“”Not everything that can be measured matters, and not everything that matters can be measured.”
One of the least discussed yet most pressing challenge about being a communications practitioner is measuring the effectiveness of external communications strategy and campaigns. Whether you are a business, non-profit organisation, government agency, or any entity seeking to engage with your target audience, the ability to assess the impact of your messaging and outreach efforts is of paramount importance.
Effective measurement not only informs strategic decisions but also offers valuable insights into audience preferences and engagement levels. For a communications strategist, measurement allows you to determine when to tweak your campaigns, pivot to another strategy, or stay the course.
In this video for Comms Room, Museums Victoria‘s General Manager of Marketing and Communications Antonia Vann provides a masterclass on knowing what, when, why, and how to measure your marketing efforts.
“Measuring your marketing and communications performance is essential. Because otherwise, you’re marketing blind. You really need to understand if you’re using every dollar effectively and if you’re using your budget wisely,” Antonia said.
That being said, it’s not prudent to measure everything, as doing so can lead to data overload and an inability to focus on the metrics that truly matter. Antonia zeroes in on the importance of aligning your measurement efforts with your overarching goals, the tools that they use at Museums Victoria, and why metrics is useless without the right analytics.
Get access to Antonia Vann’s full session here.
