Marshall McLuhan said the medium is the message, way back in 1967! Today this is more valid than ever: your communication channel carries a big part of the message, that’s why comms should be tailored not only for a specific target audience but also for the medium they are carried by.
Data in and by itself is worthless. It becomes valuable not when it’s collected, not when it’s structured, not even when it’s interpreted but only when the data-driven insights you extract from it are put into context and applied to the business. Don’t just measure for the sake of measuring!