4. Analysis and reporting
Return to your evaluation plan, your objectives and expected behaviour from the basis of your analysis. Did the activity work in the way we expected it to work?
- Analyse on a bottom-up basis starting with specific activities or sub-objectives
- Look for trends and links between data sources, can you draw common conclusions?
- Use statistical techniques to understand the relationship between quantitative data sets (ask experts for help if need be)
- Can you calculate return on marketing investment? There is a need to show ROI (Return on Investment) where possible
- Look at what worked, what didn’t and why.
- Don’t cherry-pick the positive results
- Consider validation of initial conclusions with others in your team
Check that the reporting format you agreed at step 1 is still expected
- Provide clear conclusions and recommendations for the future, whatever your reporting format.
- If using a dashboard, ensure that it contains some conclusions. RAG (red, amber, green) status helps to clearly signpost what is working and what is not.
- Separate fact from opinion and conclusions.
- Acknowledge gaps in the data and the implications.
- Tailor the report for different audiences such as the communications team, staff or senior managers.
Here is a step-by-step guide to how the Home Office evaluates its internal communications, including a guide on how to measure a channel and how to measure a communications objective:
If you want to download the Home Office’s tool and use it for your own evaluation you can use these:
Excel template 1: Evaluating an internal comms channel [XLS, 1MB]
Excel template 2: Evaluating an internal comms objective [XLS, 1MB]
PDF, 363KB, 3 pages
PPT, 652KB, 4 pages