Why listening is the key to effective comms measurement - chunk 8

so much. It doesn’t reveal how the message was received or acted upon—and that’s where the true value lies. “A lot of businesses measure activity but not impact. You need to ask what the data means.” Comms leader So how can communicators go beyond the vanity metrics and the transactional data? How can we measure what our employees know, how they feel and how their behaviour has changed because of our activities? We need to listen. Measurement as listening At Kademy, we believe effective measurement comes from marrying a data-led approach with a genuine, people-led approach.