From Gut Feelings to Google Sheets: Making Communication Count

Let’s face it – just because you hit “send” doesn’t mean anyone’s actually reading your message. In fact, if communication effectiveness were judged by the number of unread emails or group chats, most of us would be short-sighted in our judgement. We’ve all been there – pouring heart and soul into a beautifully crafted message only to be met with… silence. No replies. No reactions. Just digital tumbleweeds.

That’s why, in today’s fast-paced world where everyone is either scrolling, skimming, or snoozing, guessing whether your communication landed is no longer good enough. Whether it’s an internal newsletter, a public campaign, or a social media post, the question remains the same: is it working? And thankfully, we have analytics to answer that – not someone’s vague answer “I think it went well.”

Measuring communication effectiveness isn’t just about tracking clicks and counting likes. It’s about understanding if your message hit the mark. Did your audience receive it, understand it, engage with it, and most importantly – did something because of it? By leveraging analytics, communication professionals can turn abstract goals into actionable insights. Data helps us see what’s resonating, what’s being ignored, and what’s causing eye-rolls.

Digital tools offer a wide range of metrics to help assess performance. Reach and impressions show how far your message travelled. Engagement metrics – likes, shares, comments, retweets-offer clues on how your message landed. Conversion rates, click-throughs, and sign-ups? That’s where you see real action. For internal communication, open rates, employee feedback, or participation in initiatives are strong indicators of whether your words sparked any movement beyond the “mark as read” button.

Analytics also allow communicators to speak the language of leadership – numbers. Being able to say “our video campaign increased engagement by 40%” carries far more weight than “people seemed to like it.” It helps justify budgets, demonstrate impact, and most importantly, prove that communication isn’t just a feel-good exercise-it’s a business driver.

But analytics don’t just come into play after the message goes out. They can also guide communication strategy from the start. Data around audience behaviour, preferences, and even optimal posting times can make a world of difference.

Still, it’s worth remembering: not everything that counts can be counted. A message might have modest metrics but still make a big difference – like boosting morale, inspiring a new idea, or resolving a conflict. That’s where qualitative tools – like surveys, interviews, or even a good old-fashioned chat-add depth to your analysis. Numbers tell one part of the story; human feedback tells the rest.

Ultimately, analytics shouldn’t just be a report card-they should be a roadmap. Regular reviews help teams learn, pivot, and grow. What got attention last quarter may flop this time around. Audiences evolve, platforms change, and even the most loyal followers can start tuning out if we’re not paying attention. Smart communicators treat analytics as a compass, constantly adjusting direction to stay relevant and effective.

In conclusion, effective communication isn’t about shouting louder-it’s about listening better, adapting smarter, and using analytics to close the gap between message and impact. With the right mix of creativity and data, we can craft messages that don’t just get noticed-they get results.

The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.

Shilpi Jain

Shilpi Jain heads the corporate communication function at IPE Global. She is a communication professional holding two decades of experience, responsible for developing cohesive messaging and multi-channel communication strategy, which elevates the company’s reputation, performance, and connection with people. Having worked in the Corporate space, Shilpi transitioned into the development sector in 2010 and spearheaded communication activities for the Government of India, International Aid organisations, and philanthropies. Prior to joining IPE Global, she worked with National AIDS Control Organisation (NACO), where she developed their digital media strategy and also supported several e-Campaigns. At WaterAid India, she successfully managed the India Sanitation Portal, launched at the South Asian Conference on Sanitation (SACOSAN) 2008 by the then Speaker of the Lok Sabha, Shri Somnath Chatterjee. She worked for nearly a decade with NIIT Limited and led several projects. She was given the Excellence Award in 2006 for creating a nation-wise Testing Certification platform.