How to master internal communications: understand your data & analytics

By Aimee Happ
January 9, 2021
4 min read

Internal communications is about sending the right message to the right audience at the right time, through a channel that they prefer, with some metrics to measure success. All this starts with developing a great strategy, supported by ongoing analysis against company objectives. 

Our latest blog series is a deep dive into each of the 7 Principles in our Drive 7 Principles Methodology! The aim of this series is to help you become a masterful internal communicator, no matter your experience level.

We did it, we made it to the final principle! It’s a big one, folks: data and analytics.


The internal communications data and analytics principle looks at how you use the data around your internal communications efforts to further improve your internal comms overall, and tell a story for your stakeholders. Now that you’ve created and implemented an awesome strategy, it’s time to measure its success!

Here are important questions to ask when analyzing and reporting on your efforts:

  • What were the most successful campaigns?
  • What about that specific messaging made it perform better than the rest?
  • How can this be implemented in future campaigns for better results?

The internal communications data you collect should be used to refine your strategy and future actions. Create a regular reporting schedule outlined in your annual plan, where you report on how things are going along with specific initiatives or campaigns.

Don’t forget to complete a data analysis at regular intervals (weekly or monthly), and track each period’s analytics consistently. If you reach the same conclusion after a few months running, it’s time to head back to the drawing board and adjust your strategy.

How data helps us stay connected

According to Forbes, data is one of the most powerful tools in your arsenal when it comes to understanding and engaging with your employees.

Despite being physically apart during the COVID-19 pandemic, we are more interconnected than ever before. With most employees working remotely, data can help us determine the best ways of keeping employees in the loop and productive.

Data can inform when to send alerts, notices, and messages at the optimal time and through the right channels. It also fosters better internal communications by allowing for mutual communication, which is more important than ever.

Not sure where to start? Read more on the internal communication metrics that matter.

‍How to study internal communications data effectively

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.

Internal communications analytics tie your data together to show its effect on the organization, but it’s important you’re studying the right type of information. You may find people in marketing, sales, operations, or other departments who can help you get started collecting relevant data and creating meaningful reports.

Your organization is full of experts, so don’t hesitate to ask them for feedback and study this data! Remember, each team within a business is its own internal audience, and the data you gauge from each is unique and equally important to internal communications.

Why internal communications data & analytics are important

Monitoring a set of metrics will allow you to gauge the success of a communications campaign. Looking at all the data together will let you see the bigger picture and track the success of your communications efforts and prove its value to higher levels.

Tying this back to your company’s overall objectives is key to delivering value.

Master internal communications data & analytics with intranet software

Feeling overwhelmed and out of depth in your internal communications role?

Talk to our expert team to gain valuable insights and resources to help you improve your internal comms strategy, so you can build a collaborative, efficient, and morale-boosting work environment.

Click here to schedule a demo.

By Aimee Happ

Aimee Happ is proud to lead the marketing team at IC and enjoys working with the dynamic and diverse team that surrounds her. She is inspired on a daily basis by the company's mission of empowering internal communicators. Aimee holds a Bachelor of Commerce degree from the University of Calgary and loves to travel.