SlideShare a Scribd company logo
Paul Laughlin, Managing Director, Laughlin Consultancy
The Softer Skills
Data Scientists also need to
make an impact in business
Career within Lloyds Banking Group
❖ Created & lead customer insight teams for all the
major insurance brands, products & channels used
by Lloyds Banking Group over 13 years
❖ Added over £11m incremental profit to bottom line
annually
❖ Pioneered work with Financial Conduct Authority on
Behavioural Economics in communications
❖ Developed capability in team of 44 & mentored next
generation of leaders
Helping Businesses
“Helping businesses make money from customer insight”
Laughlin Consultancy helps companies maximise sustainable value from their
customer insight, for example by growing their bottom line, improving customer
retention and demonstrating to their regulator that they treat customers fairly.
Data Science at the Whitehouse
9 Step Analysis Model
Breadth not Depth
Getting a better brief
Question
The problem with requests
Socratic questioning
❖ Aim is to help client have clarity on
need not just what they want:
❖ Concept clarification questions
❖ Probing assumptions
❖ Probing rationale, reasons &
evidence
❖ Questioning viewpoints &
perspectives
❖ Probe implications &
consequences
Failing to Prepare is preparing to Fail
11
Question
Planning & Design
Design Map
What do we
already know?
What am I
missing?
How could I
fill this gap?
How am I going
to communicate
findings?
What are the
Hypotheses?
You could start at any
point in the cycle but
you should look to
address all elements
in completing your
analysis
Who
Use / Involvement / Experience
Shopping/Buying
Engagement / Influences▪What characterises the
customer/ segment
−demographics
−stage of life
−attitudes
−behaviours
−dissatisfactions
−routines
−etc
▪What are their chief concerns
in life (attitudinal data)?
▪What are their key needs and
aspirations?
▪What are their circumstances
and what is going on in their
lives that impacts how they
see the category?
▪What motivates them?
▪ What are their preferred channels for
researching and purchasing products
and how does this compare with other
types of products?
▪ How do they make a purchase decision
and what factors are important?
▪ What are their attitudes to advice? What
prompts/triggers them to seek advice?
▪ How do they perceive your brand vs
other brands? (product category and
wider)
▪ How do they become aware of the
category?
▪ What is there attitude to planning for
the future? When do they think
ahead, what triggers this?
▪ When do they reconsider their
choices? What prompts change?
▪ What and who influences them and
their choices? Who do they turn to
for guidance/information/
recommendations?
▪ What competitive product holdings
do they have and why?
▪ When are they receptive to
messages?
▪ What does the segment need and want
when buying your products?
▪ What products are they most likely to
buy and why?
▪ What is the current customer
experience?
▪ What are the key dissatisfactions
(irritations, frustrations etc) with the
current process?
Pricing/Finances
▪ How engaged/informed/involved are
they with regard to competitive pricing?
▪ What products do they hold? How does
this contrast with other segments?
▪ What triggered their purchase? What
stops them buying?
▪ Do they go on to buy something else?
(us or competitor)
▪ What are their goals and to what extent
do they plan their spend (budgets)?
Context questions
Achieving Stakeholder Buy-In
14
Question
Planning & Design
Buy-in
Stakeholder Mapping
Technical stages (Data & Analytics)
Question
Data Analysis Insight
Planning &
Design
Buy-in
Generating Customer Insights
Question
Data Analysis Insight
Planning & Design
Buy-in
Converging sources of evidence
Agreeing Sign-off and Tactics
Question
Data Analysis Insight
Planning & Design
Buy-in Sign-off
Communicating your
analysis effectively
Question
Data Analysis Insight
Planning & Design
Presentation &
Distribution
Buy-in Sign-off
Hierarchies of communication
❖ Hierarchies of headlining
❖ Short, eye-catching, wording
Storytelling
❖ People are engagedby stories
❖ Psychological studies show better attention &
recall (esp. feelings)
❖ Common templates:
❖ “Just imagine, if…”
❖ “Wow! I’m going to tell… about this”
❖ The Burning Platform
Tufte’s rules for Data Visualisation
❖ Graphical integrity
❖ Data-Ink
❖ Chart Junk
❖ Data Density
❖ Small Multiples
Negative examples of Data Visualisation
Checkout Viz.WTF
Positive example of Data Visualisation
Influencing the Action
needed as a result
Question
Data Analysis Insight
Planning & Design
Presentation &
Distribution
Solution
Buy-in Sign-off
It’s all about taking Action
❖ Ensuring request is for action
❖ Designing analysis for action
❖ Including recommended actions
❖ Progress updates on action
❖ Measure effect of actions
9 Step Analysis Model
Our Exercise = Back to Socrates
Concept Clarification:
❖ What exactly does X mean? Can you give an example?
Probing Assumptions:
❖ You seem to be assuming Y, please explain why?
Probing Rationale:
❖ What evidence is there to support what you are saying?
Questioning viewpoints & perspectives:
❖ Another way of looking at this is Z, is that better?
9 Step Analysis Model
Action orientated learning
One thing I will do
differently as a
result of this
presentation is…
linkedin.com/in/paullaughlin
paul@laughlinconsultancy.com
+44 (0)7446958061
How to keep in touch
customerinsightleader.com
laughlinconsultancy.com
@LaughlinPaul

