How to unlock your internal communications data & reporting
Let’s face it, analyzing data can be intimidating!
Until recently, we haven’t had the plethora of data and reporting tools we currently have at our disposal. According to a study by Hollinger Scott, 41% of businesses have no way of tracking how much content is viewed on their internal communications channels.
Regardless of how we feel about the process of gathering, analyzing, and reviewing data, it is an integral part of our everyday lives in ways you might not have thought of. Our very own Alfie Penfold gave the perfect example in our webinar, “How’d we do & what do we do? Exploring your data“, explaining how Spotify shares a roundup of your most-played songs and curated playlists at the end of the year. That’s a perfect everyday example of intuitive data presentation!
With this in mind, let’s review how you can unlock your own internal communications data and reporting to guide and improve your employee engagement and performance. With our handy Reach platform, it’s easy to view and report on your data intuitively!
Why internal communications data is so important
You might be familiar with our 7 Principles methodology. In a nutshell, internal communications are about sending the right message to the right audience at the right time, through a channel that your employees prefer, with some metrics to measure success. All this starts with developing a great strategy, supported by ongoing analysis against company objectives. Finally, it ends with an in-depth analysis of your efforts, so you can recalibrate if needed.
But to conduct that analysis, data and reporting are critical. As our Director of Communications, Karen Johnston, expertly explained in our webinar, you might have a solid strategy in place, but it’s the data that will inform how that strategy is performing, and provide insights on how and where to improve.
How to study internal comms data effectively
Using the insightful demonstration from the webinar, let’s look at how to unlock your data, using the Content, Audience, and Timing tabs on our new Data Dashboard feature as an example.
The highlight of our Data Dashboard is its ability to let you view the behavior of several messages at once, offering a broad overview and long-term perspective of the data. Analyzing your activity over a customized period of time—filtered by audience, department, operations, etc.—helps you develop a granular, laser-focused understanding of your organization as a whole, and how your internal comms efforts are performing with various teams.
For example, if you look at the data under the Audience tab and see that one particular audience has the lowest message conversion rate, you can use that information to identify why that particular segment of your audience is less engaged and determine the steps needed to improve.
Delving even deeper thanks to stacked filters, you can explore the exact timing of particular messages within that audience segment, and see if timing specifically is what’s negatively impacting your engagement. Using this valuable data, you can then tweak when and how often your messages are sent to that particular audience.
The reasoning behind studying the data and analytics of your internal comms is simple: if you analyze the results of your efforts after a period of time, you’ll know what’s working and what’s not, and where to make any adjustments.
The key is knowing what to measure, when to measure it, and how to effectively report findings and act accordingly. Tying this back to your company’s overall objectives is key to delivering value.
Not sure where to start? Read more on the internal communication metrics that matter.
What matters is what you do with the internal communications data
Internal communications data in itself is just numbers and figures. To truly unlock it, you need to apply that data in your day-to-day operations. This is what makes Reach so special; It highlights the value of the communicator within your organization by providing in-depth data at a focused, magnified level no one else can provide—the type of data that leadership values.
By having these insights at your fingertips, you can link your internal comms efforts back to your organization’s overall goals, support business decisions across the board, provide insightful ideas and improvements, and assess the overall efficacy of your messaging.
And finally, with Reach, it’s easier than ever to schedule messaging at different times for different groups—perhaps around shift work or time zones. There are lots of other useful tools throughout our software that will help you organize your efforts, engage employees, and measure tangible results.