Audience Reach: Measuring the Impact of Your Stories

If a story is told to an audience of none, what will likely be the impact? In this session, you’ll learn some of the most common KPIs communicators use to measure the mileage of their storytelling efforts and understand how to find your own mix of KPIs depending on the story’s intended audience and goal. We’ll discuss:

  • How to find the right mix of KPIs to let you know when your stories are (and aren’t) resonating, including read, listen or view time, bounce rate and more
  • Strategies for moving beyond media placement metrics to position your storytelling success to leadership
  • Tips for tweaking your storytelling channels, structure and style based on the data to improve story performance
  • Ways to use macro-level data from internal sources to help tell the story of those benefiting from your company’s initiatives at the micro-level
  • Chad Mitchell
    Vice President and Head of Content and Digital Platforms
    TD Bank
  • Rob Pettit
    Sr. Communications Specialist