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Digital corporate communication and measurement and evaluation

In: Handbook on Digital Corporate Communication

Author

Listed:
  • Sophia C. Volk
  • Alexander Buhmann

Abstract

Digital technologies offer significant advances for the measurement and evaluation (M&E) of corporate communication, as they allow for real time and automated data collection and analysis and offer new predictive capabilities. This, in turn, also brings new challenges and concerns (e.g., with data-based profiling and microtargeting). This chapter examines how digitalisation changes M&E and differentiates between two levels of M&E: (1) the activities level (of communication products, campaigns or programs), and (2) the administrative level (of managing the communication function, departments, and professionals). It critically reflects on societal, ethical, legal, organisational, and individual challenges related to the use of digital approaches to M&E. The implementation of digital technologies for M&E in practice is illustrated by a case study of the UNICEF measurement framework. Directions for future research and implications for the future of M&E practice conclude this chapter.

Suggested Citation

  • Sophia C. Volk & Alexander Buhmann, 2023. "Digital corporate communication and measurement and evaluation," Chapters, in: Vilma Luoma-aho & Mark Badham (ed.), Handbook on Digital Corporate Communication, chapter 9, pages 118-133, Edward Elgar Publishing.
    • Handle: RePEc:elg:eechap:20979_9
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