What Martha Stewart Taught Me About Analytics

Fresh out of university (college to my U.S. friends), I landed a job at Martha Stewart Living. And before you ask—no, I never met Martha. She was in the NYC office, and I was in a cubicle in Des Moines, crafting the daily Martha Stewart Living email newsletter. Glamorous, I know.

But despite consuming hours of Martha’s content, my folding of fitted bedsheets was still a disaster, and my tablescapes? Let’s not talk about those. What I did master was analytics.

Specifically, Google Analytics—the gateway drug to data obsession. Having worked previously in print media, I’d only tracked things like subscriber rates and newsstand sales. Suddenly, I was introduced to a world where I could measure open rates, clicks, and even see which recipes our readers craved the most. (Spoiler: chocolate chip cookies and slow-cooker anything were the undisputed champs.)

While my kitchen didn’t transform, my understanding of audience engagement did. And that’s where you come in: measuring success and understanding your audience is everything. If you're leading internal communication, think of employees as your primary audience.

Here’s how you can gain insight and make every message count.

Applying Martha’s Lesson: How to Truly Understand Your Audience

• What matters most to employees?
  This question uncovers core values and priorities for each unique employee group. While senior leaders might prioritize strategic updates, individual contributors might value project-specific news. Segmenting based on these needs helps you reach everyone more effectively.

• What are their routines and behaviors?
  Getting a sense of employees' daily routines allows you to meet them where they are—physically and digitally. Think about the channels they’re most likely to check regularly.

• What do we want employees to know, think, and do?
  Defining these outcomes clarifies not only what success looks like but also sets the stage for measuring impact. Whether it’s improved knowledge of policies or more alignment with team goals, being clear about desired outcomes is key.

• How do we best reach employees?
  Based on their routines, tailor the message medium—whether it’s emails, intranet articles, or even posters in high-traffic areas like breakrooms and bathrooms. Meeting them where they already are is half the battle.