Data Is the New Ore: Marketing the Value of Mining Analytics
Mining has always been about value extraction
For centuries, miners have chased ore bodies hidden deep underground. Today, however, some of the richest deposits aren’t underground at all, they’re flowing through the fibre cables, servers, and sensors of operations worldwide.
Data has become a new form of ore. And like ore, its raw form isn’t valuable until it’s processed, refined, and shaped into something usable – high data recoveries = higher value. The companies who succeed in extracting, processing, interpreting, and communicating that value are changing the perception of mining in the eyes of investors, regulators, and communities.
Why mining data matters more than ever
Mining is one of the most data-intensive industries in the world. From haul truck telemetry to drone-based exploration surveys, mines generate terabytes of information daily – all from remote locations. The impact areas are broad:
Productivity & efficiency: Predictive maintenance and fleet optimisation cut downtime and extend asset life i.e. cost reduction
Safety: Automation, wearables and fatigue monitoring systems reduce risks for frontline operators i.e. Safe workplace, future risk cost reduction.
Sustainability: Analytics and AI to help track emissions, water use, and land rehabilitation with unprecedented accuracy i.e. social licence, cost reduction
Investor confidence: Demonstrable data builds trust with shareholders who demand transparency in operating performance and ESG performance.
Capturing this value isn’t just about having and using the latest technology. It’s also about telling the story in a way that resonates with multiple audiences.
Deloitte’s 2025 ‘Trend Report’ emphasises the interconnectedness of technology and innovation through all their identified trends - from leadership, supply chain resilience, sustainability to next generation talent. Data/Information has become the foundation for all value stories across the enterprise model.
From drill core to dashboard: the “new ore” analogy
Just as ore must go through stages of exploration, mining, and refining, data has its own journey which can be easily aligned to the mining cycle:
Exploration & Operations = Data capture: Sensors, drones, and digital models collect raw data.
Milling & Concentrating = Data Analytics & AI: Advanced software converts raw numbers into usable insights.
Refining = Decisions: Executives, site managers, and engineers act on insights to create measurable impact.
And the extremely obvious but unwanted truth is; raw ore has little market value until refined into metal; raw data has little business value until transformed into stories that drive decisions, attract investment, and build brand equity.
So why do we see many try and fail.
Often, the biggest stumbling block with data isn’t the generation of it — it is how people receive it, digest it. The generated data is typically expected to complete the value journey on its own two feet – spitting out the magical 20% uplift.
Unfortunately, the story (journey) behind it is often lost and fails to ignite, resulting in poor ‘data recovery’ and very negative connotations. Organisations, leaders and supervisors fail to internally (& externally) market the story behind it. Some call this change management. I find change management to be too rigid and corporate of a term, which in itself, fails to connect to most stakeholders.
Companies setting the pace
Several mining majors and METS innovators have marketed their data-informed transformations effectively:
Rio Tinto has positioned its Mine of the Future program as a benchmark in automation and analytics, often spotlighted in the media.
BHP showcases its remote operations centres as symbols of digital innovation and safer, more efficient mining.
Newmont promote sustainability dashboards that use analytics to track water, tailings, and CO₂ performance.
Even the mid-tier / juniors like Alkane Resources: a fan favourite of mine, utilising, developing and marketing business cases for the latest generation automated machines for risk mitigation, competitive advantage and investor confidence.
IMDEX, Hexagon Mining, and Orica market their data platforms — from drilling optimisation to blast analytics — as enablers of smarter, leaner operations.
OEM’s Like Caterpillar & Komatsu – heavy marketers of automation – redefining safety and efficiency through equipment telemetry and sensors.
Whist there are many more, each of these examples shows not just the technical success of mining analytics, but the importance of communicating it to the market.
Turning analytics into powerful marketing stories
For mining companies, the opportunity is not only to use analytics but to market the outcomes. A well-executed communications strategy can translate complex datasets into narratives that matter:
Presentation decks that show how predictive maintenance cut $X million in downtime.
Infographics and dashboards that bring ESG reporting to life, moving beyond just the corporate tick box reporting.
Case study videos highlighting autonomous haulage systems improving safety.
Social media snippets distilling complex analytics into digestible facts (“Our data-driven blasting approach reduced emissions by 12% last year.”).
When data is reframed into human-centric stories, it builds trust, credibility, and competitive advantage.
Challenges to keep in mind
Of course, marketing analytics comes with risks:
Credibility: Overselling the impact of analytics risks accusations of “data-washing.” – which, in my opinion, is a common pitfall of many aspirational METS organisations.
Cybersecurity: Operational data can expose sensitive IP. In a traditionally risk adverse industry, many will raise the walls of containment to protect what is deemed sensitive.
Overcomplexity: Too much technical depth can alienate non-technical stakeholders. A favourite quote I picked up from an industry technology leader “complicated but not complex”. Even the highly informed don’t need overcomplicated data – make it simple please.
The most effective companies strike a balance between transparency, credibility, and digestibility.
Data will shape the next generation of mining leaders
Mining was once defined by tonnes moved and grades recovered. Increasingly, it’s being defined by terabytes captured and insights delivered.
For companies in the mining and METS ecosystem, marketing analytics is more than a communications tactic — it’s a chance to reposition the entire sector as innovative, safe, and sustainable.
If ore built the old giants of mining, data will shape the next. The question is: how well will your business market that story?