Every day, analysts find a myriad of insights that could provide significant value for their organizations. Unfortunately, many (very possibly most) of them are ignored. What’s getting in the way?
In a recent webinar for Clarabridge, I discussed five customer analytics mistakes to avoid. One of the mistakes is “Forgetting to be relevant.” Rather than trying to replicate my entertaining banter, I put together this figure showing an example of the obstacle… and the opportunity to overcome it.
The key lesson is described in the graphic:
Analytical findings must be translated into meaningful terms for the people who need to take action on the insights.
- Analytics are meaningless unless they lead to action.
- You need to translate insights into a language that stakeholders understand.
- People want to know what’s in it for them.
The bottom line: You may need to focus less on the analytics, and more on the business.