How State Agencies Can Use Analytics to Inform Communications

State government agencies serve diverse communities and manage complex responsibilities. In this environment, communications aren’t just about sharing information, they’re about making sure messages reach the right people, in the right way, and often at the right time. How do we ensure we’re reaching those we need to reach?

In the private sector, analytics are a no-brainer. Clients want to see the results, and this is one of the primary ways results and impact are measured. By thoughtfully using data, state agencies can move beyond “pushing out” updates and instead shape communications that are responsive, targeted, and impactful.

Why Analytics Matter for Public Communications

Analytics give agencies a window into how their audiences are engaging. Whether it’s email open rates, website traffic, or social media interactions, these insights reveal:

• Which messages resonate most strongly.

• Which platforms audiences prefer.

• Where communication gaps may exist.

For public-facing agencies, this feedback loop is crucial; it helps ensure taxpayer dollars are used effectively, while also strengthening transparency and trust.

Three Ways to Put Analytics Into Practice

1. Measure What Matters

Not all metrics are equal. Agencies should connect analytics to their communication goals and strategic priorities. For example:

• If the goal is awareness, track reach (impressions, unique visitors).

• If the goal is engagement, track likes, shares, and comments.

• If the goal is action, track downloads, form submissions, or event sign-ups.

The key is to avoid “vanity metrics” that look impressive but don’t actually reflect impact.

2. Tailor Messages to Different Audiences

Analytics can reveal differences in how various groups interact with communications. A state agency might notice:

• Parents are more responsive to text message reminders than email.

• Rural communities access program information more through local media sites than social platforms.

• Bilingual audiences spend longer on translated web pages when they are easy to find.

By using these insights, agencies can refine not just what they say, but how and where they say it.

3. Close the Loop with Transparency

Agencies can also share analytics with the public as part of accountability. For example:

• A quarterly update that shows how many families accessed new resources.

• Dashboards that track progress toward strategic plan goals.

• Infographics showing increases in program awareness or satisfaction.

Communicating back the results of communication efforts demonstrates that the agency is listening, learning, and adapting.

Building a Culture of Data-Informed Communication

To be successful, analytics shouldn’t live only with communications staff. Leaders, program managers, and front-line staff should understand how insights can guide their work. This may mean:

• Training on how to interpret analytics reports.

• Building dashboards that visualize progress in plain language.

• Regular “learning sessions” where communications staff share key trends across the agency.

When analytics become part of the organizational culture, communications are no longer reactive - they become a strategic asset.

From Numbers to Narratives

At its best, analytics transform communications from a one-way broadcast into a two-way conversation. They help agencies listen, adjust, and prove impact. For state government, this isn’t just about efficiency—it’s about equity, transparency, and building public trust. By turning data into dialogue, agencies can ensure their messages don’t just reach the public—they resonate.