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Description

Communication Performance: Defining Indicators, Collecting and Analysing Results

Two days to move beyond activity reporting and evidence what your communication work actually delivers

  • 2 days — 14 h
  • In-person or virtual
  • Intermediate
  • Up to 6 participants

Executive management asks what the year's communication activity produced. The answer is often a volume of posts, a follower count and a number of media mentions. These figures describe activity but say nothing about the effect obtained, and they do not survive the follow-up question.

This 14-hour intermediate programme covers the design of a measurement framework: translating objectives into outcome indicators, selecting data sources, setting up tracking, analysing variances and presenting findings. Participants build the dashboard for their own communication plan and prepare the presentation to their leadership team.

Learning objectives

  • Translate a communication objective into verifiable outcome indicators
  • Distinguish between activity, reach and effect indicators for the target audience
  • Select the available data sources and assess their reliability
  • Build a dashboard that is readable by a non-specialist leadership team
  • Analyse a gap between expected and actual results
  • Formulate evidence-based recommendations for adjustment

What makes this programme different

Each participant builds the dashboard for their own action plan
Work on incomplete data sets that mirror real working conditions
A five-minute presentation before a panel acting as the leadership team

Programme

1Linking objectives and measurement

What you are seeking to demonstrate

  • Reframing communication objectives as expected outcomes
  • Distinguishing activity, reach, effect and contribution
  • Choosing the level of evidence achievable within available resources
  • Identifying indicators that demonstrate nothing

2Selecting and collecting data

Sources, tools and reliability

  • Inventory of available internal and external sources
  • Limitations and biases of platform and panel data
  • Organising collection and setting the reporting frequency
  • Establishing a baseline before the activity begins

3Building the dashboard

Readability and information hierarchy

  • Selecting a limited number of indicators per objective
  • Choosing the right visual format for each data type
  • Highlighting variances and trends
  • Writing the commentary that accompanies each indicator

4Analysing and defending the results

From data to decision

  • Variance analysis and identification of plausible causes
  • Formulating well-argued recommendations for adjustment
  • Presenting results to a non-specialist leadership team
  • Responding to objections on the reliability of the figures

Who is it for

Communication managers, marketing officers and professionals responsible for steering communication activity.

Prerequisites

Prior experience of running or steering communication or marketing activity

Dates & locations

36 scheduled dates between November 2026 and December 2027. Seats are confirmed in the order enquiries are received.

November 2026

December 2026

January 2027

February 2027

March 2027

April 2027

May 2027

June 2027

September 2027

October 2027

November 2027

December 2027

None of these dates suit you? We open additional sessions on request, and any programme can be run privately for your team.

Practical details

Before the programme
Online positioning questionnaire. Your development objectives are shared with the trainer, who tailors the practical case studies to your context.
Teaching methods
Theoretical input, workshops and practical case studies. Digital course materials and method sheets provided.
Assessment
Multiple-choice tests and role-play exercises. Assessment of learning at the start and end of the programme, with immediate and 60-day follow-up evaluations.
After the programme
One year of access to the e-learning platform. Self-assessment of the skills acquired and a 30-day follow-up session with your trainer.
How to register
Registration online or on the basis of a quotation.
Lead time
11 working days after confirmation of registration.
Accessibility
Accessible to people of determination. Contact our accessibility coordinator to design a suitable solution: contact@mpf-academy.ae
Start dates
Rolling intake: in addition to the scheduled sessions, this programme can start on request.