The Value of Business Analytics: Identifying the Path to Profitability

NEED FOR A COMMUNICATION STRATEGY

Considering most of us spend the vast majority of our time interact­ing with others, it is sometimes surprising how challenging it can be to successfully communicate an idea. Even at the best of times, everyone comes across people with whom they find it difficult to communicate.

Because business analytics requires creating organizational change, failing to effectively communicate an imperative for change is a death knell for the project. Regardless of how significant the intended value is, if people do not buy into that value, nothing will change. Critically, though, effective communication is far more than just simplifying and clarifying the message; it requires an understanding of whom you are communicating with. Failing to have this understanding can only make bad situations worse.

The reasons for this are simple. Everyone:

• Has a different level of understanding and is being driven by different things
• Fits within his or her own cultural context
• Has different communication preferences

Analytics is a complex field and it is rare that any given audience will necessarily have the right background to implicitly understand everything that is being communicated. Translation, by necessity, often falls to the analytics manager. Although some people are lucky enough to be innately effective communicators and persuaders, the vast majority of us benefit from applying a more structured approach to make sure that what is being communicated:

• Is interpreted