More Related Content

What's hot

Push versus pull sales
Push versus pull salesPush versus pull sales
Push versus pull sales
Herve PAYAN
 
Social Media in B2B: Social Technographics Ladder
Social Media in B2B: Social Technographics LadderSocial Media in B2B: Social Technographics Ladder
Social Media in B2B: Social Technographics Ladder
Heuvel Marketing
 
The strategy to action gap
The strategy to action gapThe strategy to action gap
The strategy to action gap
Heuvel Marketing
 

What's hot (20)

Consultative Selling in B2B Technology Sales
Consultative Selling in B2B Technology SalesConsultative Selling in B2B Technology Sales
Consultative Selling in B2B Technology Sales
 
Writing a business plan
Writing a business planWriting a business plan
Writing a business plan
 
DUCKS + Design Thinking : Evolving market research thinking to enhance strate...
DUCKS + Design Thinking : Evolving market research thinking to enhance strate...DUCKS + Design Thinking : Evolving market research thinking to enhance strate...
DUCKS + Design Thinking : Evolving market research thinking to enhance strate...
 
Product manager recruiting and development in early stage technology companie...
Product manager recruiting and development in early stage technology companie...Product manager recruiting and development in early stage technology companie...
Product manager recruiting and development in early stage technology companie...
 
Design is Magic
Design is MagicDesign is Magic
Design is Magic
 
Five Imperatives for Sales Effectiveness in 2013
Five Imperatives for Sales Effectiveness in 2013Five Imperatives for Sales Effectiveness in 2013
Five Imperatives for Sales Effectiveness in 2013
 
Push versus pull sales
Push versus pull salesPush versus pull sales
Push versus pull sales
 
Long square holes ducks
Long square holes ducksLong square holes ducks
Long square holes ducks
 
240510 high performing sales professionals for slideshare
240510   high performing sales professionals for slideshare240510   high performing sales professionals for slideshare
240510 high performing sales professionals for slideshare
 
Consultative Selling Simplified
Consultative Selling SimplifiedConsultative Selling Simplified
Consultative Selling Simplified
 
Creating Pipeline Through Use of a Sales Playbook (AA-ISP San Francisco 2012)...
Creating Pipeline Through Use of a Sales Playbook (AA-ISP San Francisco 2012)...Creating Pipeline Through Use of a Sales Playbook (AA-ISP San Francisco 2012)...
Creating Pipeline Through Use of a Sales Playbook (AA-ISP San Francisco 2012)...
 
Winning with CHAMP
Winning with CHAMPWinning with CHAMP
Winning with CHAMP
 
Social Media in B2B: Social Technographics Ladder
Social Media in B2B: Social Technographics LadderSocial Media in B2B: Social Technographics Ladder
Social Media in B2B: Social Technographics Ladder
 
PreSeed Academy #27 - Caragh Kennedy (Hubspot)
PreSeed Academy #27 - Caragh Kennedy (Hubspot)PreSeed Academy #27 - Caragh Kennedy (Hubspot)
PreSeed Academy #27 - Caragh Kennedy (Hubspot)
 
2016 B2B Sales Insights Report
2016 B2B Sales Insights Report2016 B2B Sales Insights Report
2016 B2B Sales Insights Report
 
Marketing in Technology-Based Businesses
Marketing in Technology-Based BusinessesMarketing in Technology-Based Businesses
Marketing in Technology-Based Businesses
 
