The document discusses how effective data presentation skills can transform insights into actionable outcomes, highlighting the connection between data, visuals, and narrative. It emphasizes the importance of attributes like alignment, context, relevance, specificity, novelty, and clarity in making insights actionable. Infographics and visually engaging presentations are presented as essential tools for improving stakeholder communication and ensuring that insights are effectively understood and acted upon.

1. Actionable Insights
How data presentation skills convert insights to actions
How data
presentation
skills convert
insights to
actions

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. New skill in the list!

4. “Data Scientist: The Sexiest
Job of the 21st Century”
4
Harvard Business Review

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. “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. 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. 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. 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. 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. Actionable Insight consists of six attributes
11

12. 12
01
Alignment
Insights closely tied to your key
business goals are the most
important ones driving your
business forward.

13. 13
02
Context
Insight without context is
nothing. We need to be able to
relate the findings with something.

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
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
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
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
01
Alignment
02
Context
03
Relevance
04
Specificity
05
Novelty
06
Clarity

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. Let’s take a look at our
Instagram Influencer Report
20

21. VAIKUTTAJA-
MARKKINOINTI
INSTAGRAMISSA
Miten tehokasta
vaikuttajamarkkinointi on, ja
miten kuluttajat suhtautuvat
siihen?

22. 86 %
15-24-vuotiaista
Instagramin käyttäjistä
käyttää palvelua joka päivä.

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. 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. 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. We offer infographic style visuals for our
customers. This will help communicating
better to the stakeholders and making
insights more actionable.
26

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. “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. 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