Effectively Communicating Analysis Results

@tgwilson February 12, 2013 DAA Symposium - Austin Eﬀectively Communicating
Analysis Results Tim Wilson VP of Measurement & Analytics 0

@tgwilson

@tgwilson Eﬀectively communicating analysis results

@tgwilson

@tgwilson Why does this happen?

@tgwilson Other Stuﬀ The Analysis Itself

@tgwilson The Analytical Muscle of an Analyst

@tgwilson We need to exercise other muscles.

@tgwilson What happens before and after the analysis matters.

@tgwilson Synthesize the right business questions Execute great analysis Eﬀectively
communicate results

@tgwilson Synthesize the right business questions.

@tgwilson The analyst as translator.

@tgwilson The right questions come from clear goals…

@tgwilson …which ultimately set us up for the right KPIs.

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@tgwilson What we say to marketers “What are your KPIs?”

@tgwilson What we say to marketers “What are your KPIs?”
What they hear “I’m not going away until you spout some metrics.”

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@tgwilson Magic questions. 1. What are we trying to achieve? 2. How
do we know if we’ve done that?

@tgwilson Unfocused Business Goals Concisely Articulated Goals Meaningful KPIs Translation
Translation

@tgwilson The analyst as cartographer.

@tgwilson

@tgwilson What we say to marketers “What is your hypothesis?”

@tgwilson What we say to marketers “What is your hypothesis?”
What they hear “I’m dragging you back to the 8th grade science class you hated.”

@tgwilson What question are you trying to answer?

@tgwilson What problem are you trying to solve?

@tgwilson What’s your best idea for improvement?

@tgwilson Business Idea or Question Relevant KPI(s) Testable Hypotheses Validation
Path Forward

@tgwilson A hypothesis catalogue starts with business questions.

@tgwilson Business Question or Idea KPI(s) Testable Hypotheses How often
should we post updates on our Facebook page? •  Page Reach •  Page Engagement Increasing our post frequency will increase page reach without decreasing page engagement We should oﬀer free 2-day shipping to customers who live close to one of our distribution centers. •  Gross profit Offering free 2-day shipping to customers where the increased cost will be minimal will increase our conversion rate sufficiently that our gross profit will increase. Our site sucks on smartphones. We need to make the site responsive. •  Conversion rate (smartphone visitors) Smartphone visitors have the same purchase intent as desktop visitors but don’t purchase at the same rate

@tgwilson The analyst as process manager.

@tgwilson Having more questions than you can answer is a
good thing.

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@tgwilson Of course, that means prioritization.

@tgwilson On-going prioritization.

@tgwilson Which requires a process that the analyst can develop
and own.

@tgwilson Business Question/Idea KPI(s) Testable Hypotheses Expected Impact Expected Eﬀort
Solution Approach : : : : : : : : : : : :

@tgwilson The analyst not doing analysis. 1.  Concise Business Goals
2.  Meaningful KPIs 3.  Questions Mapped to Hypotheses 4.  Eﬀicient Prioritization Process

communicate results

@tgwilson The analyst as analyst.

@tgwilson

communicate results

@tgwilson The analyst as communicator.

@tgwilson The data does not speak for itself.

@tgwilson

@tgwilson Who needs to do what?

@tgwilson Lead with the business problem statement.

@tgwilson Follow with the answer and the action.

@tgwilson Do not show your work.

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@tgwilson The analyst as artist?

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@tgwilson More beautiful than functional.

@tgwilson The analyst as artist neuroscientist.

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@tgwilson This is teachable!

@tgwilson Long-Term Memory Iconic Memory Short-Term Memory

@tgwilson Optimizing the memory funnel.

@tgwilson Maximize the data-pixel ratio.

@tgwilson # of non-white pixels devoted to data display Total
non-white pixels

@tgwilson

communicate results

@tgwilson The analyst as knowledge manager.

@tgwilson Back to our hypothesis catalog.

@tgwilson Business Question/Idea Answer Insight : : : : :
:

@tgwilson Eﬀective analysis is more than fantastic analysis.

@tgwilson Eﬀective analysts are: 1.  Translators 2.  Cartographers 3.  Process
Managers 4.  Analysts (yes!) 5.  Communicators 6.  Neuroscientists 7.  Knowledge Managers

@tgwilson nthanksN

Effectively Communicating Analysis Results

Effectively Communicating Analysis Results

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