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

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Communicating analytics at your organization is more than just talking about the numbers. You’ll need to share insights and business impact – and do so in a way that resonates and informs well beyond the analysts and “data people.” The benefits to doing this are immense, including greater adoption and appreciation of the data, and a sustainable commitment to thoughtful, fact-based decision-making.

This webinar will offer tips and best practices for how to:

Effectively share data insights to convey business outcomes and actions, customizing for each audience
Grow your organization’s understanding of its data by being clear, concise, compelling, and candid
Utilize data visualization and data storytelling techniques and approaches
Think beyond the data by pulling in related research and findings to support or supplement key findings

Publié dans : Technologie
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Data Insights and Analytics: The Importance of Effective Communications in Analytics

  1. 1. The First Step in Information Management looker.com Produced by: MONTHLY SERIES In partnership with: The Importance of Effective Communications in Analytics March 1, 2018
  2. 2. 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
  3. 3. 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
  4. 4. Start with Communication 101 Principles pg 4First San Francisco Partners www.firstsanfranciscopartners.com© 2018 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.
  5. 5. 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
  6. 6. www.firstsanfranciscopartners.com 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
  7. 7. 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
  8. 8. pg 8 Growing “Data Literacy” is Similar to Learning to Fly a Plane First San Francisco Partners www.firstsanfranciscopartners.com© 2018 This is a standard learning model, and we adapt it to organizational learning. Graphic from FAA Correlation: Data is used to anchor decisions
  9. 9. Example: Learning and Understanding Using Data pg 9© 2018 First San Francisco Partners www.firstsanfranciscopartners.com 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?
  10. 10. pg 10© 2018 First San Francisco Partners www.firstsanfranciscopartners.com To get the Results you want, focus on Beliefs (Vision and Purpose) and Behavior (Picture, Plan and Participation) Aligning a Data- Driven Organization
  11. 11. pg 11© 2018 First San Francisco Partners www.firstsanfranciscopartners.com Vision
  12. 12. Picture: Future State © 2016 First San Francisco Partners www.firstsanfranciscopartners.com Proprietary and Confidential pg 12
  13. 13. Guiding Principles pg 13© 2018 First San Francisco Partners www.firstsanfranciscopartners.com
  14. 14. Guiding Principles pg 14© 2018 First San Francisco Partners www.firstsanfranciscopartners.com
  15. 15. Purpose pg 15© 2016 First San Francisco Partners www.firstsanfranciscopartners.com Proprietary and Confidential
  16. 16. www.firstsanfranciscopartners.com 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
  17. 17. 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 17© 2018 First San Francisco Partners www.firstsanfranciscopartners.com
  18. 18. pg 18 A Picture is Worth a Thousand Data Points First San Francisco Partners www.firstsanfranciscopartners.com© 2018 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
  19. 19. What is Data Storytelling? pg 19© 2018 First San Francisco Partners www.firstsanfranciscopartners.com  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
  20. 20. www.firstsanfranciscopartners.com 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
  21. 21. 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 pg 21© 2018 First San Francisco Partners www.firstsanfranciscopartners.com Resolution means communications have worked
  22. 22. We Encourage You to Think Beyond the Data pg 22First San Francisco Partners www.firstsanfranciscopartners.com© 2018  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.
  23. 23. Share Your Questions and Comments! MONTHLY SERIES
  24. 24. 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

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