Being Analytical (BYU-Idaho March 11, 2016)

BEING ANALYTICALThoughts on developing the mindset of an analyst.

James Valentine Sr. Strategist, CRO FINCH, LLC

BYUI Undergrad 2012 — Public Relations, Visual Media Westminster College — Masters in Strategic Communication

LDS Church - Content Manager 2012 - Web Analytics & Feedback 2013-2014 - Conversion Rate Optimization 2014-2015 Finch LLC, 2016

The single greatest problem in communication is the illusion that it had taken place.

GEORGE BERNARD SHAW

Some observations about things that have helped me be a better communicator of data.

IN THIS PRESENTATION

CONCEPT #1The Learning Model teaches you how to add value to any conversation and to do so in a collaborative way.

We are structured to work like this:

But we often need to work like this:

CONCEPT #2

Jobs that don’t require collaboration are jobs that get replaced by robots or sent overseas.

Data Collection

Report Automation

Analysis

Strategy

CONCEPT #3Eisenhower: “The Plan is Nothing, Planning is Everything. “

Yousef Karsh, karsh.org

REALITY

PERCEPTION

REALITY

PERCEPTION

Success!

REALITY

PERCEPTION

Wasted Effort!

REALITY

PERCEPTION

Unmet Need!

REALITY

PERCEPTION

Success!

Wasted Effort!

Unmet Need!

REALITY

PERCEPTIONContinually re-evaluate to increase the surface area of success.

CONCEPT #4

Your core skill set is your ability to help tell the right story with the right information that drives change.

OR

HEDGEHOGFOX

CONCEPT #5

Know what kind of information you are dealing with (Rumsfeld’s Quadrants).

Know // Know

Don’t Know // Know

Don’t Know // Don’t Know

Know // Don’t Know

Common Practice, Held Beliefs, Assumptions

Intuition: testing to validate

Reports and Dashboards

What if’s

Know // Know

Don’t Know // Know

Don’t Know // Don’t Know

Know // Don’t Know

Common Practice, Held Beliefs, Assumptions

Intuition: testing to validate

Reports and Dashboards

What if’s Hypotheses

FINALLY,

Process over Tactics.

29 I cannot tell you all the things whereby ye may commit sin; for there are divers ways and means, even so many that I cannot number them. 30 But this much I can tell you, that if ye do not watch yourselves, and your thoughts, and your words, and your deeds, and observe the commandments of God, and continue in the faith of what ye have heard concerning the coming of our Lord, even unto the end of your lives, ye must perish. And now, O man, remember, and perish not.

MOSIAH 4:29-30

5 Now therefore thus saith the Lord of hosts; Consider your ways. 6 Ye have sown much, and bring in little; ye eat, but ye have not enough; ye drink, but ye are not filled with drink; ye clothe you, but there is none warm; and he that earneth wages earneth wages to put it into a bag with holes. 7 Thus saith the Lord of hosts; Consider your ways.

HAGGAI 1:5-7

Thanks, Questions?

@valentinejames james@finch.com linkedin: /jrovalentine