Market Research for Startups
Market Research for StartupsMarket Research for Startups
Market Research for Startups
 
Rocket Watcher VC Fundraising Template
Rocket Watcher VC Fundraising TemplateRocket Watcher VC Fundraising Template
Rocket Watcher VC Fundraising Template
 
The strategy to action gap
The strategy to action gapThe strategy to action gap
The strategy to action gap
 
B2B Content Marketing - Benchmarks, Trends, Budgets [2017]
B2B Content Marketing - Benchmarks, Trends, Budgets [2017]B2B Content Marketing - Benchmarks, Trends, Budgets [2017]
B2B Content Marketing - Benchmarks, Trends, Budgets [2017]
 

Viewers also liked

PDF PROPOSAL HUBUNGAN ANTARA KUALITAS FISIK LAHAN DENGAN PRODUKSI KAKAO (Theo...
PDF PROPOSAL HUBUNGAN ANTARA KUALITAS FISIK LAHAN DENGAN PRODUKSI KAKAO (Theo...PDF PROPOSAL HUBUNGAN ANTARA KUALITAS FISIK LAHAN DENGAN PRODUKSI KAKAO (Theo...
PDF PROPOSAL HUBUNGAN ANTARA KUALITAS FISIK LAHAN DENGAN PRODUKSI KAKAO (Theo...
firmanahyuda
 
Business Report writing
Business Report writingBusiness Report writing
Business Report writing
Suhaib Khan
 

Viewers also liked (16)

ул ктп 11 кл. 2016 2017
ул ктп 11 кл. 2016 2017ул ктп 11 кл. 2016 2017
ул ктп 11 кл. 2016 2017
 
Nuevas tendencias y oportunidades de negocio en rehabilitación energética
Nuevas tendencias y oportunidades de negocio en rehabilitación energética Nuevas tendencias y oportunidades de negocio en rehabilitación energética
Nuevas tendencias y oportunidades de negocio en rehabilitación energética
 
Connectivity and Affordability the Role of the USF - Hugh O Cross
Connectivity and Affordability the Role of the USF - Hugh O CrossConnectivity and Affordability the Role of the USF - Hugh O Cross
Connectivity and Affordability the Role of the USF - Hugh O Cross
 
The Future of TV By Stuart W. Volkow, UCLA Extension, VentureDNA
The Future of TV By Stuart W. Volkow, UCLA Extension, VentureDNAThe Future of TV By Stuart W. Volkow, UCLA Extension, VentureDNA
The Future of TV By Stuart W. Volkow, UCLA Extension, VentureDNA
 
Senthilkumar_SQL_New
Senthilkumar_SQL_NewSenthilkumar_SQL_New
Senthilkumar_SQL_New
 
Mysql
MysqlMysql
Mysql
 
Late
LateLate
Late
 
PDF PROPOSAL HUBUNGAN ANTARA KUALITAS FISIK LAHAN DENGAN PRODUKSI KAKAO (Theo...
PDF PROPOSAL HUBUNGAN ANTARA KUALITAS FISIK LAHAN DENGAN PRODUKSI KAKAO (Theo...PDF PROPOSAL HUBUNGAN ANTARA KUALITAS FISIK LAHAN DENGAN PRODUKSI KAKAO (Theo...
PDF PROPOSAL HUBUNGAN ANTARA KUALITAS FISIK LAHAN DENGAN PRODUKSI KAKAO (Theo...
 
Unix logging
Unix loggingUnix logging
Unix logging
 
Public deposits
Public depositsPublic deposits
Public deposits
 
La española inglesa. imágenes
La española inglesa. imágenesLa española inglesa. imágenes
La española inglesa. imágenes
 
Estrategia de E.P.L.E.R definición y características
Estrategia de E.P.L.E.R definición y características Estrategia de E.P.L.E.R definición y características
Estrategia de E.P.L.E.R definición y características
 
9 21dasdsa
9 21dasdsa9 21dasdsa
9 21dasdsa
 
FireEye Use Cases — FireEye Solution Deployment Experience
FireEye Use Cases — FireEye Solution Deployment ExperienceFireEye Use Cases — FireEye Solution Deployment Experience
FireEye Use Cases — FireEye Solution Deployment Experience
 
Myths and realities of data security and compliance - Isaca Alanta - ulf matt...
Myths and realities of data security and compliance - Isaca Alanta - ulf matt...Myths and realities of data security and compliance - Isaca Alanta - ulf matt...
Myths and realities of data security and compliance - Isaca Alanta - ulf matt...
 
