Insight is vital for business transformation, but how do you make decisions makers understand data and analytics successfully?

We’re in an age where big data and analytics are driving commercial decisions. According to IDC research, data gathering and dissemination will go up tenfold by 2020. Finding the key insight nuggets in the mountains of data will help ensure business survival in an increasingly digital world. Knowing how to present the Insight in a compelling way is a vital business competence.

We’re all aware of data-driven businesses, like Netflix, Uber and Airbnb, which are disrupting traditional markets. Because of AI and automation, gathering and analysing data is cheaper than ever before. But despite this, there is a gap between the insight the data analysts have and what the stakeholders know in many businesses. To make your data stand out, you need to give clients a clear overview of the data and the reason why the information will move their business forward.

Whilst it can be underpinned by data; a compelling reason is more likely to bring the change that is needed to life. One of the most effective ways of doing this is by storytelling. The more memorable the business tale is, the more likely the behavioural change will happen.

The neuroscience behind storytelling suggests that humans respond better to a relatable tale and process the idea better than when presented with a load of facts and figures. The main aim is not to provide the decisions, but provoke the decisions that need to be made.

When talking to clients don’t just rely on numbers, use active language like this will; ‘make you money’ and ‘save you money’. If you are using analytics, use simple, clear graphics that are easy to get through, and then allow them to ask you questions.

To get clients to be data-driven, you need to get them to realise what the benefit of the information is to them and this is done mainly through how you present. You can read Uspire’s tips on how to present with impact here.

Making decisions based on fact is vital to get excellent business results, but getting people to buy into these decisions needs to be done with the ancient art of storytelling. Make them part of the story. Remind them of the value of the data and where it came from via your story. But make sure you also give a compelling reason to value it.

  • How will it help them in their day-to-day business and work stream?
  • How will it help their overall business strategy?

This way you can avoid the inevitable data overload, and get your business message heard.

To learn more about how to use insight effectively in business, listen to our webinar below.