We said this a year ago, but alas, we have to say it again. There’s a big insights-to-actions gap out there.
Firms continue to invest in data, people, and technology, but in 2017, data and analytics pros reported basing fewer business decisions on data (45%) than in 2016 (49%). If you don’t feel pressured by that statistic, you should. Competitors or disruptors in your industry are getting better at using data to drive business outcomes faster than you are, and they’re coming after your customers.
Storytelling is your most important data-to-insights activator
Believe it or not, communication and “convincing” skills are as important in driving outcomes as the quality of your data and insights. Business insights pros we talk to with mature data-to-insights-to-actions capabilities say that at first they overfocused on data and tech and underestimated the power of soft skill activators. Learn from that and consider that:
Insights storytelling is your key activator. “Without storytelling, data offers just a rear-view mirror,” said Clive Humby, cofounder of customer science company Dunnhumby. So, forward, ho! Start telling effective insights stories.
Use a repeatable approach to craft insights stories with purpose
My latest report (accessible by Forrester clients) gives practical advice on techniques for crafting insights stories with purpose. Stories with purpose stick in peoples’ minds, and can change attitudes and drive actions – your goals. The techniques I cover in the report include how to
(This post originally appeared on the Forrester Researcch blog, which can be viewed here).
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