Business Report writing
Business Report writingBusiness Report writing
Business Report writing
 

Similar to Softer Skills workshop for #DTS16 event in Edinburgh

Sales Influence Presentation June 2015 07062015
Sales Influence Presentation June 2015 07062015Sales Influence Presentation June 2015 07062015
Sales Influence Presentation June 2015 07062015
Madeleine Tewes MBA
 
Value Based Selling for Small Business Owners
Value Based Selling for Small Business OwnersValue Based Selling for Small Business Owners
Value Based Selling for Small Business Owners
Michael Bowers
 
What the customer wants you to know
What the customer wants you to knowWhat the customer wants you to know
What the customer wants you to know
Moch Kurniawan
 
More Effective Lead Generation Using Persuasive Scenario Planning
More Effective Lead Generation Using Persuasive Scenario PlanningMore Effective Lead Generation Using Persuasive Scenario Planning
More Effective Lead Generation Using Persuasive Scenario Planning
Marketo
 

Similar to Softer Skills workshop for #DTS16 event in Edinburgh (20)

Presentation at Big Data & Analytics for Insurance 2016
Presentation at Big Data & Analytics for Insurance 2016Presentation at Big Data & Analytics for Insurance 2016
Presentation at Big Data & Analytics for Insurance 2016
 
Sales Win Loss Analysis & Competitive Intelligence Tips Webinar With Andela a...
Sales Win Loss Analysis & Competitive Intelligence Tips Webinar With Andela a...Sales Win Loss Analysis & Competitive Intelligence Tips Webinar With Andela a...
Sales Win Loss Analysis & Competitive Intelligence Tips Webinar With Andela a...
 
Sales Influence Presentation June 2015 07062015
Sales Influence Presentation June 2015 07062015Sales Influence Presentation June 2015 07062015
Sales Influence Presentation June 2015 07062015
 
Digital Media Stream Introduction to Content Marketing April 2017
Digital Media Stream Introduction to Content Marketing April 2017Digital Media Stream Introduction to Content Marketing April 2017
Digital Media Stream Introduction to Content Marketing April 2017
 
The Role of the HR Professional in Creating a High-Performance Organisation
The Role of the HR Professional in Creating a High-Performance OrganisationThe Role of the HR Professional in Creating a High-Performance Organisation
The Role of the HR Professional in Creating a High-Performance Organisation
 
Customer Success Needs to Grow (Up)
Customer Success Needs to Grow (Up)Customer Success Needs to Grow (Up)
Customer Success Needs to Grow (Up)
 
Customer Success Needs to Grow (Up)
Customer Success Needs to Grow (Up)Customer Success Needs to Grow (Up)
Customer Success Needs to Grow (Up)
 
Marketing for Where You Want to Be – Proven Ways to Grow in 2011 and Beyond
Marketing for Where You Want to Be – Proven Ways to Grow in 2011 and BeyondMarketing for Where You Want to Be – Proven Ways to Grow in 2011 and Beyond
Marketing for Where You Want to Be – Proven Ways to Grow in 2011 and Beyond
 
Customer Centric Discovery
Customer Centric DiscoveryCustomer Centric Discovery
Customer Centric Discovery
 
Testing Roadmaps and Experiment Design
Testing Roadmaps and Experiment DesignTesting Roadmaps and Experiment Design
Testing Roadmaps and Experiment Design
 
From idea-to-scalable-business-plan-tom-katsioulas-master class
From idea-to-scalable-business-plan-tom-katsioulas-master classFrom idea-to-scalable-business-plan-tom-katsioulas-master class
From idea-to-scalable-business-plan-tom-katsioulas-master class
 
Value Based Selling for Small Business Owners
Value Based Selling for Small Business OwnersValue Based Selling for Small Business Owners
Value Based Selling for Small Business Owners
 
What the customer wants you to know
What the customer wants you to knowWhat the customer wants you to know
What the customer wants you to know
 
Outperform Webinar Series: How to Optimize Your Checkout Flow & Engage Your C...
Outperform Webinar Series: How to Optimize Your Checkout Flow & Engage Your C...Outperform Webinar Series: How to Optimize Your Checkout Flow & Engage Your C...
Outperform Webinar Series: How to Optimize Your Checkout Flow & Engage Your C...
 
