Data Insights and Analytics: The Importance of Effective Communications in Analytics

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The Importance of Effective Communications in Analytics
March 1, 2018

Why We’re Here … and What We’ll Cover
pg 2First San Francisco Partners www.firstsanfranciscopartners.com© 2018
What’s complicated about communicating analytics?
 Just pushing out information isn’t communicating
 Messaging requirements can vary by audience
 Effective communication is valued more in some areas, and less so in others
 Data literacy is typically inconsistent across organizations
Today we’ll talk about how to:
 Effectively share data insights to convey business outcomes and actions
 Grow your organization’s understanding of its data
 Utilize data visualization and data storytelling
 Think beyond the data

www.firstsanfranciscopartners.com
Effectively Share Data Insights to
Convey Business Outcomes and Actions
Wise men speak because they have something to say;
Fools because they have to say something.
– Plato, Philosopher and Writer

Start with Communication 101 Principles
Communicating analytics, just like communicating anything else, benefits from
a thoughtful approach.
 Before you communicate anything, take time to plan out your efforts.
− Consider frequency (is this a one-time message or does it need to be repeated?)
− Is a formal communication plan needed?
 Consider your audience and customize as needed.
− What information is important to them? What should you not include?
 Determine the best medium/channel for your message.
− Leverage unique communication channels, not just email.
 Decide what supports your message.
− Is it research, case studies, etc.?
 Deliver the message.
− Incorporate feedback to improve your next delivery.

pg 5
Example: Components of a Communication Plan
Communication Plan
Component
Description
Qualitative Information Any general qualitative information that I would like to receive related
to this deliverable
Quantitative Information Of the quantitative metrics that have been defined, which are the ones
I would like to be informed about and how do I want the metric
communicated to me to make the message pertinent
Frequency How often do I want to be informed about progress
Method What is my preferred mechanism of receiving the information
Owner Who is responsible for the communication
First San Francisco Partners www.firstsanfranciscopartners.com© 2018

Grow Your Organization’s
Understanding of Its Data
“Communication is a skill that you can learn.
It’s like riding a bike … if you’re willing to work at it,
you can improve the quality of every part of your life.”
– Brian Tracy, Author and Motivational Speaker

The Road to Understanding Data as an Asset
Define what
“data as an
asset” means
Inventory
your data
landscape
Know your
org’s KPIs and
business
requirements
Develop a
plan to
increase data
awareness
and maturity
Use data to
anchor
decisions and
monitor
closely
pg 7© 2018 First San Francisco Partners www.firstsanfranciscopartners.com

pg 8
Growing “Data Literacy” is Similar to Learning to Fly a Plane
This is a
standard
learning model,
and we adapt it
to organizational
learning.
Graphic from FAA
Correlation:
Data is used
to anchor
decisions

Example: Learning and Understanding Using Data
Rote
• Here is a report.
Yesterday, we
shipped 100 units.
Understanding
• We were
supposed to
ship 120 units,
weren't we?
Application
• Is there an
issue in the
warehouse?
Correlation
•This is the third
time in a row we
haven't shipped
120. Is the
forecast too
high? Has the
market changed?

To get the Results you
want, focus on Beliefs
(Vision and Purpose)
and Behavior (Picture,
Plan and Participation)
Aligning a Data-
Driven Organization

Vision

Picture: Future State
© 2016 First San Francisco Partners www.firstsanfranciscopartners.com Proprietary and Confidential pg 12

Guiding Principles

Purpose
pg 15© 2016 First San Francisco Partners www.firstsanfranciscopartners.com Proprietary and Confidential

Utilize Data Visualization
and Data Storytelling
"Good communication is just as stimulating as black coffee,
and just as hard to sleep after."
– Anne Morrow Lindbergh, Author, Aviator and Wife of Charles

Why Use Data Visualization?
 Helps you understand large amounts of data
 Explains findings easily and more quickly
 Clarifies areas of importance or required actions
 Allows you to discover and understand trends,
patterns and correlations
 Improves recall of information
 It’s more interesting and engaging!

pg 18
A Picture is Worth a Thousand Data Points
UNDERSTANDINGVISUALSDATA
Kenneth Field’s visualization is from 1869 to present. Source: arcgis.com.
To view this interactive visual, visit tinyurl.com/GCmap
Deaths in the Grand Canyon

What is Data Storytelling?
 Four elements of a story or narrative
 Constructed to engage people
− We’re wired to be drawn to stories
 Storytelling is effective for sharing analytics
Business
problem
Risk to
business
Who/what impacted
or who/what is helping
Future state when
insights reveal
business outcomes
and opportunities
CHARACTERS TRANFORMATIONCONFLICT STAKES

Think Beyond the Data
"Of all of our inventions for mass communication,
pictures still speak the most universally understood language.“
– Mickey Mouse’s Dad, Walt Disney

Rote
• Here is a report.
Yesterday we
shipped 100 units.
COMPARATIVE
VISUAL
Understanding
• We were
supposed to ship
120 units, weren't
we?
COMPARATIVE
VISUAL
Application
• Is there an issue in
the warehouse?
SEVERAL REPORTS,
ad hoc BI
Correlation
• This is the third
time in a row we
haven't shipped
120. Is the forecast
too high? Has the
market changed?
ANALYTICS
Directive
• We need to keep
an eye on this all
of the time
• We have an
opportunity
• Please make this
analysis part of the
business
Action
• Implement Modeled
KPI-based alerts
• Annual re-analysis
Alter sandbox
activities to address
lessons learned from
this scenario
BAU
Data Driven
means you have
operationalized
correlative
behavior
One-time Scenarios are Not Data-Driven Scenarios
Resolution
means
communications
have worked

We Encourage You to Think Beyond the Data
 Communicating analytics is both art and science.
− It requires a plan and thoughtful approach.
− It’s meant to drive understanding
and action.
 Be creative and consider using compelling
visuals.
 Remember, you’re telling a story with
the data.
 You and your organization will benefit from more
effective analytics communication.

Share Your Questions and Comments!
MONTHLY SERIES

Thank you for joining us today!.
Our next #DIAnaltyics webinar is Thursday, April 5,
Advanced Analytics Governance: Effective
Model Management and Stewardship.
John Ladley @jladley
john@firstsanfranciscopartners.com
Kelle O’Neal @kellezoneal
kelle@firstsanfranciscopartners.com

Data Insights and Analytics: The Importance of Effective Communications in Analytics

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Data Insights and Analytics: The Importance of Effective Communications in Analytics