Those of us who work in communications often focus on our creative selves; we are storytellers, designers, writers, and editors. And while we may have compelling, beautiful and important stories to tell, if those stories do not resonate with our audiences or help us achieve our institutional goals, then they are ultimately not successful. During this interactive session, Allyson Irish will draw on her years of experience to discuss why data is important, how it can be used strategically, and–importantly—how we can identify key metrics to measure from a variety of communications platforms and vehicles.