Chapter 1

9 Resources

What is CommTech?

Analytics

Today there is a plethora of data available to analyze and track. The key challenge is not access to data, but rather to:

  • Collect and combine the right data
  • Define the right KPIs and patterns to track
  • Translate data into actionable insights and translate this into better communication experiences for stakeholders and audiences
  • Comply with privacy and data protection laws around the world
  • Strengthen perceived personalization benefits and reduce any perceived creepiness of privacy loss

Just as with tools, there is no “one size fits all” analytics strategy for communicators. Rather, it’s important to understand the key building blocks of such a strategy. This Guide provides a rough overview of these building blocks – and one way to structure them: a journey-focused structuring, following individuals from discovering a business to becoming a loyal client, stakeholder or even ambassador.

Visibility Data (INTEREST / Awareness)

Who has – and who should have – the opportunity to see your brand and its content? What content do they see? What competitive content do they see?

  • Impression data from social media & media monitoring tools; data from Google Search Console; data from classic advertising

Engagement Data (BELIEF / Consideration)

Who is engaging with your content? What is most/least engaging for your audiences? What’s working for your competitors?

  • Engagement data (views, likes, comments, shares, clicks, time on content etc.) from social media platforms, your websites & apps.

Conversion Data (ACT / Conversion)

Who is acting upon your communications the intended way? What makes your stakeholders/audiences act? How much does it cost to get people to act?

  • Signup, download, purchase, inquiry & application data from your landing pages and apps and email marketing activities.

Loyalty Data (CONFIDENCE / Retention)

Who are your most loyal and valuable stakeholders? Who is advocating for your business?

  • Data from your CRM: holistic views on your stakeholders/customers

Key concept: Data visualization is part of an emergent CommTech triad that allows us to make effective use of data. By itself, gathering data provides little value. However, with tools, techniques and methods to interpret the data, present it, compare it and share it, data visualization can fuel powerful insights and enable continuous optimization. 

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