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Data Visualisation - Convert insights into actions

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Every year LinkedIn gathers a list of the hottest skills that can get you hired. For several years capabilities in statistical analysis and data mining have been one of the most wanted skills. As a newcomer, data presentation have appeared to the list. Businesses are more and more aware how crucial presentation skills are for business to be successful.

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Data Visualisation - Convert insights into actions

  1. 1. Actionable Insights How data presentation skills convert insights to actions How data presentation skills convert insights to actions
  2. 2. 72% 29%Of companies want to be “data-driven” Of companies are successful at connecting analytics to actions. Vs. Lähde: Forrester, https://go.forrester.com/blogs/16-03-09-think_you_want_to_be_data_driven_insight_is_the_new_data/
  3. 3. New skill in the list!
  4. 4. “Data Scientist: The Sexiest Job of the 21st Century” 4 Harvard Business Review
  5. 5. Companies have hired mathematicians and statistical experts who are specialised in data mining and analysing. These capabilities have increased amount of insights generated from data but companies are still struggling with data presentation. 5
  6. 6. “Numbers have an important story to tell. They rely on you to give them a clear and convincing voice.” 6 - Stephen Few, Data Visualisation expert
  7. 7. Data presentation is skill based on three key elements: data, visuals and narrative. Narrative combined with data helps to explain what’s happening in the data and why particular insight is especially important.
  8. 8. When you map data using visuals you’ll enlighten the audience. As infographics expert Alberto Cairo has put it “Show, don’t tell”. Visuals, illustrations and images have an great impact in convincing your audience.
  9. 9. Combine narrative with visuals and you’ll have engaging presentation. For example think about TED Talks. They enlighten and inspire our imagination and appeal to our rational side. In a research about top 500 TED Talks it was found out that stories made up at least 65% of their content.
  10. 10. These are the key drivers of making insights actionable. When you use great data storytelling skills you will combine rational and emotional side, show the insights and make convincing presentation that’ll drive for the change.
  11. 11. Actionable Insight consists of six attributes 11
  12. 12. 12 01 Alignment Insights closely tied to your key business goals are the most important ones driving your business forward.
  13. 13. 13 02 Context Insight without context is nothing. We need to be able to relate the findings with something.
  14. 14. 14 03 Relevance Are these insights brought to right persons at the right time with right setting? Reports are too often buried in the e-mail boxes of marketing manager.
  15. 15. 15 04 Specificity The specific insights are more likely to be acted on. If you are selling more than last month you should probably find out why this is happening.
  16. 16. 16 05 Novelty We will become numb to insights if they don't challenge our knowledge and preconceptions. Fresh insights with new angles are more likely to generate actions. Visualize data in a new way to find new perspective on existing data.
  17. 17. 17 06 Clarity If people don't clearly understand insights, the content will be forgotten. Too many times reports are quickly gathered without understanding the importance of this stage. Poor communication will cause signals to be lost and money to be thrown away.
  18. 18. 18 01 Alignment 02 Context 03 Relevance 04 Specificity 05 Novelty 06 Clarity
  19. 19. Data presentation… 19 01 Alignment 02 Context 03 Relevance 04 Specificity 05 Novelty 06 Clarity …is directly linked to 3/6 of these key attributes in generating actionable insights.
  20. 20. Let’s take a look at our Instagram Influencer Report 20
  21. 21. VAIKUTTAJA- MARKKINOINTI INSTAGRAMISSA Miten tehokasta vaikuttajamarkkinointi on, ja miten kuluttajat suhtautuvat siihen?
  22. 22. 86 % 15-24-vuotiaista Instagramin käyttäjistä käyttää palvelua joka päivä.
  23. 23. Miehiä kiinnostaa urheilu ja tekniikka, naisia kauneus ja muoti Miehet: 1. Urheilu 2. Tekniikka 3. Autot ja ajoneuvot 4. Vähäpukeiset ihmiset 5. Politiikka Naiset: 1. Kauneus 2. Muoti 3. Sisustus 4. Eläimet 5. Hyvinvointi Sukupuolittain korostuneimmat Instagram-tilien aiheet:
  24. 24. Ikäryhmissä korostuvat eri kiinnostuksen aiheet 15-24 v. Meemit/memet Kauneus Huumori Muoti Muiden arkielämä 35-44 v. Fitness 45-54 v. Luonto Matkailu Eläimet Politiikka Uutiset 55-64 v. Uutiset Matkailu Politiikka Taide Luonto
  25. 25. Vaikuttaja- markkinointi lisää suoraan myyntiä. 69% 54% 47% 34% 33% 31% Saanut tietoiseksi tuotteesta/palvelusta Saanut kiinnostumaan tuotteesta/palvelusta Saanut etsimään lisätietoa Saanut pitämään tuotetta/palvelua parempana Saanut ostamaan Saanut suosittelemaan Onko jokin viimeisen vuoden aikana näkemäsi Instagram-yhteistyö saanut sinut… Tämä kysymys on kysytty niiltä, jotka ovat nähneet Instagram-vaikuttajien ja yritysten välistä yhteistyötä viimeisen vuoden aikana.
  26. 26. We offer infographic style visuals for our customers. This will help communicating better to the stakeholders and making insights more actionable. 26
  27. 27. Infographics support data communication 27 Infographic form encapsulates the most important insights. Alongside with broader research report we deliver key insights in the form of a brief 10-15 page report. Improved stakeholder communication. Inspiring and visual presentation is a great tool for internal marketing when results are presented to the board of directors, or when sent to other stakeholders. Make insights more actionable. By investing in communication, you’ll ensure that the most important insights are understood in the organisation and research findings convert to actions. Scientific evidence supports the usage of infographics. Research has shown that people spend more time with informative pictures than text. * Images improves recall of the content by 55 percentage points. * Encapsulate Stakeholders Action Science *Source 1: Eye Tracking Study, https://www.nngroup.com/articles/photos-as-web-content/. *Source 2: When people hear information, they're likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later. http://www.brainrules.net/vision
  28. 28. “To unleash the power of data through technology and analytics to give clients competitive advantage and drive business results.” 28 Our mission in Annalect Finland:
  29. 29. Credits 29 Joel has several years of experience in data communication, data visualisation and infographics at Omnicom Media Group. He consults and helps professionals in OMD, ToinenPHD, Ainoa Resolution and Annalect to communicate data and insights better. Joel Kanerva Data Visualization Designer Mail: joel.kanerva@annalect.com Read more about marketing analytics and data visualisation: https://www.annalect.fi

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