How to create content that fuels your sales funnel (pdf)
How to create content that fuels your sales funnel (pdf)How to create content that fuels your sales funnel (pdf)
How to create content that fuels your sales funnel (pdf)
 
APMP Foundation: Establishing Requirements
APMP Foundation: Establishing RequirementsAPMP Foundation: Establishing Requirements
APMP Foundation: Establishing Requirements
 
Transforming the Boardrooms "Boardroom Effectiveness "
Transforming the Boardrooms "Boardroom Effectiveness"Transforming the Boardrooms "Boardroom Effectiveness"
Transforming the Boardrooms "Boardroom Effectiveness "
 
Rethinking customer insight | Future of Sport Conference 2018
Rethinking customer insight | Future of Sport Conference 2018Rethinking customer insight | Future of Sport Conference 2018
Rethinking customer insight | Future of Sport Conference 2018
 
"From Insights to Action" by Andrew Vincent, a Revelation Great Research Thin...
"From Insights to Action" by Andrew Vincent, a Revelation Great Research Thin..."From Insights to Action" by Andrew Vincent, a Revelation Great Research Thin...
"From Insights to Action" by Andrew Vincent, a Revelation Great Research Thin...
 
More Effective Lead Generation Using Persuasive Scenario Planning
More Effective Lead Generation Using Persuasive Scenario PlanningMore Effective Lead Generation Using Persuasive Scenario Planning
More Effective Lead Generation Using Persuasive Scenario Planning
 

More from Paul Laughlin

Measuring your Marketing Effectiveness for Budget setting public
Measuring your Marketing Effectiveness for Budget setting publicMeasuring your Marketing Effectiveness for Budget setting public
Measuring your Marketing Effectiveness for Budget setting public
Paul Laughlin
 
Msms2015 adopting holistic customer insight public
Msms2015 adopting holistic customer insight publicMsms2015 adopting holistic customer insight public
Msms2015 adopting holistic customer insight public
Paul Laughlin
 

More from Paul Laughlin (20)

Big Data and Analytics in your Organisation talk.pdf
Big Data and Analytics in your Organisation talk.pdfBig Data and Analytics in your Organisation talk.pdf
Big Data and Analytics in your Organisation talk.pdf
 
Data Leadership talk for CIIA March 2022.pdf
Data Leadership talk for CIIA March 2022.pdfData Leadership talk for CIIA March 2022.pdf
Data Leadership talk for CIIA March 2022.pdf
 
The Softer Skills analysts need to succeed in their careers
The Softer Skills analysts need to succeed in their careersThe Softer Skills analysts need to succeed in their careers
The Softer Skills analysts need to succeed in their careers
 
The Softer Skills that analysts need (beyond Data Visualisation)
The Softer Skills that analysts need (beyond Data Visualisation)The Softer Skills that analysts need (beyond Data Visualisation)
The Softer Skills that analysts need (beyond Data Visualisation)
 
Presentation to Analytics Network of the OR Society Nov 2020
Presentation to Analytics Network of the OR Society Nov 2020Presentation to Analytics Network of the OR Society Nov 2020
Presentation to Analytics Network of the OR Society Nov 2020
 
Why Data Scientists are not the answer to your Customer Insight gaps
Why Data Scientists are not the answer to your Customer Insight gapsWhy Data Scientists are not the answer to your Customer Insight gaps
Why Data Scientists are not the answer to your Customer Insight gaps
 
Do data leaders face unique challenges as leaders?
Do data leaders face unique challenges as leaders?Do data leaders face unique challenges as leaders?
Do data leaders face unique challenges as leaders?
 
