Comms Analytics Maturity Model

A simple model that helps teams evolve from reporting outputs to outcomes.

Focus on coverage volume, mentions, and distribution. This level builds discipline but does not prove impact.

Use it to establish baselines and operational visibility.

Add measures such as message pull-through, share of voice quality, and sentiment trends.

Outcome reporting connects coverage to reputation and stakeholder perception.

Link coverage and sentiment to business signals like inquiries, recruitment, or policy outcomes.

Impact reporting should be cautious and transparent about assumptions.

Move up one level at a time. Add only the data you can maintain consistently.

Consistency beats complexity in analytics.