The Future of Comms Data: Evolving Beyond Vanity Metrics

by Kristal Leung:

Internal communicators have long struggled to prove their impact. Open rates, clicks, and engagement scores are easy to track, but do they really tell us if our messages are making a difference? In a world where AI can generate and distribute content in seconds, does traditional comms measurement still hold up—or is it time for a new standard? 

These are the big questions we’ll tackle in “Is Data the Future of Comms?”—an interactive debate happening on March 27. Top industry experts will break down the limitations of today’s measurement methods and explore what the next era of comms analytics should look like.

Is Today’s Comms Measurement Approach Outdated?

Many internal communicators would agree: current measurement methods don’t fully reflect the strategic value of internal communications. Traditional metrics offer surface-level insights but fail to connect comms efforts to real business outcomes. So, what should the future standard look like? Can AI and automation provide a more accurate, scalable way to assess impact—or will human interpretation remain essential?

Don’t just read about it—join the conversation. Register now for the debate. It’s free!

The Measurement Challenge: From Theory to Execution

We know what we want to measure—impact, influence, behavioral change—but how do we actually measure it? Access to data remains a major roadblock for many internal comms teams, as metrics are often siloed across platforms or unavailable altogether. During times of organizational, market, or cultural disruption, collecting the right data becomes even more complex.

In this debate, experts will share real-world tactics for overcoming these roadblocks, including:

• How to break down data silos and improve cross-department collaboration
• Strategies for leveraging technology to track impact more effectively
• Practical tips for turning raw data into actionable insights

Moving Beyond Open Rates: What Should Internal Comms Teams Be Tracking?

Clicks and open rates only scratch the surface. The next frontier in internal comms measurement focuses on behavioral change and business outcomes. But how do we quantify these shifts effectively?

Key areas to focus on include:

• Message penetration: Are employees absorbing and acting on key communications?
• Behavioral change: How can we track the influence of internal comms on employee actions and decisions?
• Business impact: How does internal communication align with and drive organizational goals?

By shifting from vanity metrics to strategic evaluation, internal comms teams can move from content creators to business drivers.

Can Tech Truly Measure Effectiveness, or Does Human Interpretation Still Matter?

With AI and automation advancing rapidly, can technology truly measure internal comms effectiveness? Or does human analysis remain irreplaceable when interpreting qualitative data and nuanced messaging?

This debate will tackle the limits of AI-driven analytics, the importance of sentiment analysis, and the role of storytelling in making data actionable. Attendees will learn how to transform raw numbers into compelling narratives that demonstrate the tangible impact of internal communications.

Want to learn how to make your comms data work for you? Secure your spot for the free debate.

From Data Collection to Data Storytelling

Collecting data is only half the battle—turning it into a persuasive narrative is what drives decision-making. Learn best practices for transforming metrics into meaningful insights, including:

• How to tailor data presentations for executive audiences

• Techniques for visualizing internal comms impact

• Using benchmarking and trend analysis to contextualize numbers

Internal communicators who master the art of data storytelling will be better equipped to secure leadership buy-in and drive strategic action.

Join the Debate

As internal communications continues to evolve, so must our approach to measurement. If you’re ready to challenge conventional thinking and explore the future of comms analytics, don’t miss this thought-provoking discussion.

Register for free to be part of the conversation and shape the future of internal comms measurement.

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Krystal Leung is a B2B SaaS copywriter at ContactMonkey, specializing in data-driven storytelling and buyer psychology to craft high-impact B2B content.

Written by: Editor