Three Barriers to Internal Communications Measurement

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Successful enterprises are run by data. From the boardroom to the engineering whiteboard, the analysis of data gleaned from a host of measurement tools drives every decision. Measurement helps companies answer fundamental questions: Are we doing the right thing? Should we do something more, different, or not at all? And if we are doing the right thing, how can we do it faster and better? Businesses have long relied on measurement of external-facing communication programs to calculate ROI on new product launches and advertising campaigns. Yet, when it comes to accurate measurement of one of its most important assets—human capital—many organizations fail to apply those same tried-and-true techniques. To better understand the barriers internal communicators in large enterprises are facing on this front, we commissioned independent research firm Gill Research to poll global communications professionals.

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