Effective communications are only made stronger with the power of data – and there are two types of communication data that, when leveraged together, drive overall program engagement and success.
- Understand your employee audience data
A crucial starting point for organizations beginning a communications program is to have a grasp of their own employee data – the identifying factors of the individuals at the company, such as name, location, department, and more. The purpose of employee audience data is to create a strong foundation for segmentation and personalization as part of the communication strategy, meaning it enables you to tailor your messages for multiple groups, rather than send the same communication to your entire team. And, audience data can also factor into the type and timing of your communications; for example, if a segment of your employees is deskless, that particular group may benefits from communication in the form of an SMS, rather than an email.
- Use engagement data to iterate and optimize
After your communications are delivered, you’ll want to monitor and analyze another kind of data – your engagement data. When used in tandem with a communications platform, you should have the ability to both craft a communications strategy and measure the views, clicks, and open rates across your audiences and segments. In doing so, you may discover variances in audience behavior that you were unaware of – which then enables you to change course and iterate on the fly. Engagement data helps you create new hypotheses, test A/B scenarios around your messaging, your channels, and ultimately optimize and improve your ongoing results.
Many companies make the mistake of believing their business strategy or program is faulty due to limited engagement or action, and finding a solution on a strategic or program level can cost significant time and money. The power of communications, when leveraging both audience and engagement data, is that companies are enabled and equipped to easily access the lower-hanging fruit – perhaps a content tweak, an adjustment to the campaign architecture, or even altered reach messaging – to drive dramatic improvement in their results.
In the case of one company that was attempting to improve its employees’ Open Enrollment participation, their audience and engagement data showed extremely limited interest within certain younger employee demographics. Rather than wasting valuable time in updating or modifying their benefits packages, they decided to try new reach messaging – subtly altering their Open Enrollment communications from “Information about your Open Enrollment Benefits” to a simpler “Change Is Coming,” which coincided beautifully with messaging from a popular HBO show. The new results were spectacular. Simply altering the reach messaging allowed this company to achieve its program success, but it was the combination of comprehensive audience and engagement data that paved the way for that success.
By incorporating data in your company’s communication strategy, it can play a vital part in properly shaping the planning and execution of your communication reach messaging, content, and journey architecture. Data boosts your ability to measure accurately, then iterate your own program – ultimately optimizing and improving results over time.
As you plan for a communications program that leverages the power of data, consider our proven communication methodology.