The document provides steps for creating a strategic communication plan for an analytics team. It recommends first getting to know the team's mission, values, and roles. Second, assess supporters and identify target audiences like those who could champion or commission future work from the team. Third, create visual collateral like slide decks and videos tailored to different business lines. Finally, disseminate the communications through company channels and 1:1 meetings to make the team's voice heard. Maintaining an ongoing communication stream is also advised to keep the team top of mind.

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Strategic Communication:
Building a Bridge from Analytics
to Business
Chemere Davis
Predictive Analytics World
May 16, 2017

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• Currently a Data Scientist
• Enterprise Advanced Analytics
• 10+ years experience in analytics w/ 3.5 years at Wells
Fargo Bank, N.A.
• New to the communications strategy sphere
Biography

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In the beginning…
 You’ve created a winning team, where do you go from
here?
 Do you know what others are thinking or saying about
your team? Do they even know your team exists?
 Just as you may have had to think outside the box to
recruit your crew based on your organizational needs,
you should put just as much care into telling your story
to your potential business partners.

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Creating a Communications Strategy for Analytics
2
Assess Your
Support
System
Put your supporters to
work for you!
1Get to Know Your Team
Determine Mission,
Values & Roles
3Determine Your Target
Audience
Identify those on the fence to build
confidence & create a communications
plan
4
Create your
collateral
Create a visually
appealing and
informative portfolio for
potential clients
5
Go Live!
Make your voice heard
through multiple channels

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Step 1: You have your dream team – now what?
Current perception v. Desired perception:
 Determine your vision and mission
 Vision: A statement of how organization will appear in a future state
 Mission: Supports the vision and communicates purpose
 Describe the role you envision for the team:
 A subset of the analytic process or the entire practice
• Data engineering
• Exploratory data analytics
• Business intelligence
• Advanced analytics
 Understand your service model: training, support, advising, or consulting
Your communication strategy should articulate the role you aspire for your team; it may not
be the role you currently play

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Some additional roles outside of the core
analytic team are vital
Strategist
Oversees the details of the
strategy and helps facilitate
Communicator(s)
Crafts the proper message
in an engaging and
memorable way
Speaks the client’s language
to achieve buy-in
Future Partner
Will provide you clues to
what they want and need
If done properly, they will
commission you for future
work

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Wait, what if my team’s current role or service
model is the not the best one?
Expectations vs. Vision
 Your communications strategy is paramount in shifting
expectations:
• Paint a picture of the future
• Explain why your new role will be more effective for your
clients
• Cross-team collaboration to fill gaps
Your communication strategy is your opportunity to change as well as correct
expectations

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Step 2: Garnering support before you go live
with your communications
 Survey the audience
– Find your supporters
– Also look for some skeptics
 Let the believers work on your behalf
– Arm them with cogent documentation about what your team does and
how
– Compelling examples
 Clearly articulate what you need your supporters to do
You may also need to bring disbelievers (untrusting but unfounded) into the fold–it
may be one of your biggest opportunities

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Step 3: Who else needs to know who you are?
 Collaborate on a Stakeholder Analysis
 Deliver a meaningful message
– Preferred method of communication
– Focus on their burning business issues and resolution
– Use examples relevant to their situations
Those who need you most may not be those who are most vocal–they may be
unaware you exist or that you could help them

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Now You’re Ready to Create a Communications Plan
• Determine the collateral you want to create
- Ex. slide decks, videos, interactive demos
• Determine which channels are necessary to share your work using the Stakeholder
Analysis
• Create achievable goals with a specific a timeline identified
• Develop some success criteria and metrics
- Should be reasonable
- Hold yourself accountable

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Steps in Review
2
Assess Your
Support
System
Put your supporters to
work for you!
1Get to Know Your Team
Determine Mission,
Values & Roles
3Determine Your Target
Audience
Identify those on the fence to build
confidence & create a communications
plan
4
Create your
collateral
Create a visually
appealing and
informative portfolio for
potential clients
5
Go Live!
Make your voice heard
through multiple channels

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Step 4: Creating the collateral
 Version based on
– Line of Business
– Depth of expertise
 Pull in the experts
– Graphic artists, communication specialists, trusted
business partners
 Incorporate stellar examples
Collateral stays behind and is an opportunity to spread the word about your team

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Socialization Deck Example
Measure what
resonates with your
client & make changes
accordingly

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Step 5: Going live – hit across multiple
communications channels
 Tap into your company’s intranet
 Get a spot in your company’s newsletters and all-world
meetings
 Take advantage to lead analytic conversations on blogs
 1:1s & your client’s group meetings
 Use multiple channels to get in front of your clients and
create the buzz
Remember: people remember you best when you provide information across
visual, auditory and written mediums

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Creating a communications strategy is not a one
time event!
03
Your Team
Evolves
Communications
Plan Matures as
Your Team Does
01 Business Partner
Roles & Needs
Change
02
You Get More
Wins Under Your
Belt
Keep a continuous and current communication stream; determine the ideal
cadence to keep your team top of mind without inundating your clients

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In Review
 Know Your Team
 Assess Your Support System
 Determine Your Target Audience
 Create Your Collateral
 Go Live!

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Tips to get you started
Be clear about
what you are
not
Don’t be
afraid to say
“No” to
projects that
don’t fit
Ask past business
clients for
recommendations &
to co-present with
you
Look for teams that
may complement or
compete with you &
bring them into your
strategy
Don’t limit your
team – paint the
picture about
what you can do

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THANK YOU
Chemere.Davis@wellsfargo.com
EMAIL