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

The First Step in Information Management

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The Importance of Effective Communications in AnalyticsMarch 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 toConvey 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 froma 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’sUnderstanding 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 usedto anchordecisions

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


Guiding Principles


Purpose

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


Utilize Data Visualizationand 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 tobusiness

Who/what impactedor who/what is helping

Future state wheninsights revealbusiness outcomesand 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 withthe 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: EffectiveModel Management and Stewardship.

John Ladley @[email protected]

Kelle O’Neal @[email protected]

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