Niels Bukholt Ari, DI

Built together

The Spaak team works closely with ARI, staying accessible and developing the platform in step with how public affairs professionals actually work.