The People Skills analysts need to succeed in their careers
The People Skills analysts need to succeed in their careersThe People Skills analysts need to succeed in their careers
The People Skills analysts need to succeed in their careers
 
Covid-19 dashboard 25 March 2020
Covid-19 dashboard 25 March 2020Covid-19 dashboard 25 March 2020
Covid-19 dashboard 25 March 2020
 
The Softer Skills Analysts need to make an impact
The Softer Skills Analysts need to make an impactThe Softer Skills Analysts need to make an impact
The Softer Skills Analysts need to make an impact
 
Everyday Data Science
Everyday Data ScienceEveryday Data Science
Everyday Data Science
 
GDPR and Identity Management
GDPR and Identity ManagementGDPR and Identity Management
GDPR and Identity Management
 
How life-event data can improve & protect your marketing in a post-GDPR world
How life-event data can improve & protect your marketing in a post-GDPR worldHow life-event data can improve & protect your marketing in a post-GDPR world
How life-event data can improve & protect your marketing in a post-GDPR world
 
Customer Insight & Conduct Risk
Customer Insight & Conduct RiskCustomer Insight & Conduct Risk
Customer Insight & Conduct Risk
 
Measuring your Marketing Effectiveness for Budget setting public
Measuring your Marketing Effectiveness for Budget setting publicMeasuring your Marketing Effectiveness for Budget setting public
Measuring your Marketing Effectiveness for Budget setting public
 
Msms2015 adopting holistic customer insight public
Msms2015 adopting holistic customer insight publicMsms2015 adopting holistic customer insight public
Msms2015 adopting holistic customer insight public
 
Less jargon, fewer bonuses, more loyalty
Less jargon, fewer bonuses, more loyaltyLess jargon, fewer bonuses, more loyalty
Less jargon, fewer bonuses, more loyalty
 
Behavioural economics for The Financial Services Forum members conference 2015
Behavioural economics for The Financial Services Forum members conference 2015Behavioural economics for The Financial Services Forum members conference 2015
Behavioural economics for The Financial Services Forum members conference 2015
 
Introduction to Laughlin Consultancy
Introduction to Laughlin ConsultancyIntroduction to Laughlin Consultancy
Introduction to Laughlin Consultancy
 
Marketing Effectiveness Measurement replaces Budget Envy
Marketing Effectiveness Measurement replaces Budget EnvyMarketing Effectiveness Measurement replaces Budget Envy
Marketing Effectiveness Measurement replaces Budget Envy
 

Recently uploaded

The basics of sentences session 4pptx.pptx
The basics of sentences session 4pptx.pptxThe basics of sentences session 4pptx.pptx
The basics of sentences session 4pptx.pptx
heathfieldcps1
 
ppt your views.ppt your views of your college in your eyes
ppt your views.ppt your views of your college in your eyesppt your views.ppt your views of your college in your eyes
ppt your views.ppt your views of your college in your eyes
ashishpaul799
 
IATP How-to Foreign Travel May 2024.pdff
IATP How-to Foreign Travel May 2024.pdffIATP How-to Foreign Travel May 2024.pdff
IATP How-to Foreign Travel May 2024.pdff
17thcssbs2
 

Recently uploaded (20)

How to Break the cycle of negative Thoughts
How to Break the cycle of negative ThoughtsHow to Break the cycle of negative Thoughts
How to Break the cycle of negative Thoughts
 
size separation d pharm 1st year pharmaceutics
size separation d pharm 1st year pharmaceuticssize separation d pharm 1st year pharmaceutics
size separation d pharm 1st year pharmaceutics
 
Introduction to Quality Improvement Essentials
Introduction to Quality Improvement EssentialsIntroduction to Quality Improvement Essentials
Introduction to Quality Improvement Essentials
 
slides CapTechTalks Webinar May 2024 Alexander Perry.pptx
slides CapTechTalks Webinar May 2024 Alexander Perry.pptxslides CapTechTalks Webinar May 2024 Alexander Perry.pptx
slides CapTechTalks Webinar May 2024 Alexander Perry.pptx
 
Basic phrases for greeting and assisting costumers
Basic phrases for greeting and assisting costumersBasic phrases for greeting and assisting costumers
Basic phrases for greeting and assisting costumers
 
The impact of social media on mental health and well-being has been a topic o...
The impact of social media on mental health and well-being has been a topic o...The impact of social media on mental health and well-being has been a topic o...
The impact of social media on mental health and well-being has been a topic o...
 
