Numbers don’t lie, but they sometimes tell stories you didn’t expect.
Full disclosure here. I was never a numbers person. Math wasn't my forte, so early in my career, I would dodge anything that involved spreadsheets, formulas, or performance reports. I had an eye for design, eye-catching graphics, and well-executed presentations, but numbers? No thanks.
As I climbed the ladder in my career, I had to break the news to myself that data was no longer something I could avoid. What I didn't expect was the appreciation I developed for the stories data told me that helped me shape campaigns, publications, or presentations. It showed me patterns and answered questions that I hadn't even thought to ask.
One small but significant lesson came from creating graphics that I was so proud of. I just knew they’d be a hit, and they fell flat: minimal likes, low engagement. The polished, perfectly designed graphics weren’t necessarily what people responded to. The simple, behind-the-scenes shots, or compelling single photos, resonated and got people to engage. Examples like this have a way of humbling you and reminding you that you may know a lot, but you don’t know everything.
The 50,000 Impressions Problem
Here’s the thing: Impressive numbers don't necessarily mean impressive outcomes, and having data isn't the same thing as knowing what to do with it. Let's say a nonprofit runs a fundraising campaign that racks up 50,000 social media impressions. Woo-hoo! People are taking notice. Yet only a few actually clicked through to the site, and even fewer ended up taking an action such as donating or registering to attend an event. That’s when it’s time to dig in and figure out what the 50,000 impressions are actually saying. If the campaign didn’t accomplish what was intended, that is where measuring activity and impact becomes crucial for planning next steps.
The metrics that matter most to an organization are the ones most closely tied to its goals. Whether growing revenue through donations, securing funding, building community engagement, or raising awareness about a cause, having a dashboard filled with impressive numbers isn't particularly impressive if none of them are helping the organization move the needle.
Four Things to Consider Before Making Big Decisions
While data can share a story, understanding “the why” sometimes means looking beyond spreadsheets. When it comes to making decisions based on performance reporting, there are a few things I believe communications leaders should consider: relevance, context, patterns, and action.
When measuring what’s relevant, determine what factors could be impacting performance. Look at trends in context, rather than reacting to a single bad number. Always look for patterns and analyze performance over multiple campaigns, as this can uncover useful trends. Most importantly, decide what action will be taken in response to what is learned. These considerations can transform raw data into insights that can inform smarter decisions.
You Already Have the Tools
Making data more useful doesn’t mean having to overhaul a performance reporting strategy. There is no need to create an entire technology stack to start making better decisions with the data. Most organizations already possess the information they need in the platforms they use daily.
For instance, Google Analytics is a tool that helps track website traffic and user behavior. Mailchimp and Constant Contact are email platforms that show which emails are driving action from the audience. Social media analytics reveal which content is resonating with the audience and driving meaningful engagement. Google Forms or SurveyMonkey gather feedback from the target audience to provide human context that analytics can’t. It's not the tools themselves that matter. It's knowing what data is needed and how it aligns with the organization's priorities.
Simple Ways to Get More from Your Data
Define the outcome first to determine what success will look like, and do this before launching a campaign, e.g., increasing event attendance or driving qualified inquiries.
Follow the journey, not just the activity, and see if the audience is taking the next step.
Pair numbers with human feedback to gain context that analytics can’t provide.
Use every report as an opportunity to make decisions about what to continue doing and what to change.
The biggest lesson I've learned about transforming insights into strategy is that data shouldn't only be used to confirm what we already think. It should be used for taking a deeper look, asking better questions, and sometimes rethinking the approach. For communications leaders, this means shifting from reporting on what happened to helping leadership understand what those results mean for the organization.
Don’t collect data for the sake of collecting data. Use the information to make smarter decisions and execute better communications to help further the mission. The organization may be collecting a lot of data, but the real question is whether it is helping to make better decisions.
What are some data points that your organization pays too much attention to?
I partner with nonprofits and mission-driven organizations to connect communications strategy, audience insights, and performance measurement to create more intentional and effective marketing and communications efforts. Let's turn your data into insights, then turn those insights into strategies.
