The ultimate measure of customer communication is sales. The trick is to find ways of tracking your communications against sales in a way that eliminates the effect of other factors.
Perceptions generally need to be quantified by a survey methodology administered to your key audiences. Behaviors are better measured by tracking outcomes.
A typical communication measurement process starts with some objective assessments of what you are communicating. Objective analysis tools include inventories, content analysis and reading grade level tests.
Before you try to obtain resources for “audience-invasive” evaluation techniques like focus groups and surveys, try some of the following no-cost, no-permission-needed measurements.