A guide to a data-driven comms strategy

According to Nerissa Feveck, communications lead at Paria Fuel Trading Company Limited, and Matt Oakley, global head of data, analytics and AI at Hotwire Global, data allows comms pros to demonstrate and improve communications efforts.

“Context is key in demonstrating your value, your impact,” said Oakley.

Knowing what to track and why is essential.

Here’s the data-driven process Oakley and Feveck recommend:

SMART KPIs

Before all else, metrics should follow the SMART formula:

The process

After determining SMART KPIs, Feveck and Oakley said to identify baselines to better understand levels of change. These can be targets based on past performances or averages.

Feveck and Oakley said metrics campaigns are best when avoiding highly aspirational targets. Realistic KPIs allow for incremental successes. It is important to always set KPIs within your organization’s means and resources in mind, such as measurement resources or tools.

Create an index

A KPI index combines metrics such as open rate, click-through rate, engagements (likes, comments, shares), sentiment analysis in employee feedback, and survey scores measuring employee engagement and the perceived effectiveness of internal communications.