Communications
The Communications data domain encompasses all data related to content performance metrics (social, web, newsletter, podcasts, events, search rankings, keyword tagging, etc.) and also encompasses audience data (demographic, psychographic and content usage data) as well as tracking of strategic initiatives, available channels and competitive data for benchmarking.
Data Trustee
Christine Szustaczek | Vice-President, Communications
Sub-domains (9)
Research-based measures of brand health and reputation, including brand awareness.
Data Steward(s): University of Toronto Communications Brand & Strategy team; Insights & Impact Strategist
Main Source System(s): Survey platforms (vendor-hosted); RepTrak
Usage of brand resources and tools, including brand portal visitors and downloads.
Data Steward(s): University of Toronto Communications Brand team; Insights & Impact Strategist
Main Source System(s): Brand Portal web analytics; GA4
Cross-channel campaign measurement, including reach, engagement, clicks, and video performance.
Data Steward(s): Campaign planners and leads (University of Toronto Communications); Insights & Impact Strategist
Main Source System(s): Sprout Social; GA4; Meltwater / Cision; Meta Business Manager; Ad platform dashboards
Registration counts, attendance, promotion performance, and engagement.
Data Steward(s): University of Toronto Communications Digital team; University of Toronto Communications Comms Planners; Insights & Impact Strategist
Main Source System(s): Event platforms; GA4; Social analytics
Performance of internal marketing communication channels, including newsletter (Bulletin Brief) open rates, CTR, subscribers, and engagement.
Data Steward(s): University of Toronto Communications Internal Comms; Insights & Impact Strategist
Main Source System(s): Email marketing platforms; GA4; Site CMS
Measurement of earned news media coverage and media impact, including mentions, reach/impressions, Tier 1 media pickups, and sentiment.
Data Steward(s): University of Toronto Communications Media Relations team; Insights & Impact Strategist
Main Source System(s): Cision
Topic analysis.
Data Steward(s): Insights & Impact Strategist; University of Toronto Communications Strategy team; Executive Leadership
Main Source System(s): Meltwater; Cision; Web
Measurement, collection, analysis, and reporting of social content and owned channel performance, including impressions, reach, engagement, and video views.
Data Steward(s): University of Toronto Communications Social team; Insights & Impact Strategist (standards, dashboards, benchmarks)
Main Source System(s): Sprout Social; Meltwater; Native platform analytics (Meta, X, LinkedIn, YouTube, Instagram, TikTok, BlueSky, Threads)
Measurement of U of T web ecosystem performance, including users, pageviews, and engagement.
Data Steward(s): University of Toronto Communications Web & Digital teams; Insights & Impact Strategist
Main Source System(s): Google Analytics 4 (GA4); Google Search Console; Site content management systems (CMS)
Typical Data Users
- UT Communications & Marketing teams
- Campaign planners and leads
- Divisional Communications Offices (UTM, UTSC)
- Senior departmental leadership (VP, AVPs, Directors)
- Brand, Digital and Media teams