What is analytics and reporting?
Analytics and reporting in the context of internal communications refer to the systematic process of collecting, analysing, and interpreting data related to the effectiveness and reach of internal communication efforts. This includes measuring employee engagement levels, the impact of communication campaigns, and the overall effectiveness of communication channels and strategies.
Why is analytics and reporting relevant to internal comms?
Analytics and reporting are crucial for internal communications as they provide evidence-based insights into what is working well and what needs improvement. This data-driven approach allows internal comms professionals to make informed decisions, tailor strategies to better meet employee needs, and demonstrate the value of internal communications to the broader organisation.
Examples of analytics and reporting in internal comms
Examples include tracking email open and click-through rates to gauge the effectiveness of internal newsletters, surveying employees to measure engagement and satisfaction levels with communication channels, and using social intranet analytics to see which types of content are most engaging to employees.
Best practices for analytics and reporting
Best practices involve setting clear objectives for what you aim to measure, ensuring consistent data collection, and regularly reviewing and acting upon the insights gained. It's also important to communicate the findings and subsequent action plans to stakeholders and to use the data to continually refine and improve internal communication strategies.
Common challenges for analytics and reporting
Integrating data from multiple sources and platforms to get a comprehensive view
Determining the most relevant metrics to track based on communication goals
Ensuring data privacy and ethical considerations in employee monitoring
Translating data insights into actionable communication strategies
What does analytics and reporting mean for frontline teams?
For frontline teams, analytics and reporting can provide valuable insights into how effectively information is being communicated and received. This is particularly important for ensuring that these teams, often the first point of contact with customers, are well-informed, aligned with organisational goals, and engaged with the company culture.
Analytics and Reporting FAQs
Q: How often should analytics and reporting be conducted in internal comms?
A: The frequency can vary depending on the organisation's goals and the specific communication activities, but it's generally beneficial to conduct regular, ongoing analysis with more in-depth reviews on a quarterly or bi-annual basis.
Q: What tools can be used for analytics and reporting in internal communications?
A: There are various tools available, ranging from built-in analytics features in communication platforms (like intranets and email systems) to specialised software designed for employee engagement and communication analytics.
Q: Can analytics and reporting improve employee engagement?
A: Yes, by providing insights into what types of communication are most effective and engaging, analytics and reporting can guide strategies to enhance employee engagement and satisfaction with internal communications.