How to the fix Attribute Error in odoo 17
How to the fix Attribute Error in odoo 17How to the fix Attribute Error in odoo 17
How to the fix Attribute Error in odoo 17
 
[GDSC YCCE] Build with AI Online Presentation
[GDSC YCCE] Build with AI Online Presentation[GDSC YCCE] Build with AI Online Presentation
[GDSC YCCE] Build with AI Online Presentation
 
Salient features of Environment protection Act 1986.pptx
Salient features of Environment protection Act 1986.pptxSalient features of Environment protection Act 1986.pptx
Salient features of Environment protection Act 1986.pptx
 
How to Create Map Views in the Odoo 17 ERP
How to Create Map Views in the Odoo 17 ERPHow to Create Map Views in the Odoo 17 ERP
How to Create Map Views in the Odoo 17 ERP
 
How to Split Bills in the Odoo 17 POS Module
How to Split Bills in the Odoo 17 POS ModuleHow to Split Bills in the Odoo 17 POS Module
How to Split Bills in the Odoo 17 POS Module
 
The basics of sentences session 4pptx.pptx
The basics of sentences session 4pptx.pptxThe basics of sentences session 4pptx.pptx
The basics of sentences session 4pptx.pptx
 
The Art Pastor's Guide to Sabbath | Steve Thomason
The Art Pastor's Guide to Sabbath | Steve ThomasonThe Art Pastor's Guide to Sabbath | Steve Thomason
The Art Pastor's Guide to Sabbath | Steve Thomason
 
Phrasal Verbs.XXXXXXXXXXXXXXXXXXXXXXXXXX
Phrasal Verbs.XXXXXXXXXXXXXXXXXXXXXXXXXXPhrasal Verbs.XXXXXXXXXXXXXXXXXXXXXXXXXX
Phrasal Verbs.XXXXXXXXXXXXXXXXXXXXXXXXXX
 
Sha'Carri Richardson Presentation 202345
Sha'Carri Richardson Presentation 202345Sha'Carri Richardson Presentation 202345
Sha'Carri Richardson Presentation 202345
 
50 ĐỀ LUYỆN THI IOE LỚP 9 - NĂM HỌC 2022-2023 (CÓ LINK HÌNH, FILE AUDIO VÀ ĐÁ...
50 ĐỀ LUYỆN THI IOE LỚP 9 - NĂM HỌC 2022-2023 (CÓ LINK HÌNH, FILE AUDIO VÀ ĐÁ...50 ĐỀ LUYỆN THI IOE LỚP 9 - NĂM HỌC 2022-2023 (CÓ LINK HÌNH, FILE AUDIO VÀ ĐÁ...
50 ĐỀ LUYỆN THI IOE LỚP 9 - NĂM HỌC 2022-2023 (CÓ LINK HÌNH, FILE AUDIO VÀ ĐÁ...
 
ppt your views.ppt your views of your college in your eyes
ppt your views.ppt your views of your college in your eyesppt your views.ppt your views of your college in your eyes
ppt your views.ppt your views of your college in your eyes
 
Matatag-Curriculum and the 21st Century Skills Presentation.pptx
Matatag-Curriculum and the 21st Century Skills Presentation.pptxMatatag-Curriculum and the 21st Century Skills Presentation.pptx
Matatag-Curriculum and the 21st Century Skills Presentation.pptx
 
IATP How-to Foreign Travel May 2024.pdff
IATP How-to Foreign Travel May 2024.pdffIATP How-to Foreign Travel May 2024.pdff
IATP How-to Foreign Travel May 2024.pdff
 
Jose-Rizal-and-Philippine-Nationalism-National-Symbol-2.pptx
Jose-Rizal-and-Philippine-Nationalism-National-Symbol-2.pptxJose-Rizal-and-Philippine-Nationalism-National-Symbol-2.pptx
Jose-Rizal-and-Philippine-Nationalism-National-Symbol-2.pptx
 

