The purpose of this research is to provide an indication of how decision-making processes supported by big data can affect external communication for companies within the field of Entertainment. The research study indicates that digital communication utilising big data for decisions, via a framework such as the PEST model, is used because it is cost-effective, helps predict outcomes, and it can create relevance in communicating with potential customers. The research also indicates that the representatives are positive to data-decision-driven communication, but do need to acquire a better understanding of the concept and its possibilities and disadvantages, before being able to fully understand and utilize the potential in data-decision-driven communication. An additional difficulty the potentially missing data when end users do not wish to share data and are block tracking.