Win with Advanced Business Analytics: Creating Business Value from Your Data

“EAT LIKE A BIRD, POOP LIKE AN ELEPHANT”

The above well-known quote from the former chief evangelist of Apple, Guy Kawasaki, reflects the communication philosophy your analysts should have after a project.1 Namely, they should take little from the business in time, attention, and resources, yet give back plenty. Toward that end, having your analysts “communicate the insights” of their analytical activities will be key and is the fifth stage of the IMPACT cycle. Unfortunately, it is somewhat common for analysts to be more comfortable with analyzing and less comfortable in communicating with business leaders. However, in order for your analytics to affect the business, they must be communicated effectively.

By communication, we don’t mean giving an oral presentation to executives as moving and insightful as the famous minister T. D. Jakes. No, what we mean is that your analyst uses multiple means of communicating to get her findings across the company to as many people as possible, with the appropriate management approvals, of course. Knowledge is power, and the more people across the organization who have the knowledge, the more powerful the organization becomes. For example, once the data have been analyzed against the business questions, the meaning succinctly interpreted, and the business actions outlined, your analyst must create and gain approval on a documented communication plan that lists the three or four ways the analyst will evangelize what has been learned to others ...