“People commonly use statistics like a drunk uses a lamppost: for support rather than illumination.” - Mark Twain

We’ve heard a lot lately of an insurmountable gap between data insight and action. What’s the story here? Forrester’s 2016 Predictions revealed that 71% of enterprise architects lack confidence in their company’s ability to connect analytic results to business outcomes. Indeed Forrester reveals that the business satisfaction with analytics output fell by 20% between 2014 and 2015. So how can data and analytics leaders get the required C-level platform, buy-in and enterprise-wide support to enact change and pass the insight baton securely into the hands of the business decision makers?

Analytics insight alone is not enough. Without doubt we are bombarded with information from the moment we wake until our sleep mode supervenes. People are becoming adept at filtering out, switching off when their interest isn’t peaked. Data and technology is ready and waiting, but human comprehension and willingness to accept new possibilities is creating a significant lag. *Cue* a new breed of business data and analytics leader – the data guru, consultant, and actionable insights hero.

THE ART OF ANALYSIS AND EFFECTIVE COMMUNICATION 

Clean data is beautiful. To you. Years of experience has enabled you to operate and flourish in it’s complexity. However, only by seeing the world from your audiences viewpoint can you better understand and address their needs in a comprehensible manner. Turning complexity from multiple data sources into a clear, and succinct story with actionable recommendations will be the key in closing the gap. By understanding the relevance of the events and their consequences contained within the data story directly to the audience, will the data guru become even more than themselves - an analytics business consultant and open collaborator.

Progress happens with communication. Visualisation is an effective vehicle for exploring data stories. It can spark curiosity and drive insights into action, but the power is in the effective storytelling, the consultative approach to non-quantitative managers and focus upon collaboration to drive change. In those companies, at the cutting edge of data analytics, change is supported. Data and analytics leaders become open collaborators and the traditional home of the data lake, the divisional silo is tapped. Executives exposed to the possibilities of business value from actionable insight understand the opportunity. Business leaders move on from traditional reports and dashboards to embrace predictive and prescriptive analytics. A creative and intelligent enterprise is born.

The rise of self-serve analytics will, with the right leader at the helm,  encourage data discovery by non-technical users and assist in furthering a culture of creative analytical thinking. The data and analytics leaders role will continue to champion the critical role of storytelling,  and drive actionable insights.

5 Essential Storytelling Tips: 

• Understand the audience – cater to various level of understanding and differing objectives
• Present the meaning not the complexity - ensure relevant information is present and the message clear
• Use a narrative - provide contextualisation to graphics, establish relevance and expectations
• Get your story straight – practice, spot any weaknesses, and be ready to defend your expertise
• Make information memorable – be persuasive, and tell high-impact stories

However, Forrester also predicts that for 2016, half of all IT big data hub investments will stagnate or be re-directed should they fail to record measurable impact on the corporate customer strategy. Closing the gap between insight and action is paramount and heralds a new era for data and analytics leaders. Technical competence and data alone is not enough - a great pair of boots doesn't make a great player.

Be a great storyteller. Tell powerful stories with data. Find a way to tell the narrative in an engaging and memorable way to enable your organisation to transform actionable insights into strategic benefits. Become the actionable insights hero.

By Kate Tappin

Kate Tappin  is the Content Director for the inaugural APAC Chief Analytics Officer Forum. Consulting with the industry about their key challenges and finding exciting and innovative ways to bring people together to address those issues – the CAO Forum is launching in Sydney, 5-6 April 2016. For enquiries email: kate.tappin@coriniumintelligence.com

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