Softer Skills workshop for #DTS16 event in Edinburgh

  • 1. Paul Laughlin, Managing Director, Laughlin Consultancy The Softer Skills Data Scientists also need to make an impact in business
  • 2.
  • 3. Career within Lloyds Banking Group ❖ Created & lead customer insight teams for all the major insurance brands, products & channels used by Lloyds Banking Group over 13 years ❖ Added over £11m incremental profit to bottom line annually ❖ Pioneered work with Financial Conduct Authority on Behavioural Economics in communications ❖ Developed capability in team of 44 & mentored next generation of leaders
  • 4. Helping Businesses “Helping businesses make money from customer insight” Laughlin Consultancy helps companies maximise sustainable value from their customer insight, for example by growing their bottom line, improving customer retention and demonstrating to their regulator that they treat customers fairly.
  • 5. Data Science at the Whitehouse
  • 8. Getting a better brief Question
  • 9. The problem with requests
  • 10. Socratic questioning ❖ Aim is to help client have clarity on need not just what they want: ❖ Concept clarification questions ❖ Probing assumptions ❖ Probing rationale, reasons & evidence ❖ Questioning viewpoints & perspectives ❖ Probe implications & consequences
  • 11. Failing to Prepare is preparing to Fail 11 Question Planning & Design
  • 12. Design Map What do we already know? What am I missing? How could I fill this gap? How am I going to communicate findings? What are the Hypotheses? You could start at any point in the cycle but you should look to address all elements in completing your analysis
  • 13. Who Use / Involvement / Experience Shopping/Buying Engagement / Influences▪What characterises the customer/ segment −demographics −stage of life −attitudes −behaviours −dissatisfactions −routines −etc ▪What are their chief concerns in life (attitudinal data)? ▪What are their key needs and aspirations? ▪What are their circumstances and what is going on in their lives that impacts how they see the category? ▪What motivates them? ▪ What are their preferred channels for researching and purchasing products and how does this compare with other types of products? ▪ How do they make a purchase decision and what factors are important? ▪ What are their attitudes to advice? What prompts/triggers them to seek advice? ▪ How do they perceive your brand vs other brands? (product category and wider) ▪ How do they become aware of the category? ▪ What is there attitude to planning for the future? When do they think ahead, what triggers this? ▪ When do they reconsider their choices? What prompts change? ▪ What and who influences them and their choices? Who do they turn to for guidance/information/ recommendations? ▪ What competitive product holdings do they have and why? ▪ When are they receptive to messages? ▪ What does the segment need and want when buying your products? ▪ What products are they most likely to buy and why? ▪ What is the current customer experience? ▪ What are the key dissatisfactions (irritations, frustrations etc) with the current process? Pricing/Finances ▪ How engaged/informed/involved are they with regard to competitive pricing? ▪ What products do they hold? How does this contrast with other segments? ▪ What triggered their purchase? What stops them buying? ▪ Do they go on to buy something else? (us or competitor) ▪ What are their goals and to what extent do they plan their spend (budgets)? Context questions
  • 16. Technical stages (Data & Analytics) Question Data Analysis Insight Planning & Design Buy-in
  • 17. Generating Customer Insights Question Data Analysis Insight Planning & Design Buy-in
  • 19. Agreeing Sign-off and Tactics Question Data Analysis Insight Planning & Design Buy-in Sign-off
  • 20. Communicating your analysis effectively Question Data Analysis Insight Planning & Design Presentation & Distribution Buy-in Sign-off
  • 21. Hierarchies of communication ❖ Hierarchies of headlining ❖ Short, eye-catching, wording
  • 22. Storytelling ❖ People are engagedby stories ❖ Psychological studies show better attention & recall (esp. feelings) ❖ Common templates: ❖ “Just imagine, if…” ❖ “Wow! I’m going to tell… about this” ❖ The Burning Platform
  • 23. Tufte’s rules for Data Visualisation ❖ Graphical integrity ❖ Data-Ink ❖ Chart Junk ❖ Data Density ❖ Small Multiples
  • 24. Negative examples of Data Visualisation
  • 26. Positive example of Data Visualisation
  • 27. Influencing the Action needed as a result Question Data Analysis Insight Planning & Design Presentation & Distribution Solution Buy-in Sign-off
  • 28. It’s all about taking Action ❖ Ensuring request is for action ❖ Designing analysis for action ❖ Including recommended actions ❖ Progress updates on action ❖ Measure effect of actions
  • 30. Our Exercise = Back to Socrates Concept Clarification: ❖ What exactly does X mean? Can you give an example? Probing Assumptions: ❖ You seem to be assuming Y, please explain why? Probing Rationale: ❖ What evidence is there to support what you are saying? Questioning viewpoints & perspectives: ❖ Another way of looking at this is Z, is that better?
  • 32. Action orientated learning One thing I will do differently as a result of this presentation is…
  • 33. linkedin.com/in/paullaughlin paul@laughlinconsultancy.com +44 (0)7446958061 How to keep in touch customerinsightleader.com laughlinconsultancy.com @LaughlinPaul